Client
Hatch
Industry
Software
Tags
Brand Management, Digital Consulting
Enhancing User Experience and Market Adaptation through Localised Support, Translation, and Digital Content Optimisation
Introduction
Hatch Entertainment, a Finland-based subsidiary of Rovio famed for its game franchise 'Angry Birds', aimed to expand into Korea - arguably world's most competitive gaming market. Despite its advanced cloud-gaming technology and Western market success, Hatch encountered barriers in user engagement and operational continuity due to linguistic and cultural localisation gaps in Korea’s fast-evolving entertainment ecosystem.
To bridge these gaps, expand k was engaged to implement a Korean localisation and community support programme, covering language adaptation, in-app communication, and live service coordination. The partnership’s goal was to ensure full operational functionality and provide a culturally seamless gaming experience for Korean users.
Challenges & Objectives
Korea’s mobile gaming landscape is marked by sky-high consumer expectations for real-time responsiveness, complete language integration, and personalised communication. Even technically robust platforms often face early churn when users encounter untranslated interfaces or delayed support. Hatch required a local partner capable of handling both technical communication and cultural nuance - maintaining engagement quality on par with local industry leaders.
The objectives were threefold: to establish full Korean-language accessibility across Hatch’s interface and live features; to deliver responsive user support through native communication channels; and to strengthen the app’s reputation by localising advertising and video assets for the Korean audience - all while aligning with Hatch’s global creative standards.
Activities
The collaboration began with Korean customer support setup, providing daily translation and management of user feedback, inquiries, and troubleshooting requests. expand k developed the workflow and escalation process to ensure local responsiveness while maintaining coordination with Hatch’s operations team in Finland.
In parallel, Korean translation support and reviews were conducted for UI strings, push notifications, marketing copy, and app-store materials, ensuring linguistic accuracy and tone alignment with Korean gamer communication. expand k further led display and video ad localisation, reworking assets for visual rhythm, subtitle integration, and colloquial phrasing familiar to Korean audiences. The project concluded with content localisation across in-app announcements, event promotions, and live-feed notifications, completing a unified and contextually relevant communication system for the market.
Results
The localisation programme significantly improved user sentiment and retention metrics across Korean app stores and in-app reviews, reflecting increased satisfaction with support response times and native communication quality. The fully localised in-app ecosystem reduced friction in user engagement, while culturally adapted ad creatives enhanced click-through and playtime rates within Korean digital platforms.
expand k’s end-to-end Korean communication and content framework transformed Hatch's regional operations from a technically competent service into a culturally resonant experience. The success established a model for how Western entertainment platforms can localise beyond language - integrating cultural tone, immediacy, and trust as essential drivers for user growth in Korea.
