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Puzzle & Dragons (パズル&ドラゴンズ Pazuru Ando Doragonzu?) is a puzzle video game with elements of RPGs and strategy games, developed by GungHo Online Entertainment for the iOS, Android, and Kindle Fire platforms. In Japan, the title is often shortened to Pazudora (パズドラ), while in English it is shortened to PAD.
In late May 2014, GungHo announced that Puzzle & Dragons surpassed 28 million downloads in Japan, and the North American version surpassed 4 million downloads. In August 2014, GungHo announced that Puzzle & Dragons surpassed 30 million downloads in Japan, 4 million in North America, 2 million in South Korea, and 1 million in Taiwan and Hong Kong.
In 2012, the game earned a revenue of ¥14.599 billion (equivalent to $150 million). In 2013, it earned another ¥148.584 billion (equivalent to $1.52 billion). In the first half of 2014 (from January to June), the game earned another ¥84.87 billion (equivalent to $870 million). This adds up to a total revenue of ¥248.053 billion (equivalent to $2.54 billion, or $2.61 billion with inflation), as of June 2014.
Japanese like zombies Russians like nuclear apocalypse Germans don’t like Nazis in games
Casual “Although I enjoy games, my time spent or interest in them is limited. I mainly play games to pass the time and don’t invest a lot of money in them”. Mid-core “I play games regularly, favoring immersive games. I do not spend great lengths of time gaming and don’t not spend a large amount of money on it. However if I would have more spare time I would probably spend more time and possibly money on games”. Hardcore “Gaming is an important part of my life and I spend a large amount of my spare time gaming. I enjoy immersive action-packed games the most, and like to compete with other gamers”.
Flappy Bird - Flappy Bird is a 2013 mobile game, developed by Vietnam-based developer Nguyễn Hà Đông (Dong Nguyen) and published by .GEARS Studios, a small, independent game developer also based in Vietnam. The game is a side-scroller where the player controls a bird, attempting to fly between rows of green pipes without coming into contact with them. The developer created the game over several days, using a bird protagonist which he had designed for a cancelled game in 2012.
The game was released on May 24, 2013 but received a sudden rise in popularity in early 2014. It was criticized for its level of difficulty and alleged plagiarism in graphics and game mechanics, while other reviewers found it addictive. At the end of January 2014, it was the most downloaded free game in the iOS App Store. During this period, its developer claimed that Flappy Bird was earning $50,000 a day from in-app advertisements as well as sales.
Flappy Bird was removed from both Apple's App Store and Google Play by its creator on February 10, 2014, due to guilt over what he considered to be its addictive nature and overuse. The game's popularity and sudden removal caused phones with it pre-installed to be put up for sale for high prices over the Internet. Games similar to Flappy Bird became popular on the iTunes App Store in the wake of its removal, and both Apple and Google have removed games from their app stores for being too similar to the original. The game has also been distributed through unofficial channels on multiple platforms.
In August 2014, a revised version of Flappy Bird, called Flappy Birds Family, was released exclusively for the Amazon Fire TV.
Clash of Clans is a 2012 freemium mobile MMO strategy video game developed and published by Supercell, a video game company based in Helsinki, Finland. The game was released for iOS platforms on August 2, 2012. For Android, it soft-launched in Canada and Finland on September 30, 2013. On October 7, 2013, it was released on Google Play internationally.
The game has been very successful for Supercell. By April 2013, Supercell had only two games on the App Store, Clash of Clans and Hay Day, which together had grossed $279 million. Daily revenue was at $2.4 million, with 8.5 million daily players, and Forbes projected a revenue of between $800 million and $1 billion by the end of 2013. They ultimately earned $892 million (compared to $101 million in 2012). Clash of Clans became an App Store top 5 download between December 2012 and May 2013, and this success has been described as helping to usher in a new era in conjoint gaming on mobile devices. In 2013, Clash of Clans was the third highest game in revenue generated on the App Store and Google Play.
Infinity Blade III is an action role-playing game for iOS, developed by Chair Entertainment and Epic Games. It is the third game in the Infinity Blade series of video games. It was released on the App Store on September 18, 2013. The main characters of the game are Siris and Isa, and it is intended to be the final game of the Infinity Blade trilogy.
Justin Davis of IGN gave the game a rating of a 9.1 "Amazing", calling it a fitting end to the franchise. Davis stated that although not all of its ideas work, it is genuinely larger and more epic in score than its predecessors, lauding its "incredible" voice acting, "gorgeous" visuals, and "intense, rewarding combat".
How Game Genre Affects Localization
How game genre
What is game localization?
• App store description – description, screenshots, keywords
• Partial localization – game texts + subtitles
• Full localization – full audio localization
• Deep localization – cultural adaptation
What game genres are there?
Beat 'em up
Hack and slash
Shoot 'em up
Escape the room
Different localization strategy for each?
No, but these are the factors to consider:
• How much text?
• User interface vs story
• Subtitles or voice-over
• Graphic localization
• Cultural adaptation
How much text?
Localization quotes are based on word count
New words and matches
50-74% matches may be usable
Concatenate or repeat strings?
Total cost vs total profit when choosing languages
User interface vs story
Game UI = software UI translation
Game story = literary translation
Different approaches needed
Termbase, familiarization, references
Gamers vs pro translators
Subtitles or voice-over
Voice-over more immersive
Trailers and cut-scenes only?
How many voices needed?
Making strings fit
The more complex the game, the more you might want to change
Games popular in East and West are different
Customer service expecations
Don’t forget marketing, PR, community building
What is game testing anyway?
- In-app purchases
- Internet bandwidth
Preparation prevents wasting time
Testing is not a solution to all problems.
Game localization continuum
Casual Mid-core Hardcore
Low word count
No audio-visual loc
High word count
Full audio-visual loc
Do you need localization at all?
Try app store description + keywords
The cost is negligable
Internationalization issues common
Translation technology not important
Localization becomes strategic
…and more expensive
Inventory? Termbase, descriptions, screenshots
Certain genres will have more issues
You must prepare or you court disaster
Gaming community for terminology
Pro translators for style
Technology for consistency and QA
Especially with patches and updates
What is translation memory?
Why are matches cheaper?
When does a flat rate make sense?
What else can CAT tools do for game localization?
New Content (not previously translated): The brown dog ran up the hill
Fuzzy Match (requires editing/QA): The brown dog raced up the hill
Repeat Content (requires QA): The brown dog ran up the hill
New words 100%
Repeated words 25%
95 - 99% Match 35%
85 - 94% Match 50%
75 - 84% Match 65%
50 - 74% Match 75%
Why is context important?
• Access to the game
• Style guide
• Game bible
• Inventory lists
• Concept art
When do you
need an agency?
When you realize
you can't handle it
Perfect game translator?
Experienced in game localization
Mix of gamers and pros
Get in Touch
Andovar Pte Ltd
Phone: +65 6532-1281