Translation and Localisation in Video Games: Key Takeaways
Surely we have all played at least one video game in our lives. And perhaps we can even claim to have been passionate about one at some point. You may be wondering “what has this got to do with translation and localisation in video games?” We will get there.
The video game industry has grown and continues to grow by leaps and bounds. It all started with games that today seem to us not very complex, but which changed the course of the history of leisure and entertainment. They had little or no lines of dialogue. Instructions (if any) were brief and almost always in the game’s native language. Gradually we began to witness more sophisticated graphics, 3D animation, and more immersive storytelling. And all this led to an increasing need for its content translation.
But that is not the end of the story either. Today in the video game industry, everyone knows that to captivate with those amazing interactive stories, they need to go further. Even for an RPG game to evoke more empathy and make you feel in the character’s shoes, the story needs to speak to us in the language we understand best: Our own; fully adapted to our local palate.
In this blog, we will look at what game localisation is and some interesting details about the industry. All of this will reveal just how important it is localisation to create a modern and engaging gaming experience.
What is Video Games Localisation?
In the previous segment, you may have noticed that we make a distinction between translation and localisation in video games. The former is more of a terminological exchange, from one language to another; in other words, the focus is on the different languages themselves. Localisation refers to the process of adapting video game content for a specific region. In this case, the focus goes beyond languages and settles on cultures. When properly done, it allows the content to look like it was originally made for that place and audience.
The gaming industry worldwide today is choosing to localise its content. Why is this? Well, because it is the best way to connect a great game or story with the right people. To make players feel like they are part of what is going on there. That their input is real and impacts what happens on screen. It is a means to bring the game closer to the culture, to make it familiar and in this way, more human.
Also, when it comes to co-op (or multiplayer) games, localisation helps to create bonds between players from different places. Because even if you and I are in different countries, and the content we read is in different languages, we receive and process it similarly. In a way, we can say that, although different, the content we receive is the same.
#OptimationalTip: Localisation can increase the user number (i.e. sales) by improving their potential playing experience. Hence, if you have a game under development, one of the best strategies to make it global is to rely on game localisation services before its release.
Why Your Video Games Need Localisation: Some Interesting Facts
Here are some of the latest facts about the gaming industry worldwide to help you make the leap:
- Mobile is the most widely adopted platform and generated annual revenues of some USD93.2 billion. The second and third place go to console and PC games, respectively. The former, with revenues of USD50.4 billion, and the latter, of around USD36.7 billion.
- Total mobile games revenues last year accounted for 52% of the global games market during the period measured.
- Around three billion players drive the above revenues. This is an increase of 5.3% in comparison to the previous year. 55% of these players reside in Asia-Pacific.
- The cloud gaming market is generating unprecedented revenue, with USD1,571 million in 2021, more than double the revenue in 2020. And it does not stop there. Projections for the near future are very auspicious: It is expected to grow to USD164.6 million.
- There are now more e-sports fans than ever before. 465.1 million people watch e-sports (up +6.7% year on year.)
- Around 747.0 million people watch live gaming content. And this figure is expected to reach 942.9 million by 2024.
It is clear that the outlook is not only quite positive but also very promising for the times to come. With such a wide and multilingual audience, translation and localisation in video games are fundamental tools for global growth.
#OptimationalTip: With a fast-growing number of users enjoying gaming content on YouTube, you should consider the platform as a business opportunity. It is a powerful channel to promote your games or industry material and create brand awareness. To make the most of it, learn about SEO practices for YouTube.
Strategic Localisation: The Top Gaming Markets
If you are already convinced about the potential that localisation has to offer to your games, we will take a step forward. That is, which languages should you start with? Or more precisely, which countries should you consider starting localising for?
A game translation company will be able to advise you in a personalised way, according to your business goals and your global strategy. However, it is important to keep in mind the global trends. Also, which countries have the most players or generate the most revenue. After all, that is where the main gold mines are.
The primary indicators place China, the U.S., Japan, South Korea, and the U.K. among the top-grossing countries. However, it is also worth considering the potential offered by India, France, Russia, Germany, and Mexico—according to Statista.
And let us not forget e-sports. The spotlight also shines on other countries like Denmark, Sweden, Finland, the Philippines, and Brazil.
Challenges in Translation and Localisation in Video Games
Below you can find some of the common challenges and ideas on how to solve them.
1. Project Lead Times
The more people work on a project, the more processes become necessary. This brings us to the most common obstacle: More steps in the process, more waiting time. And, for game localisation services to be efficient, they must be accurate, which often requires smooth communication. To give an example: If there is a terminological difficulty due to lack of context, language professionals need to solve it ASAP. To do so, they would need to communicate with the specific area you designate, but this will involve a lot of back and forth information exchanges and, therefore, time. So, keep these circumstances in mind when setting deadlines. Better still, try to foresee the major linguistic challenges in the localisation guidelines, the translation glossary, or the style guide. Prevention, they say, is the cure.
2. Complex Tools and Files
It is vital to be proficient in the most suitable and convenient software for localisation—or CAT tools. Only with them, you can benefit from the use of translation memories or terminology bases; thus, optimising time and ensuring consistency.
A gaming translation company with extensive experience in localisation will have professionals who know these tools like the back of their hands and know how to deal with the specific files to be used. Files that you may need for timely testing, but also for the product’s official release.
3. Recognising the Value of Localisation
The stage of translation and localisation in video games is often an afterthought in the development cycle. It is not always clear what is involved in localising a game. So, without a dedicated step, it often does not receive the optimal amount of time, resources, and effort for its execution.
Equally important, you should ensure to grant the time to do localisation quality assurance (LQA) and to make changes afterwards, if necessary. LQA is a critical step in analysing the effectiveness of localisation for trying to understand how players will perceive the content.
Therefore, allocate the necessary time and resources to localisation and LQA. This way you will be able to capitalise on everything you and your team have achieved.
Final Thoughts: Getting the Most Out of Your Game
As with literature and cinema, the more relatable the story feels, the more likely it is to arouse emotions. If you can empathise with a book’s characters, you will be able to feel what the author meant for your reading experience.
The same applies to video games. No matter the complexity or depth of the emotions, in their development they are all designed to evoke, at the very least, enjoyment and engage the audience. For this reason, a game needs to be tailored to its players to provide them with the best gaming experience everywhere.
And what is the best way to adapt to the demands of each market? Through localisation, of course. Words are more than words; they encompass a whole collective imaginary of practices, customs, and ways of perceiving the world. And to localise is to find a way to unlock what is not merely linguistic that is enclosed in each language (and each interface.)
After all, do not forget that video games today are not here just for recreation. They are also tools to enhance learning and connect people from different places. They also serve to promote team integration and strengthen interdisciplinary or global teamwork, and much more.
If you want to maximise the potential of your videogames in an industry that only goes up, feel free to contact us.
