How to Test 10 Non-Core Markets Without a Localization Team

LATAM. MENA. Southeast Asia. Eastern Europe.

These regions offer strong download potential and less competition compared to the US and Western Europe. The growth opportunity is clear.

Still, most publishers focus on their core markets. The main barrier is the high cost of exploring new regions.

Fully localizing for one market can cost tens of thousands. Expanding to ten markets means a six-figure investment before you know if those markets will convert. Producing translated store listings, localized screenshots, adapted descriptions, and relevant icons is a major lift for most growth teams.

As a result, non-core market plans often remain on the roadmap and never move forward.

A more effective approach is to test first and commit later.

The non-core markets expansion trap

Typically, teams identify a few promising Tier 2 markets based on download data, invest in full localization for each, launch, and then wait several months to see results.

If these markets convert, the investment is justified. If not, the company has spent significant resources to learn something that could have been tested more efficiently.

This is why most publishers stall. This is often why publishers stick to their core markets. The risk and upfront investment for Tier 2 entry can outweigh the potential return. Ultimately, if you can test market viability before committing to full localization.

Experiment-first market entry

Rather than fully localizing for a few markets, you can run store listing experiments across multiple regions simultaneously.

This means creating basic localized versions of your store listing, such as translated short descriptions, adapted screenshots, and relevant icon tests, and running them as Google Play experiments in each target market. You are not launching in these markets yet. Instead, you are testing if your store listing can convert local users. These experiments use your existing traffic and organic search in each locale, giving you conversion data within weeks or 10 markets. (Curry, 2025)

Markets with strong conversion rates can move forward to full investment. Those that do not can be deprioritized, keeping your learning costs low.

This is an experiment-first market entry. And it changes the economics of T2 expansion entirely.

What you can test without full localization

You do not need a full localization package to run a valuable market experiment. Focus on the store listing elements that most impact conversion:

Short descriptions are especially important in markets where users tend to scan quickly. (A Complete Guide to App Store Optimization (ASO), 2024) Localizing these in languages like Portuguese, Arabic, or Bahasa Indonesia can help signal relevance right away.

Screenshots help tell your app’s story visually, but adapting them for local cultures is important. Elements like color, character representation, and use-case examples that work in one region may not resonate in another.

Icons are often the first thing users see in search results. Testing locally adapted icon variants, even with small changes like color or text, can quickly reveal what works best in each market. (Product Page Optimization - App Store, 2026)

Feature graphics are highly visible on your store listing. Localizing these shows users that you value their market from the start.

All of these elements can be tested as Google Play experiments without changing your main market listings. The experiments run only in the target locale using the store’s built-in tools. Regional insights: LATAM, MENA, SEA, Eastern Europe.

Each Tier 2 region has its own unique characteristics.

LATAM is a mobile-first, price-sensitive region where social proof and community signals are effective. Portuguese (Brazil) and Spanish reach the most users, making them practical starting points for testing.

MENA is experiencing rapid growth, especially among younger mobile gamers. Right-to-left layouts are important for screenshots and descriptions, and Arabic localization shows commitment to the region. (Mobile Games - MENA | Statista Market Forecast, 2023) diverse – Bahasa Indonesia, Thai, Vietnamese, and Tagalog each serve distinct markets. Casual and social gaming dominate. The cost per install is lower than in Western markets, making it an efficient testing ground. (Cost per Install (CPI) Rates (2025), 2025)

Eastern Europe includes strong gaming markets like Poland, Turkey, and Russia (where available). These regions respond well to localized content and are often less crowded by Western publishers. (Gaming Networks - Eastern Europe | Statista Market Forecast, 2023)

The goal is not to localize for every region at once, but to test which markets respond to your store listing so you can invest where it matters.

The autonomous testing model for non-core markets

Running experiments in multiple markets at once is difficult to manage manually. Each market needs setup, creative variants, monitoring, and decisions. Doing this across many regions can overwhelm your team and divert focus from strategy.

PressPlay automates the entire multi-market testing process. AI creates localized creative variants, experiments run across target markets simultaneously, and monitoring and decision-making happen automatically. Your team sets the strategy, and the system handles execution.

This means you can test 10 markets in the time it would normally take to localize for just one.

From experiment to commitment

Not every market with positive signals will be ready for full investment. The graduation process has three steps:

First, look for a conversion signal. If the localized experiment shows a clear improvement in conversion rate over your default listing, there is demand in that market.

Second, volume potential. Is the organic traffic volume in this market large enough to justify the investment in full localization and UA? A 30% CVR lift in a market with 500 monthly impressions is not the same as in a market with 50,000. (Curry, 2025)

Third, check for retention. If you have data, look for retention patterns that support long-term growth. High installs without retention will not help sustain your ranking.

Markets that meet all three criteria can be moved to full localization. Others can be monitored or deprioritized, keeping your investment focused.

Stop guessing which Tier 2 markets are worth investing in. Test them first. Book a demo to see how PressPlay can help automate multi-market experimentation.

References

Curry, D. (2025). App Store Optimization Rates (2025). Business of Apps. https://www.businessofapps.com/data/app-store-optimization-rates/

(2024). A Complete Guide to App Store Optimization (ASO). Search Engine Journal. https://www.searchenginejournal.com/app-store-optimization-how-to-guide/241967/

(2026). Product Page Optimization - App Store. Apple Developer. https://developer.apple.com/app-store/product-page-optimization/

(2023). Mobile Games - MENA | Statista Market Forecast. Statista. https://www.statista.com/outlook/amo/media/games/mobile-games/mena

(2025). Cost per Install (CPI) Rates (2025). Business of Apps. https://www.businessofapps.com/ads/cpi/research/cost-per-install/

(2023). Gaming Networks - Eastern Europe | Statista Market Forecast. Statista. https://www.statista.com/outlook/amo/media/games/gaming-networks/eastern-europe

Curry, D. (2025). App Conversion Rates (2025). Business of Apps. https://www.businessofapps.com/data/app-conversion-rates/