Cultural Preferences in Online Gaming Leadership & Management
Strategies for International Expansion
Yimeng Qi
Human Behaviour, Mcmaster University, Hamilton Ontario, L8S 4L8, Canada
Keywords: Cultural Preferences, Gaming Industry Management, Game Localization, Cross-Cultural Leadership.
Abstract: As the gaming industry continues to expand globally, cultural adaptation has played an essential role in
ensuring success across diverse markets. This study explores how cultural preferences influence leadership
and management strategies in international game expansion. It ex-amines the balance between globalization
and localization, and analyzes how gaming companies adapt game design, monetization models, leadership
and management strategies to fit different cultural contexts. Through a case study of Honor of Kings, this
research highlights how Tencent modifies hero names, skins, and monetization strategies to align with player
expectations in various regions. Additionally, it explores how market-driven adaptation and workforce
management help gaming companies operate effectively on a global scale. The findings emphasize the
importance of cross-cultural leadership, strategic decision-making, and inclusive management practices in
building successful multinational gaming platforms. By understanding and adapting to cultural preferences,
gaming companies can enhance player engagement, increase market competitiveness, and grow successfully
in global markets. This study provides insights for game developers and industry leaders to expand their
games to diverse global market while maintaining a consistent brand identity.
1 INTRODUCTION
The Globalization of online gaming has significant
impact on the development of game design and
marketing. More and more games are facing not only
the domestic market, but also the worldwide market.
As video game is aiming to reaches diverse audiences,
cultural adaptation becomes significant to increase
player engagement and retention. Understanding
cultural dynamics is crucial for companies to establish
a strong presence in international markets (Cerezo-
Pizarro et al., 2023).
The success of a game in international markets
depends not only on effective marketing but also on
how well it aligns with local player expectations.
Cultural differences shape the way players interact
with and understand games, which is essential for
developers to consider cultural factors in game design.
Cultural preferences such as language, aesthetics, and
values play a significant role in influencing player
satisfaction. Before a game is published in a specific
region, the company should ensure its relevance and
suitability for local players who live in a distinct
cultural environment. To successfully attract these
players, game developer have to localize and integrate
cultural elements into the game to make it consistent
with local tradition. Thus, game localization in
different regions have become a crucial phase in game
production (Pyae, 2018).
A major challenge in global gaming is how to
balance standardization and localization. Stand-
ardization allows companies to maintain a uniform
brand and reduce development costs of a game, but a
one-size-fits all approach might not attract players in
different cultural back-ground (Divya, 2024). Thus, it
is significant for game developers to consider how
cultural preferences affect player engagement and
how should leadership teams strategize localization
while maintain standardization of the game.
This study explores the impact of cultural
preferences on leadership and management strategies
in international gaming expansion. The purpose of this
research is to define cultural preferences and analyze
how they influence gaming behaviour, aesthetics,
mechanics, and monetization. By examining regional
differences, this study examines how gaming
preferences vary across cultures and how they shape
player engagement. Additionally, this research
investigates the role of globalization and localization
in gaming leadership and decision-making, as well as
Qi, Y.
Cultural Preferences in Online Gaming Leadership & Management Strategies for International Expansion.
DOI: 10.5220/0013987600004916
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 151-156
ISBN: 978-989-758-778-8
Proceedings Copyright © 2025 by SCITEPRESS – Science and Technology Publications, Lda.
151

how cross-cultural leadership helps to build strategies
in multinational gaming companies and their impact
on international teams.
Furthermore, this study evaluates real-world
examples, such as Honor of Kings, to illustrate
effective leadership approaches in game expansions.
It also examines how gaming companies management
strategies to adapt cultural differences. The findings
aim to provide valuable in-sights for industry leaders
and developers in successfully expanding games to
international markets while maintaining a consistent
brand identity.
This study is based on a literature review of
academic research, industry reports, and case studies.
It provides insights for game companies to adjust there
leadership and management strategies to adapt
cultural preferences to increase player engagement.
Additionally, it explores how these strategies can be
effectively applied to support the global expansion of
games, ensuring their success in diverse international
markets.
2 CULTURAL PREFERENCE IN
ONLINE GAMING
Understanding cultural preferences is essential for
game developers to create a multinational game
environment. These preferences influences various
aspects of gaming, from design elements to player
interactions. By recognizing and adapting to these
differences, developers can design games that make
players feel both immersive and relatable to players
from diverse backgrounds.
