Setting a region on your server can give potential players an idea of where your server is located or what language is likely to be spoken. Since this setting isn't automatically set, you'll need to set it manually.
1. Open the Advanced Server Settings (Game.ini)
2. Find the line that says serverRegion=0
3. Set this to your preferred region. The region codes are as follows:
0 - Europe
1 - North America
2 - Asia
3 - Australia
4 - South America
5 - Japan
4. Save Config & Restart the server