I’m Brazilian, and if not for me never shutting up about it my bio (and this, this and this article), you might’ve missed that tidbit of little old me. As a Brazilian gamer, I do resonate well with games made in my country — I mean, you all read the Brasil Game Show article from last October, right? RIGHT?
Turns out, I’m not alone on that perception, as recent data from Alinea Analytics suggests that games tend to have a bigger, more lasting effect on users from the country being represented — or at least, made in or have some relationship with.
This is not exactly “new” — in science, we call this the “Hometown Hero Effect”. But I don’t think I remember any data specifically tailored for the gaming industry about this. Luckily, Alinea’s own Rhys Elliott shared a few tidbits on the matter on his X/Twitter account.
As pointed out by the above, the most striking example of this trend is found in China with the release of Black Myth: Wukong. Developed by the Chinese studio Game Science, the title captured a massive 56% of the Steam audience and 39% of the PlayStation 5 audience within the country.
In Europe, the trend is equally visible as France’s own Clair Obscur: Expedition 33 by Sandfall Interactive has already secured the number-three spot on both the PlayStation 5 (reaching 11% of the audience) and Steam (7% of the audience). This success is mirrored by the long-standing popularity of the Assassin’s Creed franchise, which consistently ranks third in the French market. Similarly, in the Czech market, Warhorse Studios’ Kingdom Come: Deliverance II (whose predecessor may get a PS5 upgrade)recently claimed the fourth spot, attracting a significant portion of the local PS5 and Steam user base.
The data also highlights the longevity of this local support. Cyberpunk 2077, developed by the Polish studio CD Projekt Red, remains the third most popular game on Steam in Poland years after its initial launch. In South Korea, Shift Up’s Stellar Blade followed a similar trajectory, peaking at number three on the national PlayStation 5 charts.
And I don’t even have to bring up how much I liked Master Lemon: The Quest for Iceland, right? You have our review for that…
What drives the “Hometown Hero” effect
According to Elliott, the “hometown hero effect” is fueled by more than just geography. Key factors include:
- Cultural Resonance: Games that reflect a country’s specific arts, culture, and themes—such as Expedition 33’s French roots—tend to see higher domestic engagement.
- Media and Influence: Extensive coverage from local media outlets and influencers creates a concentrated hype cycle within the home country.
- Authenticity: The use of original scripting and familiar accents allows local players to see their own identities reflected in the game world.
- Physical Presence: The simple fact that a studio is physically located in a player’s “hometown” fosters a deep-seated desire to support the creators “with their whole heart”.
As the gaming industry continues to globalize, these findings suggest that understanding local cultural nuances and maintaining a strong domestic presence remain vital strategies for developers looking to build a dedicated and lasting fanbase.
