“Gaming is a universal language, but localization ensures everyone can join the conversation, enriching the experience for all.”
– Phil Spencer (CEO, Microsoft gaming)
Imagine you and your friends plan to hit the console after a long day, and you pick out a game to play together. All geared up and ready, you start the game but soon all the excitement washes away turning into disappointment because the jokes aren’t making sense, the cultural references seem unfamiliar, and the language is not accurately translated. What a buzz kill, right?
Localization saves you from such disappointing experiences. It enables developers to cater to a global audience by offering games in multiple languages. It is not just a mere translation of words; it involves adjustments in many key elements of a video game such as cultural references, UI elements, and voice acting.
Let’s dive deeper into the world of gaming and learn how localization upgrades it. Also, learn about Netflix Shuts Down Its Biggest Gaming Studio by reading this article.
As a game developer, I would always want the players to enjoy my games, understand different references, and immerse fully into the game.
Video game localization provides significant help in this, it involves the alternation of cultural, linguistic, and legal aspects, that make a game more enthralling for a certain audience. This makes players feel understood and valued and builds brand loyalty and trust.
Video game localization is beneficial for not only players but for game developers as well. Let’s take a glance at some of the major benefits of video game localization.
The video game localization helps you reach a global audience. It can help you make the experience more captivating for the players who are not fluent in English. It will broaden the audience and help build a close-knit community and a larger player base.
Players prefer games that resonate with them, anyone playing a game would want to understand every aspect and reference of it.
Localization helps a player understand the storyline, gameplay, and mechanics better, enhancing the overall gaming experience for a player.,
As we already know, localization helps a game reach a wider audience, and a wider audience corresponds to higher sales and revenue.
Players are more likely to pay for games that feel more personalized to them, not only that, but they will also recommend the game to their friends and families, boosting word-of-mouth sales.
Localization is a smart strategy to help a brand stand out in the eyes of players. It can significantly help them enter new markets and embark on the journey of becoming a global brand.
Making a game more engaging and relatable for players helps companies strengthen their relationships with the users, leading to increased word-of-mouth sales and visibility of the brand.
FUN FACT
The first ever video game was created by physicist William Higinbotham in 1958. It was called “Tennis for Two”, a two-player game that simulated a tennis match using an oscilloscope.
Translating the game language is not the only step involved in localization. For better responses and higher player engagement, more factors need to be considered. Five key components of game localization are listed below
Adequate text and dialogue translation is necessary to maintain the originality and essence of the game. Sometimes direct translation of dialogues, jokes, or idioms may not deliver well and be that impactful in different languages.
Translators might need to modify these elements according to languages to make them relevant and have the same impact as the original.
Voice actors and directors must plan the translation and delivery of dialogues precisely to fit the timing and capture the emotional aspects of the original version accurately. The flow of dialogue should not feel forced and should look natural to the target audience.
Cultural elements should be suitably and thoughtfully included in the translated version. Keep in mind that some themes can be considered culturally sensitive and inappropriate in some regions, so make adjustments accordingly. Pay special attention to jokes and puns, as they are often culture-reliable and may fall flat in the translated version.
Different cultures often have different cultural meanings for certain elements like colors, symbols, icons, and graphics. So, consider and modify it accordingly to avoid any misunderstanding.
Essential menu items, buttons, and prompts must be translated accurately. Reposition layouts according to the languages, for instance, languages like Hebrew and Arabic read from right to left, therefore requiring a complete overhaul of the UI layout.
It is essential to understand different countries’ laws concerning content to avoid any legal complications. Certain themes that are minor matters for one culture may be offensive to the other and can lead to legal procedures. The localization team needs to diligently avoid such issues.
There are some inherent challenges that you might face while localizing into 120+ languages. A few of them are –
The gaming industry is flourishing in the current times, every day the community is expanding and growing stronger. The future of global gaming localization is certainly bright. With more engaging and inclusive game plays, the community is bound to get stronger.
Technologies like AI and machine learning will play a significant part in streamlining the localization process, significantly helping companies cater more to the target groups.
The following graph represents the expected surge in the gaming industry in upcoming years –
A game is only fun to play when you understand all the references in it. As we discussed in this article, localization plays a significant part in providing a consistent and engaging experience to players from different regions. It not only gives a more immersive experience to the users but also helps developers broaden their audience.
We can certainly say that with the advancement of technology, the progress of the global gaming industry will be worth witnessing.
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