Language filters for Steam game reviews could negatively impact Japanese gaming industry

Valve has begun allowing users to view Steam reviews written in specific languages. Gamers can now see if poor translations affect players more in some regions than others. Publishers can also learn how the reception of a project differs by demographics. However, some Japanese users worry that the change will lead to fewer Steam games in the country.

Automaton highlighted a social media post from a Japanese streamer that explains these gamers’ concerns. Users in Japan tend to leave more negative game reviews than players speaking other languages. Shinjisan describes cultural differences, where Japanese consumers are more inclined to post critical reviews. That can lead to a false impression that the majority of gamers in the country aren’t enjoying a title.

Japanese gamers also view rating scales differently than many of their Western counterparts. A mediocre score for these players doesn’t have the same negative connotations. While not a formal study, a 2021 analysis of Steam game reviews considered 262 titles. 17% of reviews from around the world were negative, but 45% of those ratings came from Japanese players.

The Automaton article references conversations with publishers about their views on Japanese audiences. Most individuals were aware that game reviews from the country were uncharacteristically negative. Even so, the scores didn’t impact their plans to release titles with Japanese language options.  

Despite some reassurances from game-makers, Valve’s Japanese audience still has concerns. Still, the new language options could have an unexpected benefit to publishers. For most Steam games, Japanese ratings are usually vastly outnumbered by reviews in English, Chinese, and Russian. If buyers only view reviews in these languages, removing the lower Japanese scores may result in a higher overall rating.