Videogame localization is the process of translating and adapting a game into different languages. The studies on this subject have focused mainly on players’ reactions over the localized version or on comparing (at least) two versions of a game, in which they discuss on how the localizers manage to keep an authentic feeling of the game. This thesis brings a new discussion to the fore, as it aims at analyzing the role and process of localization in the videogame industry, that is part of the creative industry. For this, I did interviews with localization specialists, fieldwork in videogame conventions – where I spoke to representatives of the industry, such as marketing teams and developers –, and archival research. The data retrieved allow to discuss that the role of localization in the videogame industry is growing due to the wider access to the broadband internet. This allowed games to be both sold and discussed virtually, through forums, reviews, and online stores. This changed the relationship between publishers, developers, and players bringing it closer and allowed the players to have a more active voice in the game development process. This empowerment allowed the localization process to grow in importance at the industry, which have increased its revenues as localized games have higher sales than the not localized ones. This research furthers our understanding of videogame localization, as it brings the point-of-view from the industry in a Science and Technology Studies approach, focused on the Sociotechnical Imaginaries.