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What Does It Take to Localize a Game or App into Thai?
For games and apps, an accurate translation is just one part of the equation. Beyond the words, there are other factors that also demand extensive care. For example, once the translated text is implemented in an actual build, many teams encounter issues such as text overflowing UI elements, incorrect line breaks, missing tone markers, or dates displaying incorrectly. These problems can affect both the user experience and the launch schedule.
With the right preparation and workflow, however, many of these issues can be prevented. In this article, the LocalLight team will walk you through the common risks, essential steps, and a checklist for localizing games and apps into Thai.
Why Localization Matters for Games and Apps Targeting Thai Users
The digital market in Thailand is thriving, and localizing your product into Thai is an important step that strengthens your entrance even more.
A large target audience: As of October 2025, Thailand had approximately 67.8 million internet users (DataReportal: https://datareportal.com/reports/digital-2026-thailand).
A strong mobile gaming market: Mobile in-app purchase revenue in Thailand reached approximately US$162 million in Q1 2025. That's the highest in Southeast Asia during the same period (Sensor Tower: https://sensortower.com/blog/southeast-asia-mobile-gaming-2025).
Users love content in their own language: A CSA Research study covering 29 countries revealed that 76% of online consumers prefer product information in their native tongue. (This finding reflects consumers across multiple markets, not Thailand alone.) (https://csa-research.com/l/media/Consumers-Prefer-their-Own-Language)
With a large audience comes higher expectations. To deliver an experience that feels natural to Thai users, both linguistically and functionally, localization is the way to go.
UI and Font Issues to Check When Localizing Games and Apps into Thai
1. Word Wrapping
Unlike English, Thai does not put spaces between individual words. As a result, line-breaking systems designed primarily for English may make mistakes while trying to identify the right places to break into a new line. This can either cause text to overflow its container or get truncated right in the middle. Browsers generally handle this well with ICU-based boundary analysis (https://unicode-org.github.io/icu/userguide/boundaryanalysis/). However, game engines and custom-built systems still need to be tested with real Thai text.
2. Fonts and Tone Markers
Many Thai vowels and tone markers stack above or below consonants (and even above each other). If the engine in use does not support Thai properly, these characters may disappear in fixed-height buttons or overlap incorrectly. To avoid this issue, choose a font that supports Thai, such as Noto Sans Thai, Sarabun, or IBM Plex Sans Thai. Then test words containing stacked vowels and tone markers, such as “เริ่มต้น” and “เก็บกู้,” in Unity or your chosen engine, across all relevant devices.
3. Text Length and Uppercase Styling
Short strings can become longer when translated into Thai. For example, “Log in” (6 characters) becomes “เข้าสู่ระบบ” (11 characters). On the other hand, some longer sentences may become significantly shorter. Also, Thai has no uppercase and lowercase distinction. If your English UI relies on ALL CAPS for emphasis, you may need alternative approaches in Thai, such as adjusting font size, spacing, or weight.
4. Dates: B.E. or C.E.?
The calendar year primarily used in Thailand is the Buddhist Era (B.E.), which is 543 years ahead of the Common Era (C.E.); for example, 2026 C.E. corresponds to 2569 B.E. However, setting a system locale to Thai (th-TH) does not necessarily mean every part of the application, such as receipts or exported files, will automatically switch to B.E. And not every part of the app needs to be in B.E. either. To ensure maximum accuracy and consistency, you should make sure the intended calendar convention is explicitly defined, store dates using a standard format such as ISO 8601, and test date displays throughout the product.
Thai Style Guides and Glossaries for Game and App Localization
Consistent terminology and tone are essential to making a product feel natural, especially in a language with so many choices of vocabulary like Thai. A shared style guide and glossary help teams maintain consistency across interfaces, platforms, and future updates.
Tone and register: A banking app and an RPG title should not sound the same. The language should reflect the product, its target audience, and its surrounding context.
Pronouns and ending particles: Thai polite particles such as “ครับ” and “ค่ะ” signal the speaker's gender (and sometimes intentions). Chatbots need a clearly defined approach to these particles and should use them consistently and appropriately. Similarly, a character needs to use the pronoun that makes sense for them.
Transliteration and translation memory: Establish your terms and keep them consistent. For example, “App” can be written as “แอป,” or “แอพ” but never both in the same project. Moreover, tags, variables, and placeholders must also be handled with care to prevent functional issues.
