From curiosity to creativity, how to excel in Game Localization

Game localization has evolved from a niche interest to a highly profitable opportunity in the booming gaming industry, now one of the largest sectors in the entertainment market. Here's a snapshot of the impressive figures:

• The gaming market is currently valued at a staggering $197.11 billion.
• By 2025, the industry's worth is expected to surpass $268 billion, reaching an astounding $340 billion by 2027.
• There are around 3.09 billion active video game players worldwide, a number that has surged by over 1 billion in a mere seven years. This 32% increase is predicted to continue, with the global gaming population projected to reach 3.32 billion by 2024.
• Asia is home to nearly 1.5 billion gamers, boasting more active players than Europe, Latin America, and North America combined (1.42 billion).

The Importance of Localization

As highlighted earlier, a significant number of gamers reside in non-English-speaking markets, leaving millions of players with unmet demands for localized games in their regions.

Game localization indeed offers a wealth of appealing and profitable opportunities that translators should seize. Although the advancement of artificial intelligence poses challenges and opportunities for the translation industry, skilled translators maintain a competitive advantage in this creative arena. Game localization necessitates a level of cultural comprehension and subtlety that AI has not yet mastered completely.

However, what steps should one take to specialize in game localization, and what aspects should be considered? Asl?han Ye?ilyurt-?engül , our Game Localization Specialist offers her advice, while Cansun Co?kun , the newest member of our Game Localization Team, provides examples to elucidate and entertain.

Understand Your Players: The Key to Effective Localization

The most successful game translators are often gamers themselves, as they understand players' expectations and can accurately convey emotive intent and cultural nuances. Linguists must be fluent in the source and target languages, research terms, analyze content, and comprehend a wide range of topics, from law to medicine, that may appear in games.?

Learn to navigate Cultural Dynamics and Sensitivities

Translators must consider cultural and social dynamics, including censorship and the potential impact of content choices. For example, there are certain symbols and imagery (e.g., skeletons and skulls) which are considered offensive to a Chinese audience, and it’s advised that those are entirely removed from your game if it goes out in that market. Or, an RPG can contain religious references, sexual content, and culturally controversial topics that may be included, toned down, censored, or completely left out. Assassin's Creed Odyssey had to be censored to be published in some countries and cultures. The translator can act as an adviser and share this essential information with the developers even before the localization process starts.

When undertaking a similar task, the linguist should be vigilant about the following aspects to guarantee the removal or replacement of any potentially offensive content:

• Symbols, imagery, or themes in the content that might be considered offensive or inappropriate for the target audience
• Cultural, religious, or political references
• Potentially sensitive content be modified, toned down, censored, or removed entirely?

And they should be asking the following questions to ensure cultural inclusivity:

• How can the localization process ensure that the game remains engaging and entertaining while respecting the cultural norms and sensitivities of the target market?
• Are there any nuances or idiomatic expressions that need to be adapted to better resonate with the local audience?

Be creative: The Essence of Game Localization

Games are artistic creations, and translators must often transcreate content to make it sound natural and equally creative in the target language. This process requires thinking outside the box and finding inventive ways to express ideas while preserving the original's essence, rhyme, and charm.

As an example, during the localization of the game Streets of Rogue, the Alconost team made it a priority to maintain the game's sense of humor. They gave amusing names for each target audience, and their translators utilized the English version as a starting point, modifying the text grammatically and lexically where needed to preserve the humor of the original content while staying true to its meaning.?

Be curious: The Key to Uncovering Hidden References

Games are reflections of their creators' minds, containing mysterious references and ideas that must be explored. Translators should always be on the lookout for intercultural or intertextual references, ensuring accurate and engaging localization.?

Just like the Turkish localization team for Crysis, who understood the creators' intention behind giving Chino, a member of Alcatraz's marine squad, a thick Mexican accent in a storyline set in New York City. They recognized that the character was meant to add a touch of humor to the game. To create the same effect for Turkish players, the team decided to give Chino a local accent of the people from the Black Sea region, which was quite amusing to the Turkish audience. It is safe to say that there is not a single player who would not chuckle at Chino's accent.

Embrace Cultural Diversity for an Inclusive Gaming Experience

Today's game developers prioritize cultural and linguistic diversity, often preserving the original content rather than seeking simple English equivalents. Translators should study the game's environment, culture, and creative universe, and collaborate with native speakers, cultural consultants, and sensitivity readers to ensure authentic localization that resonates with local audiences.

Did you know that the localization producer of The Witcher 3: Wild Hunt was so dedicated to producing top-notch translated content for different markets that they relocated to the country where the game was being developed temporarily? This was done to ensure a more authentic localization outcome.

To excel in game localization, translators should read books in their target language, play games in the target language to familiarize themselves with mechanics, and practice by translating gaming content and comparing their work to official translations. This hands-on experience will help develop the skills needed to thrive in this exciting and growing field, while the tips we shared will ensure a high quality game localization work.

To ensure that game localization is executed with precision and accuracy, it requires experience, expertise, and a deep interest in the gaming industry. Not all language service providers (LSPs) have the necessary skills to handle game localization effectively, which is why it's essential to choose a provider with experience in this field. At el turco, we specialize in game localization and have a team of experts who understand the nuances of the gaming industry. Our team will work closely with you to ensure that your game is localized to the highest standards possible, expanding your reach and providing an outstanding gaming experience to players around the world. To get in touch, feel free to reach out to our game localization team or Client Success Team Members; Robert Martin ?? and Clara García .