Developers now have unmatched access to gamers worldwide, thanks to platforms like Steam and the App Store. Indie games can quickly become global sensations.
But this is unlikely if a game is only available in one language. Why? Players need to understand what they’re buying and follow in-game dialogues.
To reach players everywhere, game localization is essential. This guide will explain what game localization is and how to incorporate it into your development process.
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Why Does Game Localization Matter?
Localization requires effort, but the data shows it’s well worth it. In 2020, China’s gaming market hit $43.6 billion, with almost every top 100 game available in Chinese. In Poland, nearly half the population enjoys gaming, but only about a third speak English. Similar patterns exist worldwide.
For online purchases, localization benefits are even clearer:
- 72% of consumers prefer buying in their native language (Harvard Business Review).
- 64% of buyers appreciate localized content (Forrester).
Importance of Localization Game Content for Business
Achieving global reach with the same version of your game in one language is unlikely due to linguistic and cultural differences between markets. Here are key elements to consider:
- Language: Even if many global players speak English, they might misunderstand the game if it’s not in their native language. For instance, the US game “Tony Hawk’s Pro Skater” is known as “Tony Hawk’s Skateboarding” in Europe to avoid confusion with ice skating.
- Cultural References: Adapting local culture and history is crucial. For example, the Chinese game “Honor of Kings” launched as “Arena of Valor” in the West. The word ‘Kings’ was omitted because monarchs have a central role in Chinese history, unlike in regions like the US.
- Local Tastes: Players are more likely to enjoy a game if its design fits their cultural preferences. The Japanese developer Irem adapted the US version of their game ‘S.O.S The Final Escape’ by changing characters’ hair color to blonde, fitting Western tastes.
- Local Legislation: Sensitive content might need to be adapted or removed. For example, in the Japanese version of “Super Mario Kart,” characters drink champagne after winning. However, Nintendo of America’s policies required changing this due to restrictions on depicting drinking in games.
The game will gather much fewer players if it is blocked in most regions of the world or is not localized. Although it is possible to play unblocked games, use patches from third-party developers with localization, or play in English, not everyone can do this. Those companies that want to attract a large audience are obliged to localize their game into as many languages as technical capabilities allow.
Game Content Localization Tips and Strategies
1. Localize ASAP
To ensure top-notch game localization, plan for it right from the start of development. Separate your content from the code and design your game to handle longer text, different fonts, and various formats. This early planning not only streamlines stakeholder involvement but also incorporates technical needs for diverse languages and cultural nuances.
2. Create a Localization Strategy
When localizing your game, it’s tempting to think about global success right away (cue the supervillain laugh). While optimizing for a global audience is a great long-term goal, it’s essential to start with a strategy.
Decide which locales to prioritize. A locale is a specific language and region, like Mexican Spanish or Australian English. Consider factors such as your game’s genre and market size to make this decision.
3. Leverage Technology
Next-generation localization technologies, like the AI-powered Phrase Localization Platform, are essential for managing localization projects. They help track translation progress and control costs efficiently. With features such as translation vendor management and workflow automation, these technologies make adapting video games quick and easy.
4. Extract Your Content
To get started with professional localization services, you’ll need to submit your content for translation. Here’s how to do it:
- Extract and Upload Text Strings: Most platforms will require you to extract all the text strings from your game manually. End-to-end solutions simplify this process by automatically recognizing and extracting text strings. They support various file types, including XML, PHP, HTML, CSV, and TXT.
- Separate Technical and Marketing Content: Not all content for localization is stored in text strings. Submit technical content, such as dates and times, in a separate file. Similarly, isolate marketing content like product descriptions and keywords. Don’t forget to include all cutscenes and character voices.
5. Open Communication
Streamlining communication by enabling direct interaction among stakeholders can cut down response times to linguists’ questions, making localization more efficient. Incorporating query management into localization tech platforms ensures queries are handled smoothly, becoming part of the regular workflow. Direct communication between developers, in-house translators, and external providers can further optimize this process.
Conclusion
Taking a video game global is a high-stakes endeavor due to the booming video game industry. Customizing games for local markets is essential because of various regional differences. Game localization can boost adoption among local players, leading to higher revenue and more long-term customers. However, the process can be complex, involving many stakeholders.
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