For games, your glossary should also cover item names, character voices and backgrounds, as well as technical terminology that Thai players actually use.
Explore our Thai game translation and game localization services here: https://www.locallight.com/en/gaming
When Localizing for Thailand, Think Beyond the Text
A successful app launch in Thailand requires more than translating the words right. Several other factors deserve no less attention.
Payment methods: According to Worldpay data cited by Antom, bank payments accounted for approximately 44% of Thailand's e-commerce transactions in 2025, while digital wallet payments accounted for around 25%. It will be beneficial to consider supporting local payment options such as PromptPay (https://www.antom.com/guides/markets/thailand) as well.
Communication channels: Reach Thai users where they are. According to DataReportal, there are approximately 56 million LINE users in Thailand each month. Consider using a LINE Official Account to support customers throughout their journey.
Legal requirements: Thailand's Consumer Protection Board announcement on advertising, B.E. 2565 (2022), mandates that advertisements must communicate in clear Thai. However, the specific requirements depend on the type of business (https://www.prd.go.th/th/content/category/detail/id/39/iid/156056).
*This information is not legal advice.
App Store and Google Play: Craft your App Store Optimization (ASO) keyword strategy around how Thai users actually search rather than simply translating English keywords. Localizing your app title, description, keywords, and store listing can also help your product reach the right audience more effectively.
The Thai Game and App Localization Workflow: From File Prep to LQA
With a well-structured workflow, teams can identify linguistic and technical issues before launch. A typical localization workflow goes like this:
1. Assess the project scope: Identify the target platforms, word count, file formats, and launch date.
2. Prepare a linguistic kit: Create a glossary, style guide, and rules for handling tags and variables.
3. Translate in your team's preferred TMS: Use a comprehensive Translation Management System (TMS) such as Crowdin or Lokalise, which supports contextual screenshots of actual text placements or designs from Figma.
4. Perform Localization Quality Assurance (LQA): Test the translation in an actual build and compose bug reports for the development team to address.
5. Maintain consistency across updates and patches: Continue using the same team, terminology, and localization guidelines wherever possible.
Before Launch: Thai Localization Checklist
Is your game or app ready for Thai users? Use this checklist to ensure everything is in place!
☐ Word wrapping and line breaks work correctly, with real content tested
☐ Thai vowels and tone markers are rendered correctly, and the necessary font licenses are acquired
☐ Text containers can adjust in size to accommodate content
☐ B.E. and C.E. date conventions and other local formatting rules are clearly defined
☐ Style guides and glossary are used consistently across all channels
☐ Payment methods are configured, LINE integration has been implemented, and applicable legal requirements have been observed
How Much Does It Cost to Translate a Game or App into Thai?
Pricing and turnaround time depend on several factors, including the word count, the amount of duplicate matches in the translation memory, the type of content, the number of platforms requiring LQA, and how soon the project needs to be delivered.
How to Choose a Game Translation Company or Localization Partner
Ask yourself a few questions. Do the working team understand Thai users and the nature of your game? Can they work with your existing TMS? And can they perform LQA in an actual build?
Frequently Asked Questions About Thai Game and App Localization
Do Thai apps always use the Buddhist Era calendar?
Not necessarily. It depends on the context, but the calendar convention should be clearly specified wherever it matters.
Can AI be used to translate games and apps?
Yes. AI can be useful for content with a high volume of repeated strings, potentially through machine translation post-editing (MTPE). However, user-facing text, transaction UI, and brand voice should still undergo a final review by localization specialists.
How long does the Thai localization process take?
It depends on the word count, the build's testing readiness, and how many rounds of LQA are required.'
Is translating the game or app into Thai enough to launch in Thailand?
Not always. You should also localize the UI, payment flows, and app store listing content as well.
Request a Thai Localization Project Estimate
Just give us your product name, target platforms, estimated word count, and planned launch date. We'll provide an initial estimate of the project scope, timeline, and budget free of charge. Please note that actual LQA work will require further scoping discussion.
With the right localization strategy, your game or app can do much more than just 'be in Thai'. The LocalLight team is happy to help you prepare your product for success, delivering an experience that feels natural to Thai users from the very first interaction.