2.1 Definition of Cultural Preferences
in Digital Entertainment
Cultural preferences in digital entertainment related
to the specific tastes, values, and practices that
different cultural groups show on media content,
including video games. These preferences have an
impact on player engagement and satisfaction level in
video gaming. Cultural evolution theory suggests that
when design media or game context, it is essential to
consider cultural contexts, because cultural factors
have a significant connection with human behaviour
and cultural transmission (Acerbi, 2023).
2.2 Differences in Gaming Behaviour
and Aesthetics in Different Regions
Gaming Behaviour and aesthetics preferences are
vary across regions, which can reflect differ-ent
cultural backgrounds and societal norms. This can be
shown in game design. For example, in China game
designer tend to use traditional Chinese elements in
domestic games, and games like Genshin Impact was
created based on Chinese folklore and religious
stories which became the most popular games in
China (Wang, 2023). However, in contrast, games in
Brazil may incorporate energetic and festive nature of
Brazilian culture. In the Brazilian game “O
Seresterio”, it combines samba music and dynamic
gameplay. These differences underscore the
importance of the key role of cultural preferences in
shaping game designs in diverse regions.
2.3 Impact of Cultural Preferences on
Game Mechanics and Monetization
Cultural preferences significantly affect game
mechanics and monetization strategies. In this case,
game mechanics should be tailored to adapt different
regional preferences (Kuo et al., 2022). Additionally,
monetization plays a crucial role in shaping the
success of the profitability of game development
(Divya, 2024). Monetization in a game often affect by
economic and political factors in different regions
(Markopoulos et al., 2024). For example, in China
game mechanics and monetization are heavily
emphasize LiveOps which includes continuous
updates, in-game events and real-time player
interactions, but in others countries LiveOps is not as
popular as China (Ahmand, 2024). Moreover, there
are strict regulations in Chinese game, like daily log-
in rewards, first-time spending bonuses, and limit loot
boxes for minor, but in other regions players tend to
enjoy more flexible game structure and rely more on
self-regulation and consumer choice.
3 LEADERSHIP STRATEGIES
FOR INTERNATIONAL
EXPANSION AND CASE STUDY
(HONOR OF KINGS)
Leadership Strategies in global game expansion aim
to balance globalization and localization in game
design. Globalization has contributed cultural
diversity in video games. Developers integrated
elements from different cultures, historical events,
and places to create immersive experiences that
connect with players from all over the world.
Localization, on the other hand, ensures games feel
natural and familiar to players in different regions.
Localization is more than just translation, it involves
PRMC 2025 - International Conference on Public Relations and Media Communication
152

adapting character designs, voice acting, cultural
references, and monetization models to align with
local player expectations. This process ensures that
games not only maintain their core gameplay
experience but also feel authentic and relevant to
audiences from different cultures. While
globalization helps games reach more people,
localization enhances its connection with players by
making it culturally and contextually appropriate.
3.1 Globalization vs. Localization in
Gaming Leadership
Game companies must decide how much localization
is necessary while maintaining a consistent brand
image (Dodaro, 2015). Globalization allows
developers to expand their brand efficiently, while
localization ensures cultural relevance. The challenge
for gaming leaders is finding the right balance---over-
localization may fragment brand identity, while
under-localization might make it feel foreign to
regional players. A well-balanced approach is to keep
the core experience standardized while adapting key
elements to fit different cultures and player
expectations. For example, while many games
maintain universal gameplay mechanics, some
regions may require adjustments in difficulty levels,
game pacing, or social features to better align with
local gaming. Leadership in balance globalization and
localization is about making strategic decisions.
Game leaders have to oversee market research,
cultural adaptation, and branding consistency to
ensure the game expands successfully without losing
its core players. For instance, Tencent’s leadership in
Honor of Kings’ global expansion emphasizes
cultural preferences, which still maintaining the
game’s core experience as one kinds of Multiplayer
Online Battle Arena (MOBA) game. Moreover,
successful marketing strategies are made by the
leaders to decide whether to use local influencers, e-
sports events, or regional festivals to attract more
players.
3.2 Cross-Cultural Leadership in
Multinational Gaming Companies
If the game designer wants to make a game that aims
to expand it to different regions while balancing
globalization and localization, a cross-cultural team
should be developed. A diverse team brings unique
perspectives, helping create games that resonate with
players from different cultural backgrounds. Honor of
Kings (HOK) is a prime example of how a cross-
cultural team enables successful game expansion.
Tencent’s international team worked closely with
localization experts to adapt hero names, visual
aesthetics, and in-game mechanics, ensuring that the
engagement of players from different regions while
maintaining its core identity.
