Whether on smartphones or game consoles, interactive entertainment is growing. Buoyed by prospects for competitive esports, Reuters reported gaming was on track for nearly $160 billion in global revenue for 2020, up more than 9% from the previous year.
Global marketplaces like the Apple Store, Google Play, and Steam make it easier for game studios to reach a diverse global audience. However, best practices for game localization are still in the early stages.
That said, game localization is not new. In Nintendo’s early days, localizing content from Japan for U.S. audiences was fundamental. Now, game companies can capture greater commercial rewards far faster.
To do it, they must adopt two essential best practices for game localization:
Harness the Power of Localization to Transform the Material
Localizing a game is a sophisticated process synthesizing the artistic and technical. Given the resources and creative freedom, localization teams can align games with the values of a new audience, provoking delight that creates classics.
In the 1990s, Working Designs localized Japanese role-playing games – a genre known for dialogue and story – in ways that built a dedicated Western following. Scripts avoided the austere drama of a direct translation in favor of a fun, friendly approach made for U.S. audiences.
This resulted in some of the best-received Sega CD games of all time, including smash-hit Lunar.
Another example? The U.S. script of Final Fantasy VI is known for “Woolseyisms,” named for localization lead Ted Woolsey, who made key changes for a Western audience – including in the characterization of the villain Kefka, who became one of the series’ most beloved characters.
The lesson? Be sure you communicate with your localization team so they know:
- Your intended market
- Your intended tone
- Exactly how much creative freedom they have
Woolsey’s freedom to “know” and “do right” by Final Fantasy VI’s characters led his work to a higher level. In a war game, this might take the form of using more authentic local slang, while in a sports game, it might mean ensuring local sports traditions and lore are represented.
Regardless of the type of game, localization professionals should be fluent in both the original and target languages – and aware of genre conventions that shape how to convey ideas in certain types of games.
Treat Culturally Charged Game Material Respectfully
Producing a game with deep appeal in a particular country or region can tap into audiences enthusiastic for relatable content. However, it also carries a reputational risk: With poor translation, audiences may feel you failed to engage with cultural issues and were merely “using them for a quick buck.”
The Creative Assembly’s Total War: Three Kingdoms was heralded as an ambitious entry in its long-running strategy series, giving players command of factions in the hugely influential historical novel Romance of the Three Kingdoms set during China’s feudal period.
Chinese players and journalists largely warmed to the portrayal, with Chinese fans making up a large portion of its record-breaking preorders. The studio’s focus on historical authenticity paid off, even though areas, where authenticity yielded to gameplay, provoked some rebukes.
As a Western studio, The Creative Assembly was held to high standards working with Romance of the Three Kingdoms. Early decisions to invest in historical research and get feedback from within China enabled them to meet those expectations.
Another example: Sega’s successful efforts to translate the humor of the Yakuza series, centered on fictional Japanese organized crime figures, to capture a broader audience. This contributed to record-breaking sales for the franchise’s latest offering.
TrueLanguage is at the forefront of best practices for game localization. Contact us and let’s get to gaming!
