How game genre affects localization

Conor Bracken

Andovar

What is game localization?

• App store description – description, screenshots, keywords

• Partial localization – game texts + subtitles

• Full localization – full audio localization

• Deep localization – cultural adaptation

What game genres are there?

Action

Beat 'em up

Hack and slash

Fighting

Maze

Platform

Shooter

First-person

Third-person

Shoot 'em up

Tactical

Action-adventure

Survival horror

Stealth

Adventure

Dating sim

Escape the room

MMOs

MMORPGs

Role-playing

MOBA

Roguelike

Action role-playing

Simulation

Sports

Strategy

RTS

Tower defense

Racing

Flight simulator

Rhythm

Puzzle

Connect-3

Serious game

Different localization strategy for each?

No, but these are the factors to consider:

• How much text?• User interface vs story• Subtitles or voice-over• Graphic localization• Cultural adaptation• Testing

How much text?

Localization quotes are based on word count

New words and matches

50-74% matches may be usable

Concatenate or repeat strings?

Total cost vs total profit when choosing languages

User interface vs story

Game UI = software UI translation

Game story = literary translation

Different approaches needed

Termbase, familiarization, references

Gamers vs pro translators

Subtitles or voice-over

Subtitles cheaper

Voice-over more immersive

Trailers and cut-scenes only?

How many voices needed?

Graphic localization

Cultural considerations

Making strings fit

The more complex the game, the more you might want to change

Cultural adaptation

Monetization differences

Games popular in East and West are different

Customer service expecations

Don’t forget marketing, PR, community

building

Testing

What is game testing

anyway?

- Linguistic

- Functional

- In-app purchases

- Internet bandwidth

- Compliance

- Multiplayer

Preparation prevents wasting time

Testing is not a solution to all problems.

Game localization continuum

Casual Mid-core Hardcore

Low word count

Simple story

No audio-visual loc

High word count

Complex story

Full audio-visual loc

Casual

Do you need localization at all?

Try app store description + keywords

The cost is negligable

Internationalization issues common

Translation technology not important

Mid-core

Localization becomes strategic

…and more expensive

Inventory? Termbase, descriptions,

screenshots

Testing

Certain genres will have more issues

Hardcore

You must prepare or you court

disaster

Gaming community for terminology

Pro translators for style

Technology for consistency and QA

Especially with patches and updates

Translation technology

What is translation memory?

Why are matches cheaper?

When does a flat rate make sense?

What else can CAT tools do for game

localization?

New Content (not previously translated): The brown dog ran up the hillFuzzy Match (requires editing/QA): The brown dog raced up the hill

Repeat Content (requires QA): The brown dog ran up the hill

New words 100%Repeated words 25%95 - 99% Match 35%85 - 94% Match 50%75 - 84% Match 65%50 - 74% Match 75%

Context

Why is context important?

• Access to the game

• Termbase

• Style guide

• Game bible

• Inventory lists

• Screenshots

• Concept art

When do you

need an agency?

When you realizeyou can't handle

italone anymore

Perfect game translator?

Professional translator

Gamer

Cultural awareness

Experienced in game

localization

Always available

Reliable

Cheap

Style guide

Termbase

References

Familiarization

Mix of gamers and pros

Technology

Processes

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Get in Touch

Andovar Pte Ltd

Phone: +65 6532-1281

conor.bracken@andovar.com