Effective leadership is required to incorporate
those cultural differences in the team, and inte-grate
them into product design. Leaders with high cultural
intelligence can foster inclusive environments that
welcome diverse talent and perspectives (Florez,
2023). Cultural intelligence refer to a person’s ability
to understand, adapt, and respond effectively when
interacting with people or cultural elements in
culturally diverse settings (Ang et al., 2015). In
HOK’s global expansion, Tencent demonstrated
cultural intelligence by modifying character
backstories, voice acting, and themes to align with
different regional audiences. By sharing diverse ideas
in a cross-cultural team, the game will encourage
players from different cultures to connect and engage.
Cross-cultural game jams and collaborations
further enhance this process, offering developers
hands-on experience in different game development
practices and terminology (Park et al., 2023).
Additionally, the leader will be able to address
discrimination and celebrate diversity actively
(Florez, 2023). Cross-Cultural Leadership also
encourages localization. The leaders should adapt
storylines, characters, and visual elements for
different markets and modify game mechanics and
monetization to localize the game in order to fit
regional preferences (Lin et al., 2023). In Honor of
Kings, the Chinese version features historical and
mythological figures familiar to domestic players,
while the international version offers more accessible
free skins and promotional rewards to attract a wider
audience.
By embracing cross-cultural leadership, gaming
companies can build stronger global connection,
create more inclusive experiences, and expand
successfully into new markets. Tencent’s ability to
adapt HOK for different regions while maintaining a
consistent brand identity shows the effectiveness of
cross-cultural leadership in the gaming industry.
3.3 Case Study: Honor of Kings
Tencent’s Honor of Kings (HOK) is one of the most
successful mobile MOBA games, originally
developed for the Chinese market. To expand the
game in globalization, Tencent made significant
adaptations in hero names, skins, and collaborations
to align with different cultural preferences and player
expectations. The contrast between the Chinese and
Cultural Preferences in Online Gaming Leadership & Management Strategies for International Expansion
153

International versions highlights how the game’s
leadership team balances globalization and
localization in game design.
One example of this adaptation is the renaming of
historical and cultural figures. In the Chinese version,
Wang Zhaojun is named after a real historical
character from the Han Dynasty, who was known for
her diplomatic marriage to the Xiongnu (Han
Dynasty’s enemy) and her association with tragic
beauty. However, in the international version, she is
renamed Princess Frost, a name that reflects her ice-
themed abilities rather than her historical background.
This renaming helps Western players connect with
the hero’s skills rather than requiring prior knowledge
of Chinese history. By making these changes,
Tencent ensures that Honor of Kings remains
immersive and engaging cross different cultures.
Another major difference lies in the skin system
and monetization strategies. In the Chinese version,
many premium skins must be purchased, often
through limited-time events or seasonal passes. For
instance, Da Qiao’s exclusive annual skins require
direct purchases in game. But in the international
version, some of these previously premium skins are
given away for free as part of global promotions,
making them more accessible to a wider audience.
This adaptation aims to fit player spending habits
across markets and attract new players outside China.
Additionally, the international version has
exclusive collaborations that do not appear in the
Chinese version. For example, the Jujutsu Kaisen
collaboration skins, which is featuring anime
characters, were released in international version but
not in China. While Japanese anime is highly popular
in China, licensing agreements and regional content
regulations often influence which collaboration are
introduced in different versions of the game.
Meanwhile, the Chinese version of HOK frequently
collaborates with traditional Chinese cultural
elements, historical figures, and local celebrities
which reflect a different approach to increase player
engagement.
Beyond in-game content adaptations, Honor of
Kings has also expanded its presence in global e-
sports. The game developer separate e-sports
tournaments for Chinese and international servers, in
order to create a competitive scene for different
players. The tournaments brings together top players
from different countries and give them a stage to
compete professionally while introducing the game to
new audiences. When viewers see players from their
own competing, they naturally feel more connected
and engaged with the game. These tournaments help
to attract new audiences, encourage engagement, and
strengthen HOK’s reputation as a global e-sports title.
This leadership strategy of promoting e-sports
programs, not only enhances player loyalty but also
ensures sustained international growth for the game.
By changing game design strategy and adapt
cultural preferences in different regions, HOK
successfully balances standardization and
localization, ensuring that HOK remains engaging for
players worldwide. Additionally, with the promote of
e-sport tournaments, Tencent further strengthen
HOK’s global presence, and enhance player
engagement.
