The video game industry has a long history spanning almost seventy-five years, with the first game emerging in the late 1950s. Game localization began in the late 1970s, gradually contributing to the industry's growth.
Initially, Japanese games were the first to undergo localization for English-speaking audiences, often translated by proficient English developers. However, due to limited resources, only basic in-game text and packaging were translated.
By the 1990s, with the rise of console emulators, fans began localizing popular games themselves. Dissatisfied with earlier translations, players sought better adaptations. Notably, poorly translated games like Zero Wing, famous for its "All your base belong to us" error, highlighted the need for improved localization practices.
Hence, the gaming industry realized the necessity for a significant shift in localization approaches, prompted by the prevalence of poorly translated titles from that era.
Localization of Video Games – Comprehensive Guide
It's essential to emphasize the intense nature of game localization. For achieving the desired results one must pay meticulous attention to numerous components. Below, we outline the steps necessary for successful game localization.
A) Establishing a Localization Strategy
1. Choose your target demographic
Ensure a deep understanding of your target audience through comprehensive market analysis. Explore potentially lucrative yet cost-effective markets for expansion, as mentioned earlier, or focus on regions where success is more assured, such as those where similar games have thrived in past years.
2. Plan and Allocate the Budget
The ultimate cost of game localization depends on the chosen market and the translation team engaged. Setting a definitive budget early on through consultation with the chosen translation team helps prepare forecasts of daily operations as well as for unforeseen expenses in advance.
3. Establish the Foundation
Prepare specific information before initiating the localization process to streamline operations and accelerate progress. This may involve assembling a localization kit, crafting a style guide, and developing a glossary.
B) Select your game localization team thoughtfully
The success of the localized game depends on hiring the right Game Translation Services. Whether opting for freelancers or an in-house team, ensure they possess the requisite translation and localization tools and a proficient translation team. The ideal team should meet specific criteria:
1. Expertise in the subject matter
Translators must be well-versed in gaming terminology relevant to the type of game being localized. It's essential to collaborate with professionals who have previously localized similar games, backed by strong client testimonials.
2. Native-speaking proficiency
Opt for native speakers to ensure the game resonates authentically with the target audience. Native speakers can accurately convey culture-specific idioms and local jargon, enhancing the game's appeal to native-speaking players. Translators should ideally be native speakers of the target language to effectively connect with the intended audience.
C) Developing a style guide and glossary
Establishing the foundation for your Game Translation involves preparing essential information for the translation team. This includes creating a style guide, detailing the preferred communication style for translators, and compiling a glossary of key terminology important for the game. These resources ensure accurate and consistent translation of important terms.
Playing and reviewing background documentation helps in further filtration. This step enables to familiarize the developers with the game's subject matter, significant details, and the overall vibe of the game. Additionally, the translation team will generate their versions of the style guide and glossary in the target language.
D) Develop a localization kit
LocKit is an information bundle comprising comprehensive specifications about the localization endeavor. This encompasses details about the translation tools employed, insights into the game's settings, storyline, and characters, as well as technical specifics like font sizes, formats, syntax, language structure, and coding strings. Creating a localization kit, commonly referred to as a LocKit is invaluable, as it outlines the localization goals and maintains process clarity.
E) Decouple text from the code and utilize a translation management system.
Before commencing the translation process, the initial phase involves extracting language strings from the game's code for subsequent translation and transferring them to a translation management system (TMS). A TMS is an intelligent translation tool designed to enhance efficiency throughout the translation and localization process across multiple languages simultaneously.
F) Streamline game localization using translation memory.
Translation memory is a highly valuable tool in the localization process. It retains previously translated language data, enabling automation of a significant portion of the translation process, thereby saving time and cost for the client. In the case of translating the latest installment of a game series, numerous terms and phrases are likely to recur from previous versions. These recurring terms, including character and item names, can be automatically translated by the tool. This allows translators to concentrate on translating newer and unfamiliar content.
G) Localize audio and text content.
Translating recordings, and prioritizing subtitles over spoken dialogue streamlines this process. Ensuring that translations accurately convey the original meaning and adjust as needed translators can review translations on screen before recording.
Also, selecting suitable voice actors to ensure characters' voices are distinct and culturally appropriate is necessary. For example, opting for voice actors capable of delivering appropriate accents or tones for the target language is an important decision.
H) Proofreading and Linguistic Quality Assurance (QA)
After translating and localizing text, a specialized editor ensures consistency before linguistic quality assurance (QA) begins. QA involves testing by a team of native speakers and gamers to ensure cultural, regional, and linguistic expectations are met, while also identifying bugs and suggesting improvements.
I) Transcreating Marketing Content
In addition to translating the game's content, it is important to localize marketing materials. This involves transcreation, a fusion of translation and copywriting that captures the essence of the advertising message. Transcreating website, ads, landing pages, and social media is essential to effectively promote the game across various online platforms.
Essence
By following the above steps developers can ensure that their games resonate with players worldwide. As the gaming industry continues to evolve translation services play an increasingly vital role in driving growth in the gaming community.