How do beliefs about gods vary across populations, and what accounts for this variation? We argue that appeals to gods generally reflect prominent features of local social ecologies. We first draw from a synthesis of theoretical, experimental, and ethnographic evidence to delineate a set of predictive criteria for the kinds of contexts with which religious beliefs and behaviors will be associated. To evaluate these criteria, we examine the content of freely-listed data about gods' concerns collected from individuals across eight diverse field sites and contextualize these beliefs in their respective cultural milieus. In our analysis, we find that local deities' concerns point to costly threats to local coordination and cooperation. We conclude with a discussion of how alternative approaches to religious beliefs and appeals fare in light of our results and close by considering some key implications for the cognitive and evolutionary sciences of religion.