4 MANAGEMENT STRATEGIES
TO ADAPT TO CULTURAL
VA R I AT I O N
In the global gaming industry, effectively managing
cultural differences is crucial for success. Inclusive
organizational culture, market-driven adaptation and
workforce leadership should be considered in the
management strategy to enhance cultural adaptation
for video games.
4.1 Organizational Culture and Its
Role in Global Game Development
A strong organizational culture is essential in global
game development, as it promotes a positive work
environment, fosters creativity, and enhances
operational efficiency. A report by the International
Game Developers Association (2021), mentions that
companies investing in employee well-being, open
communication, and inclusivity tend to have more
successful and sustainable work cultures. People tend
to be more innovative when they are working in a
relaxed and creativity plays a vital role in game
design. Encouraging open communication will help
employees to discuss their creative ideas, and when
team members feel comfortable to express their
thoughts, they are more likely to explore new
mechanics, unique storytelling element, and
innovative gameplay features in designing a game
that towards worldwide.
4.2 Market-Driven Adaption in
Management
In the competitive gaming industry, market-driven
adaptation plays a crucial role in ensuring a game’s
success across different regions. Game companies
must analyze player preference, market trends, and
PRMC 2025 - International Conference on Public Relations and Media Communication
154

regional regulations to modify game to make it fit in
certain region. From the case study, the research
showed that Tencent’s adaptation of Honor of Kings
in international markets, where adjustments were
made to hero names, monetization models, and skin
availability to fit different cultural preferences. By
adapting to player preferences, Honor of Kings
secured the #2 position in global game download
growth (Sensor Tower, 2024).
Beyond content adaptation, market-driven
strategies also shape how game designer adjust game
mechanics, user interface, and social features to fit
regional preferences. Designers might adjust game
difficulty based on regional preferences, for example,
some Asian markets may prefer more challenging
gameplay, while Western audiences might favor a
more balanced approach. Changing gameplay pacing
is also normal in market-driven strategy, for instance,
mobile games in Asia often have faster progression
and more frequent rewards compared to Western
markets.
4.3 Workforce Management in Game
Company Operations
Effective workforce management is a critical factor in
the successful international expansion of game
companies. As game development becomes more
globalized, companies must ensure that their teams
operate efficiently, adapt to different markets, and
align with regional expectations. In international
game expansion, involving local teams in game
development is as important as welcome talent from
different backgrounds.
One key aspect of workforce management is
integrating local expertise into global teams. While
centralized decision-making helps maintain
standardization, local teams provide in-sights into
cultural preferences which is vital for game
localization. Game developer from different regions
contribute to diverse storyline, character design, and
game mechanics that appeal to local audiences. When
develop international version of a game, to localize it,
a successful company is not just translating the
contexts, but also adapting narratives, art styles, and
user experiences to fit cultural contexts.
Additionally, effective workforce management
ensures smooth collaboration between global and
local teams. When everyone has a clear role and open
communication, it is easier to balance globalization
and localization. Local team works to shape content
align with their culture preferences, refine storyline,
characters and game mechanics to fit in their local
context, in order to attract more audiences. At the
same time, global team help with maintain flexible
and core game identity, ensuring that while the game
adapts to different markets, it still feels like part of the
same universe. By combining local insights with
global strategies, the game companies can navigate
the complexities of international expansion while
building strong adaptable teams.
5 CONCLUSION
This study examined the impact of cultural
preferences on leadership and management strategies
in the international expansion of the gaming industry.
The finding highlight the importance of balancing
globalization and localization to ensure that the game
is attractive and relevant to players from diverse
backgrounds. The case study of Honor of Kings
(HOK) demonstrated how Tencent successfully
adapted game elements such as hero names, skins,
monetization models, and e-sports tournaments to fit
different cultural expectations while maintaining a
unified brand identity. This approach reflects how
cross-cultural leadership, market-driven adaptation,
and workforce management play a crucial role in
facing the challenges of international game
expansion.
One of the main challenges discuss in this study
is how to find the right balance between
standardization and localization. While
standardization allows companies to maintain a
consistent brand and reduce costs, excessive
standardization can lead to a lack of cultural
relevance in foreign markets. However, over-
localization may weaken a game’s core brand identity
and make operations more complicated. This study
suggests that for a game to succeed internationally,
leaders should embrace different cultures, localize
wisely, and use flexible business models to fit
different markets while keeping the core gaming
experience.
The research also underscores the importance of
workforce management in global gaming companies.
Bringing in local experts helps developers create
game mechanics, marketing strategies, and
monetization models that match regional preferences.
