Video games have come a long way over the past 50 years. The industry has grown significantly with the growing popularity of smartphones and mobile, computer, and console games. By 2025, the global gaming market is expected to amount to $868.8 billion annually, up from $178 billion in 2021. To expand and invest in new markets and regions, companies must focus on game localization – the process of adapting a game for a different culture, language, or audience.
Game localization is done by translating the language, branding, and additional elements of a game’s content so that it is more culturally specific and by removing materials and speech deemed unsuitable or offensive to the target market and audience. For example, religious symbolism, blood, and dead bodies aren’t allowed in video games in China.
The History of Game Localization
As the video game industry exploded in the 70s and 80s and Japanese companies developed and exported more games, localization became necessary for growing a brand. The concept of game localization dates back to the popular game Pac-Man. Its original Japanese title translated to “Puck-Man” in English, leading to concerns over how consumers in the United States would receive it. However, after changing the title and the characters’ names, the localization paid off, leading to its success, popularity, and longevity across the globe.
The Game Localization Process
Early game localization was often conducted by developers who weren’t fluent in English, leading to mistakes and missed translations. Additionally, shorter production times and smaller budgets led to confusing or unusable translations. Today, localization is more than translating a game’s name and text. It entails proper planning for its features, service desk, in-game dialogue, and packaging and for ensuring a quality user experience and increasing sales. Some of the most critical aspects of game localization include:
1. Familiarization
Before starting on the localization process, the translator needs to familiarize themselves with the game. The best way to do this is to let them play the game and better understand its premise, tone, and any terminology that comes with it.
2. Glossary Building
Compiling a glossary of key terms and items in the game is a critical part of ensuring that terminology and language are used accurately and consistently.
3. Translation
After determining what content needs to be translated and localized, the process involves translating in-game text, voice-overs, and additional game elements into another language.
4. Editing and proofreading
Translation and localization rely heavily on accuracy. During editing, stylistic errors are corrected, and translators check for accuracy and consistency throughout the game. Translation memory (TM) tools play an essential part in applying repetitive words and phrases throughout the game’s text to aid consistency and accelerate translation.
5. Regional localization
Acceptable elements differ between cultures and regions. Some games may require changes to visuals, names, and storylines to align with specific markets and any restrictions they have.
6. Linguistic quality assurance
Translators check for grammatical, linguistic, and spelling errors to ensure accuracy and alignment with the game’s context and genre.
7. Integration into the game
After the text and other game elements have been checked for quality and accuracy, they’re integrated into the game to create the localized version.
Localize Your Game with TrueLanguage
Game localization can open doors for your business, expanding your game into new markets, regions, and audiences. Creating an exciting user experience is key to your game’s success. If you’re ready to press play on localizing your game and expanding your brand, TrueLanguage and our team of experts are here to provide you with reliable, thorough, and accurate translation and localization. Contact us today to get started.
