Key to the global success of the biggest players in the gaming industry is video game translation and localization. But what are translation and localization? The translation definition is the process of translating words or text from one language into another. The localization definition, meanwhile, is the process of making something local in character or restricting it to a particular place.
What does localization mean in video games?
Both translation services and localization services have a key role to play in enabling video games to achieve success around the globe. From a practical perspective, they mean that gamers can play in their own language and easily follow in-game instructions and dialogue. From a psychological perspective, game localization means that gamers can feel more connected to the game that they are playing. It becomes an experience that is far more suited to their localized expectations – and that’s something that will boost sales.
Consider the numbers involved and it’s easy to see why this is so important. The video game industry has expanded hugely in recent years. According to Statista, global video game turnover rose from €51.64 billion in 2011 to €100.67 billion in 2019. And player numbers continue to increase. They stood at 2,471,000,000 in 2019, but Statista reports a projected increase to 2,725,000,000 by 2021.
Skilled localization has helped video game developers to promote titles around the world. Who hasn’t heard of Super Mario? Or Pokemon?
Video game localization can also help gaming companies to avoid offending their audiences. Nintendo learned this the hard way back in the mid-2010s when they offended Pokemon players based in Hong Kong. Their Japanese translator provided the game’s well-known Pickachu character with a Mandarin-only version of its name, using Pi-ka-Qiu for both the Mandarin and Cantonese versions of the game (earlier editions had seen the character named Bei-Kaa-Chiu in Cantonese). Ever sensitive to the erosion of Cantonese as a result of the spread of Mandarin, Hong Kong gamers took to the streets outside the Japanese Consulate to express their displeasure.
The Japanese to English translation caused no such offense, but the Cantonese version goes to show how even a single localization flaw can cause gamers to disconnect with the product.
How long does it take to localize a game?
Once the developer has decided to share their game internationally, it’s time to implement a game translation and localization strategy. How long it takes to localize a game will depend on the complexity of the game, but the localization process is much the same regardless of the game genre or size.
The developer needs to identify, extract and export the content they want to be translated and localized. A software localization expert can assist with this. It’s then time for the video game translation and localization to take place before the localized content can be imported and tested.
Sounds simple, right? Well, it is and it isn’t. Gaming translation and localization is a huge field. The process needs to incorporate proper video game aesthetics and appropriate art assets. Consider the depth of the cultural references that you encounter in the visual elements of a video game (never mind the text and dialogue for now) and you’ll begin to appreciate the scale of the job. Each element of the game needs to be suited to the target audience, and with games intended for global play, that means an awful lot of localization.
Then there’s the text-based element. The translation needs to be high-quality and accurate, both for the captions and the parts played by voice actors. Nor is it simply enough to translate Japanese to English and be done. The nature of video game translation means that the translator much pays constant attention to relevant cultural and social norms that might have a negative effect on the game’s essence, flagging up anything that needs localization based on their expert knowledge of the target audience.
The importance of localization to future success
As the video game industry continues to grow, so will the need for localization. If a new developer wants to succeed, one of the first questions they need to ask is, “What is a localization and who can provide it for me?” Game and app localization are so key to global success that no gaming company can expect worldwide success without them.
Every year, new players come onto the scene, with both emerging economies and gaming stalwarts (we’re looking at you, Japan) producing superb offerings for the international gaming community. Many of those in the industry don’t speak English but aim to capture the hearts and minds (and wallets) of millions of those who do. The way they approach software localization will reflect their chances of success.
Of course, producing a world-renowned game is about more than video game translation or app localization services. If it was, developers would simply focus all their attention on producing video translation software! No, the translated video game must also adhere to all those golden rules of game success – playability, character and story complexity, optimization and all of those elements must tie together if a game is to succeed. They just need to do it in the right language and in a way that meets local cultural expectations!