When global and local teams communicate well and
work together, companies can better connect players,
expand in-to new markets more smoothly, and grow
sustainably. A diverse team also helps make games
more culturally adaptive and engaging, ensuring that
players feel connected to the game experience. By
fostering an inclusive work environment and keeping
open communication, companies can increase player
Cultural Preferences in Online Gaming Leadership & Management Strategies for International Expansion
155

engagement, strengthen their market presence, and
support long-term success.
This study has significant implications for game
developers and industry leaders. Cultural preferences
is not only essential for improving player satisfaction
and retention but also for making it easier to expand
to international markets. Companies that focus on
cross-cultural leadership, market-driven adaptation,
and workforce development are more likely to create
games that can attract worldwide players. By using
local knowledge and player feedback, gaming
companies can keep improving their strategies to
better fit different markets.
However, this study has certain limitations. The
research is based primarily on a literature re-view and
a single case study, thus, it might lack of
generalization across the entire gaming industry.
Future research could explore a broader range of case
studies across different gaming types and different
companies to gain a more comprehensive
understanding of international game expansion
strategies. Moreover, further research should
incorporate player perspectives and quantitative data
on cultural adaptation to provide deeper insights into
how cultural preferences influence gaming behaviour
and monetization strategies.
In conclusion, growing a game globally requires
leaders to find the right balance between adapting to
different cultures and keeping a strong brand identity.
By improving leadership strategies, workforce
management, and localization efforts, gaming
companies can design games that can create inclusive
and immersive gaming experiences that resonate with
players worldwide which can help the game succeed
in the global market.
REFERENCES
Acerbi, A. 2023. Cultural evolution theory and its
applications to digital entertainment. Journal of Media
& Cultural Studies 35(2):120-135.
Ang, S., Van Dyne, L., Koh, C., Ng, K. Y., Templer, K. J.,
Tay, C., & Chandrasekar, N. A. 2007. Cultural
intelligence: Its measurement and effects on cultural
judgment and decision making, cultural adaptation, and
task performance. Management and Organization
Review 3(3): 335–371.
Cerezo-Pizarro, M., Revuelta-Domínguez, F.-I., Guerra-
Antequera, J., & Melo-Sánchez, J. 2023. The
cultural impact of video games: A systematic
review of the literature. MDPI Games Research
Journal 11(4): 65-89.
Divya, K. 2024. Monetization models in the gaming
industry: A comparative analysis of in-game purchases,
subscriptions, and free-to-play strategies. International
Journal for Multidisciplinary Research 6(1).
Florez, J. 2023. Achieving cross culture player engagement
through translation and customer service. Unbabel.
Retrieved February 27th, 2025, from
https://unbabel.com/cross-culture-gaming- translation-
player-engagement/
International Game Developers Association. 2021. Guide
for game companies: How to create and sustain a
positive work culture. IGDA. https://igda-
website.s3.us-east-2.amazonaws.com/wp-
content/uploads/2021/05/27113439/Guide-for-Game-
Companies_-How-to-Create-and-Sustain-a-Positive-
Work-Culture.pdf
Kuo, Y.T., Kuo, Y.C., & Whittinghill, D.M. 2022.
Exploring the reliability of a cross-cultural model for
digital games: A systematic review. International
Journal of Emerging Technologies in Learning 17(13):
217-234.
Lin, S., Xu, Z., & Xie, Z. 2023. Cultural diversity in semi-
virtual teams: A multicultural esports team
study. Journal of International Business Studies
54(4): 718–730.
Markopoulos, E., Markopoulos, P., Liumila, M., Almufti,
Y., & Aggarwal, V. 2020. Mapping the
monetization challenge of gaming in various
domains. In T. Ahram & C. Falcão (Eds.), Advances in
Human Factors in Wearable Technologiand
Game Design 389–400.
Park, S., Kultima, A., Ono, K., & Choi, B. 2023. Cross-
cultural online game jams: Fostering cultural
competencies through jams in game education
settings. Proceedings of the 7th International
Conference on Game Jams, Hackathons and Game
Creation Events (ICGJ 2023) 1–9.
Pyae, A. 2018. Understanding the role of culture and
cultural attributes in digital game localization.
Entertainment Computing 26: 105–116.
Sensor Tower. 2024. Honor of Kings: Global download and
monetization trends. Sensor Tower.
https://www.sensortower.com
Wang, X. 2023. Chinese games and cultural dissemination:
A case study of Genshin Impact. Communications in
Humanities Research 8: 19–30.
PRMC 2025 - International Conference on Public Relations and Media Communication
156