Engaging global players with gaming localization
Introduction
The 52 years since Pong was invented have been enormously transformative. From the rooftops of ancient Egypt to Miami of the 1980s all the way to outer space in the far future, games have never been more systematically complex or culturally nuanced, as they simultaneously try to capture the era in which they’re set and appeal to modern audiences.
As the gaming industry transcends borders, the significance of game localization has surged to the forefront. No longer a niche endeavor, game localization is now pivotal for developers and publishers aspiring to capture a global audience.
But what exactly is game localization? It’s the art of adapting a game to resonate with players in different regions. This goes beyond just translation. It encompasses the cultural nuances, linguistic intricacies, and technical adjustments necessary to deliver an immersive and authentic gaming experience across languages and locales.
By tailoring a game to a specific market, developers unlock a treasure trove of benefits. Increased player engagement, enhanced brand reputation, and ultimately, amplified revenue streams are just a few of the rewards reaped from a well-executed localization strategy.
What do gaming companies need to consider for localization?
Video game localization requires a well-defined strategy to avoid errors and ensure a positive user experience.
Linguistic adaptation
The linguistic adaptation of a video game is the cornerstone of effective localization. It involves meticulous translation, adaptation of cultural nuances, and careful consideration of voice-overs and audio elements. This ensures that the game resonates with players across different language communities.
Text localization
Text localization is the bedrock of linguistic adaptation. It involves translating in-game text, menus, subtitles, and marketing materials while preserving the original tone, style, and intent. This process requires not only linguistic proficiency but also a deep understanding of the target audience’s cultural context.
The Ratchet and Clank series exemplifies excellence in text localization. Its witty banter and humor were both translated into various languages, captivating audiences worldwide. The franchise’s global success, including a Japanese manga adaptation, speaks volumes about the power of effective text localization.
Cultural nuances
While literal translation is essential, adapting cultural nuances is equally crucial. Humor, references, and imagery often carry different meanings across cultures. Failing to adapt these elements can lead to misunderstandings or, worse, offense.
The MindQuiz debacle serves as a cautionary tale. The game’s inclusion of the phrase “super s******” in its English version, while innocuous in some regions, sparked outrage in the UK due to its offensive connotations. This oversight led to the game’s withdrawal from the market.
As the gaming industry transcends borders, the significance of game localization has surged to the forefront. No longer a niche endeavor, game localization is now pivotal for developers and publishers aspiring to capture a global audience.
Voice-over and audio localization: giving characters a voice
Voice-over and audio localization bring characters to life, immersing players in the game’s world. Casting voice actors who can capture the essence of the original characters while adapting their delivery to the target language is a delicate art.
Fallout 4 encountered a misstep in its Japanese localization. Male characters were voiced with female speech patterns, disrupting the immersive experience for Japanese players. It wasn’t enough just to translate the words.
In conclusion, linguistic adaptation is a multi-faceted challenge that demands a comprehensive approach. By investing in skilled translators, cultural consultants, and voice actors, developers can ensure that their games resonate with players around the world.
Technical challenges in game localization
Beyond linguistic adaptation, game localization also entails overcoming a myriad of technical hurdles. These challenges arise from the diverse technological landscapes in different regions and the need to adapt games for various platforms and devices.
Character encoding and text rendering
Different languages utilize diverse character sets. Ensuring that in-game text renders correctly across various platforms and devices is paramount. This involves choosing appropriate character encoding schemes and testing thoroughly to avoid garbled or missing text. Neglecting this aspect can lead to a frustrating player experience and tarnish the game’s reputation.
UI/UX design adjustments
User interface (UI) and user experience (UX) design adjustments are often necessary to cater to diverse reading habits and screen sizes. For instance, languages with longer words or different reading directions might require adjustments to menus, layouts, and UI elements. Adapting the UI/UX to the cultural preferences of the target audience ensures a seamless and intuitive gaming experience.
Date, time, and currency formatting: A matter of convention
Formatting dates, times, and currencies correctly for specific regions is essential for avoiding confusion and maintaining immersion. Different regions have varying conventions for these formats, and failing to adjust them can lead to misunderstandings and detract from the overall user experience.
Game localization is a complex undertaking, but by addressing these technical challenges head-on, developers can ensure that their games are accessible and enjoyable for players worldwide. The technical aspects of localization are just as crucial as the linguistic and cultural considerations, and they require a dedicated and skilled team to execute successfully.
Cultural appropriateness
Ensuring cultural appropriateness is a non-negotiable aspect of game localization. It involves a deep understanding and respect for the target audience’s cultural norms and values. This means avoiding stereotypes and offensive content and striving for authentic representation that resonates with players.
Avoiding stereotypes and offensive content
Stereotypes and offensive content can quickly alienate players and damage a game’s reputation. Localization teams must be vigilant in identifying and rectifying any elements that could be perceived as insensitive or discriminatory. This requires meticulous research, consultation with cultural experts, and a commitment to portraying diverse cultures with respect.
Blizzard’s Overwatch is a great example of cultural sensitivity. The game features a diverse cast of heroes from various backgrounds, each crafted with depth and nuance. Characters like Mei, a Chinese climatologist, and Lúcio, a Brazilian DJ, are celebrated for their authentic representation, avoiding harmful stereotypes and resonating with players worldwide.
