There is no denying that video games have become an integral part of the lives of millennials. This is probably due to the fact that they allow the player to lead an alternative life, full of adventures and challenges. Gaming is a truly global industry today, a $60 billion one.
In 2010, a video game distributor in Brazil revealed that a game localized in Portuguese multiplied its sales 15 times! This underlines the importance of video game localization: it also underlines the need for quality translation and localization.
Despite the importance of game localization, companies make the mistake of opting for shoddy shortcuts that are expensive to fix, create bad publicity, and hurt sales.
What are the localization mistakes that game companies make?
#1. Cut corners on translation
Many game companies think they have saved money by going with machine translations or considering the cheapest translation option instead of the best.
Machines are a world away from producing the necessary precision. Translation tools can also be a security threat by providing access to video game content to hackers over the Internet.
Furthermore, everything that is typed for translation is literally handed over to the translation tool provider: it becomes your data; they can do whatever they want with it.
The translation must not only be accurate, but also retain the flavor and nuance of the original to bring the translated version to life.
A bad translation can make the game a frustrating experience for the player or make the game developer a laughingstock in the gaming world; at worst, it can lead the developer into legal soup.
Cutbacks in translation increase work and expense. The sensible thing to do would be to use professional translation services that are not only competent and creative, but also discreet. Having the translation agency sign a non-disclosure agreement can help the game developer relax while the localization is carried out safely in expert hands.
#two. Hard coding text in core files
This is something video game developers with limited vision do. It is a mistake to embed text elements such as menu text, game title, and screen print dialogue in the main game files. If the text is stored in a separate resource file, it is easy to incorporate a translated version by adding a new variable and providing the translation in a separate dedicated file. Is it much easier than looking at the source code while translating?
#3. Paint all the text in the game with the same brush.
Some games involve specialized terminology. Take sports games; Football terminology is not the same as basketball quackery. Translators and localizers of such games need to do some research. A “research-oriented text” is needed here.
Games like the popular and addictive Candy Crush introduce new game concepts. Such games are classified as requiring “text-oriented creativity.”
Game developers need to analyze their game content and decide which category of text is appropriate. The text must adapt to the content and the translator’s portfolio must match this need.
#4. Localization of games out of context
Surely, there is little to be gained by handing over reams of text to translators and localizers who know little about the game or its content. Worse yet, you’re waiting for someone who has no idea about gaming to take on the job!
When game localization is of such importance, the more the translator knows about the game, the better the result. Translators should be encouraged to play the game that is being developed. Discretion and security are non-negotiable requirements, of course.
#5. Ignore cultural factors
Each market is steeped in its own culture. Cultural sensitivity is necessary when localizing a game or the developer will risk alienating target audiences. It’s not just about the actual content of the game, such as the story, characters, situations, and events.
Consider the following:
A gaming giant has had to recall 75,000 copies of a video game that used Quran chanting in its soundtrack after a user raised objections.
The description of the Japanese armies invading South Korea may be a part of the story; however, Seoul was offended by a game that showed just that.
Location misdemeanors can range from showing alcohol to showing blood and gore on screen. During localization, game developers will be doing themselves a favor by conducting a thorough reconnaissance of the target market. Cultural blunders are not to be taken lightly, and the adverse publicity surrounding them can kill the game, if not the developer.
#6. Error when testing game translations
The proof of the pudding is in the eating!
Translation tends to change the length of the sentence. Translated strings may not fit into graphics or user interface elements. The encoding may also leave some missing strings. All of this can be avoided if developers test their games on a real device.
On-device localization testing can allow you to assess the overall quality of the game’s localization while also identifying flaws. If the game has printed dialogue on the screen, it is necessary to automatically adjust the text to fit the text space.
#7. Poor management of translation content.
Game developers need to organize all the different formats and files: marketing copy, manual, packaging, app store descriptions, game interface text, and subtitles. Translation management must be centralized to avoid translation errors and duplication between different types of content.
#8. Treat localization as an afterthought
Thinking of localization as the last step in the development cycle is a costly mistake that many game developers make and miss out on great opportunities abroad. When copycat versions hit the local market, these companies find that they have been cornered. Only then do they think of finding new markets abroad. Localization at this “final” stage means reworking the source code and creating translation materials from scratch – all of which cost time and money.
The solution is to wrap threads in the early stages of game development and adopt international standard coding styles.
There are many players abroad. The video game market is growing. Professional and talented translation services can go a long way in perfecting video game localization.
Being location ready is the name of the game!