Game localization has become an integral part of our modern gaming industry and plays an instrumental role in showing that businesses focus on their clients. If your target audience is part to the majority of people on this planet – i.e. non-English speaking – localization is the key to reaching this audience to boost sales and market share.
This may seem obvious, but achieving a fully localized game should consider certain factors that require dedicated effort and resources.
The following best practices for game localization should help provide insights into the best way to adapt your game for global audiences:
1. Benefits of Localizing Game Language
Game language translation can open new marketing opportunities across the globe. For example, localizing your app store description allows users to understand what your game is about and to make their buying decisions.
And, as mentioned before, most people on this planet do not speak English! On average, 52% of people only buy from websites where the product information is displayed in their native language. In Japan and France, the figure goes up to 60%!
With game language translation, all text surrounding your game description will be in the local store’s official language (Apple and Google fully localize their stores). So, your translated material will seamlessly blend with the official store text, creating a professional impression.
Since platform distribution is worldwide, game localization helps you extend your reach and potential to appeal to a global audience. By allowing your players to enjoy your game in their native language, you can positively boost their gaming experience and attain better reviews.
2. What Parts of the Game to Localize
In-game text is an obvious target for translation. Since it is helpful to gamers, the description, keywords, and updates should also be considered for translation if you usually publish your game via the Apple App Store, Steam, or Google Play Store. Don’t forget your marketing and advertising materials as they serve to promote your game further.
The scope of your game localization project can take any of the following shapes:
• Basic localization – Translates description, keywords, and screenshots.
• Partial localization – Translates in-game text and subs.
• Full localization – Translates everything, including audio files.
3. Game Localization Needs Flexibility
Any localization other than the basic form as described above is a vulnerable process. Ideally, it should start with the design. Creating a flexible design for your game is one of the best ways to prevent the need to look for awkward solutions at a later stage.
4. What to do about Subtitles vs. Dubbing and Images
The debate on subtitles vs. dubbings has been hot in the game localization industry for years now. Most gaming businesses prefer to use subtitles since they create a more authentic gaming experience. However, which option you choose depends on your target audience.
For instance, Chinese gamers prefer having subtitles for games in English or Japanese. This helps keep the game’s flavor while maintaining the gamers’ experience. In contrast, Spanish speakers prefer Spanish dubbed video games since many are not used to subtitles.
The preference of subtitles versus dubbing can quite easily be determined by considering how each local gaming population prefers its movies and TV shows. Gamers used to subtitled programs are not likely to object to a subtitled game.
Images have significant appeal, especially to video gamers, and should therefore be considered for localization as well. Screenshots say a lot about the gaming interface and help gamers see the actual game in action. This means that new screenshots of the localized version should be taken. Another aspect of images is that certain postures may be natural in your country but can be seen as offensive in another culture.
There is no one-size-fits-all, especially for video game localization. Your key element is to build around gamers and offer them what they like – which is an immersive gaming experience they won’t forget.
5. Provide Referential Context
Game translators are limited in what they can do to make games attractive for the local population. The entire process rides on the information you offer for the process. The context you share with your game translators will enable them to create a better game localization experience.
To achieve this, it is best to create a pre-flight stage that your translators can use to have a thorough understanding of the game itself. This involves the provision of style guides, glossaries, and other contextual elements like screenshots, game instructions, and sample scenarios.
These contexts should contain all relevant information about your game’s characters, tools or weapons, roadmaps, and the game world. This will give translators the basis to create the best video game experience for your gamers.
Do you want to learn more about our best practices for game localization? Give us a call today if you need a professional gaming translation company to have your game(s) localized.