Localization testing: A crucial step
Localization testing involves having native speakers playtest the localized game to identify any inconsistencies, errors, or cultural faux pas. This process is invaluable for catching subtle nuances that might have been missed during the translation and adaptation stages. By incorporating feedback from native speakers, developers can fine-tune the localization and ensure a culturally appropriate and enjoyable experience for players.
What is involved in the game localization process?
Game localization is a structured process that encompasses pre-production planning, the localization phase itself, and ongoing post-launch support. Each step is crucial for ensuring the game resonates with players across different cultural and linguistic backgrounds.
Pre-production and planning: Laying the groundwork
Before localizing, careful planning involves identifying target markets through thorough research of demographics, language preferences, and cultural considerations. Understanding the target audience’s expectations and preferences is key to crafting a localization strategy that aligns with their needs.
Scoping and budgeting are also critical aspects of the planning phase. Estimating the cost and resources required for localization based on game content and target languages helps set realistic expectations and allocate resources effectively. A comprehensive glossary and style guide are developed to serve as a reference for translators, ensuring consistency in terminology, tone, and voice throughout the localization process.
Localization process: Bringing the game to life in different languages
The localization process begins with text extraction, where all in-game text is extracted and prepared for translation. This includes dialogue, menus, tutorials, and any other textual content within the game.
Qualified linguists familiar with gaming terminology and target cultures then translate the extracted text. They not only ensure linguistic accuracy but also adapt the text to fit the cultural context, preserving the intended meaning and emotional impact.
CD Projekt Red’s acclaimed RPG, The Witcher 3: Wild Hunt, exemplifies this dedication to linguistic and cultural adaptation. The game’s intricate dialogues, folklore, and regional dialects were meticulously localized to retain the original’s essence while resonating with international audiences.
Once the translation is complete, rigorous QA and testing are conducted. This involves both linguistic and functional testing to guarantee accuracy, cultural appropriateness, and seamless technical functionality. Any inconsistencies, errors, or cultural faux pas are identified and rectified to ensure a polished and enjoyable player experience.
Release and post-launch support: Nurturing the localized game
The release of the localized game marks a significant milestone, but the journey doesn’t end there. Localization kits, containing localized assets like text, audio, and visuals, are provided to game developers for integration.
A plan for localizing ongoing content, such as updates, DLCs, and expansions, is also established. This ensures that new content is seamlessly integrated into the localized versions of the game, maintaining consistency and player engagement.
Monitoring player feedback is important for identifying any localization issues that might have surfaced post-launch. Developers actively address these issues, making adjustments and improvements to enhance the player experience continuously.
Success Stories
How Bigpoint achieved smooth continuous video game localization using Git version control system and XTM Cloud
Advanced strategies for game localization
As technology evolves, so too do the platforms and mediums for gaming. This necessitates advanced localization strategies tailored to specific gaming experiences.
Mobile game localization
Mobile gaming presents unique considerations due to smaller screens, touch controls, and the prevalence of in-app purchases. Effective localization for mobile games requires optimizing the user interface and user experience for both portrait and landscape modes. Clear and concise text is paramount, given the limited screen real estate. Additionally, cultural preferences for color schemes and iconography should be considered to maximize player engagement and retention.
Localization for VR and AR games
Virtual Reality and Augmented Reality games demand a distinct approach to localization.
These immersive experiences require adapting gameplay mechanics, cultural references, and narrative elements to seamlessly integrate with the virtual or augmented environment. Moreover, potential issues with motion sickness and cultural comfort levels in VR/AR settings must be carefully addressed to ensure a positive player experience across diverse audiences.
Machine Translation in game localization
The advent of machine translation offers exciting possibilities for streamlining the localization process. MT can be particularly useful for translating less critical content within games, such as in-game descriptions or item names.
However, it’s important to note that while MT can be cost-effective, it’s not a replacement for human expertise. Combining MT with human post-editing ensures accuracy, cultural fluency, and the preservation of the game’s intended voice and tone.
Incorporating these advanced strategies into the game localization process enables developers to expand their reach into new markets and provide a truly global gaming experience. By staying abreast of technological advancements and adapting localization strategies accordingly, game developers can unlock new avenues for success in an increasingly interconnected world.
Localization made easy with the XTM Translation Platform
In the ever-expanding world of gaming, localization is not merely an option but a strategic imperative. It’s the key to unlocking the full potential of a game by making it accessible and enjoyable for players worldwide. Whether it’s adapting to cultural nuances, overcoming technical challenges, or ensuring cultural appropriateness, game localization is a multifaceted endeavor that demands expertise and dedication.
By investing in comprehensive localization technology, developers and publishers can tap into new markets, foster deeper player engagement, and ultimately, achieve greater commercial success. As the gaming industry continues to evolve, the importance of localization will only intensify, making it an indispensable strategy for gaming companies aspire to create truly global gaming experiences.
About the Author – Andreas Ljungström
With 10+ years of experience in TMS consultancy, Andreas is a specialist in language technology and software training. In addition to being a professional translator, Andreas has held a variety of roles in the industry, including Global Solutions Architect and Product & Solution Manager. With a deep technical and linguistic background, Andreas’ articles have been published in industry publications such as tekom Tagungen, and he is a seasoned speaker at specialized events such as Nordic TechKomm, tcworld, and the SAP Language Industry Forum among others.
