Video Game Localization: Tailoring Games to Local Markets

Video Game Localization: Adapting Games for Global Players 

In the world of video games, reaching a global audience is a key objective for developers and publishers. With millions of players spanning across different regions and cultures, it is crucial to ensure that games are accessible and enjoyable for players worldwide. This is where video game localization comes into play. In this article, we will explore the importance of video game localization and the strategies involved in tailoring games to different locations/regions.

The Popularity of Video Games Around the World

Video games have become a global phenomenon, captivating audiences across the world. With advancements in technology, the accessibility of gaming platforms, and the rise of online gaming communities, the popularity of video games has transcended cultural and geographical boundaries.

From blockbuster franchises to indie gems, video games have a universal appeal, attracting players of all ages and backgrounds. No surprise that the global video game industry is on a steady rise, with no signs of slowing down.

One of the key factors contributing to the popularity of video games is their immersive nature. A video game offers interactive experiences that engage players mentally, emotionally, and socially. Whether it's exploring vast virtual worlds, solving puzzles, or competing against others online, video games provide a level of engagement, immersion, and escapism that is unmatched by other forms of media.

However, most of the high-end, immersive games are created in the English language only. Thus, for players, who haven’t learned English as their first language, these language barriers hinder the immersive experience. In recent times, we have seen the video game market becoming more advanced in countries like Japan, China, and India. Players from these markets are aggressively searching for a high-end game in their local language.

Game developers and publishers are also increasingly recognizing the importance of video game localization to cater to the diverse needs and preferences of players worldwide.

What is Video Game Localization?

Many developers encounter the question “if they really have to localize their game?”. However, a surprisingly more often encountered question is an unspoken one that folks are too embarrassed to ask: "What exactly is video game localization?"

Game localization can be defined as a process that involves adapting video games to suit local target markets by translating text and audio, adjusting cultural references, and optimizing gameplay mechanics. It is not a matter of just translating the game’s content, but also making the user live it and creating an enjoyable atmosphere so the player gets into it.

Why is Video Game Localization Important?

Video game localization is of high importance for game developers and publishers seeking to tap into international markets. Here are some key reasons why video game localization is crucial:

1. Language barrier:

Even if wider global players speak English, there is still a chance that some may misunderstand the game, if not adapted to their native language. By translating in-game dialogue, texts, menus, and instructions into other languages, developers can overcome language barriers and ensure that players can fully comprehend and engage with the game.

American English speakers call the sport run by the NFL (National Football League) and played mostly with the hands and always with an oval ball football. What is called football by most of the rest of the world, including UK English speakers, is known as soccer or European football in the USA and Canada. What is called football in North America is known as American football elsewhere.

Thus, localization goes beyond translation, encompassing the adaptation of content to suit local tastes, cultural nuances, humor, and idiomatic expressions, making the gaming experience more immersive and relatable for players.

2. Expand Your Audience:

Every game developer and game development team wants to reach a global audience. However, with only 35% of all users on Steam (the most popular game distribution platform) having English as their main language, you can't expect to reach a larger target audience with only an English version of the game.
Each region has its own gaming preferences, cultural expectations, and market demands. By localizing games, developers can tailor their video game content to specific regions, making it more appealing to local players. This allows them to expand their audience base and create a stronger connection with players from diverse backgrounds, eventually leading to global success.

3. Introduce New Revenue Streams:

Game localization also opens new revenue streams by making games accessible to players in different regions. By catering to local markets, developers can tap into a larger player base and increase their chances of commercial success. Localized games have the potential to attract more players, generate higher sales, and extend the lifespan of a game. 

How to Localize Your Game

Game Localization involves a comprehensive localization process that requires careful planning and execution. Here are some key steps involved in localizing a video game:

1. Planning Your Game Localization Project:

Start by conducting market research to identify target regions and assess their potential. Determine the target language and cultural adaptations required for each market. Assess the original game content to identify which text and non-text in-game content needs to be localized. You also need to consider factors such as text expansion, audio recording, and legal considerations.

Consider when to start the localization process - Will it take place parallel to the original game development or at a later stage? Consider which video game translation and localization technology provider you should rely upon - does it suit your development process and your localization team?

2. Adapt to Cultural Expectations:

Take cultural elements and nuances into account when adapting content. This includes modifying character names, settings, cultural references, and symbols to align with the target culture. Consult with cultural experts and translators to ensure accuracy and authenticity.

3. Translate Localized Assets:

This may be the most tedious step in the localization process and requires a lot of back-and-forth communication between the development and localization team. You may consider hiring professional translators who specialize in video game localization to accurately translate in-game texts, dialogues, subtitles, menus, and other relevant content. Maintain consistency in terminology and ensure that the translations are contextually appropriate.

4. Assemble and Test Your Localized Game:

Assemble all the localized assets, including translated texts, audio recordings, and visual elements. Conduct rigorous testing to ensure that the localized version functions seamlessly and provides an optimal user experience. Test for language quality, audio synchronization, and overall gameplay compatibility.

Best Practices for Quality Game Localization

To ensure game localization quality, developers should adhere to the best practices:

1. Collaboration:

Foster a collaborative environment between developers, translators, cultural consultants, and local players. Encourage open communication and provide the necessary resources and context to ensure accurate and culturally appropriate translations.

2. Localization-Friendly Design and Code:

Consider localization during the game development process. Implement a modular approach that allows for easy integration of translated texts and assets. Avoid hard-coded strings and use external files or databases to facilitate updates and modifications during the localization process.

3. Language Quality Assurance (LQA):

Conduct thorough LQA testing to identify any linguistic or functional issues in the localized version. Test for accuracy, consistency, and linguistic integrity to ensure that the translated content aligns with the original vision of the game.
Playing video games helps identify any flaw in the final version. Thus, it is recommended to have local players and translators play the game before releasing it to the public.

Conclusion

As the gaming industry continues to thrive and diversify, effective localization will remain a key factor in creating immersive and engaging experiences for players across different cultures and regions. Game developers must adapt to the local video game market and go through the localization process as quickly as possible. 

If you are in search of a professional translation company to get your game(s) localized, look no further! You can leave all your game localization requirements on us, Lingual Consultancy. At LC, we localize and work with passionate gaming professionals who also have a knack of translating games into their own language. Therefore, the result always is high-quality localized games.