Locale

sets locale "en-US" tells the server browser where a server is pitched. Players filter by it heavily, because latency and language decide whether a server is playable at all.

Set it to the community you actually serve, not where the hardware sits. A German-speaking community on a French datacentre is de-DE; the hosting location belongs in the description if it matters.

Getting locale wrong is one of the quieter reasons a server underperforms. If you are listed as en-US but your staff, rules and voice chat are Portuguese, every English-speaking player who filters to you bounces, and every Portuguese player filtering for pt-BR never sees you. The result looks like a traffic problem and is actually a labelling problem.

Locale is also a competitive variable. A regional filter is a much smaller pond, and being clearly the best option inside one is usually easier than being the hundredth option globally.