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How game genre
affects localization
Conor Bracken
Andovar
What is game localization?
• App store description – description, screenshots, keywords
• Partial localization – game text...
What game genres are there?
Action
Beat 'em up
Hack and slash
Fighting
Maze
Platform
Shooter
First-person
Third-person
Sho...
Different localization strategy for each?
No, but these are the factors to consider:
• How much text?
• User interface vs ...
How much text?
Localization quotes are based on word count
New words and matches
50-74% matches may be usable
Concatenate ...
User interface vs story
Game UI = software UI translation
Game story = literary translation
Different approaches needed
Te...
Subtitles or voice-over
Subtitles cheaper
Voice-over more immersive
Trailers and cut-scenes only?
How many voices needed?
Graphic localization
Cultural considerations
Making strings fit
The more complex the game, the more you might want to chan...
Cultural adaptation
Monetization differences
Games popular in East and West are different
Customer service expecations
Don...
Testing
What is game testing anyway?
- Linguistic
- Functional
- In-app purchases
- Internet bandwidth
- Compliance
- Mult...
Game localization continuum
Casual Mid-core Hardcore
Low word count
Simple story
No audio-visual loc
High word count
Compl...
Casual
Do you need localization at all?
Try app store description + keywords
The cost is negligable
Internationalization i...
Mid-core
Localization becomes strategic
…and more expensive
Inventory? Termbase, descriptions, screenshots
Testing
Certain...
Hardcore
You must prepare or you court disaster
Gaming community for terminology
Pro translators for style
Technology for ...
Translation technology
What is translation memory?
Why are matches cheaper?
When does a flat rate make sense?
What else ca...
Context
Why is context important?
• Access to the game
• Termbase
• Style guide
• Game bible
• Inventory lists
• Screensho...
When do you
need an agency?
When you realize
you can't handle it
alone anymore
Perfect game translator?
Professional translator
Gamer
Cultural awareness
Experienced in game localization
Always availabl...
www.facebook.com/andovar
@andovarglobal
http://www.linkedin.com/company/andovar
https://www.google.com/+Andovar
Get in Tou...
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How Game Genre Affects Localization

Mobile Game Asia 2015 Ho Chi Minh CIty

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How Game Genre Affects Localization

  1. 1. How game genre affects localization Conor Bracken Andovar
  2. 2. What is game localization? • App store description – description, screenshots, keywords • Partial localization – game texts + subtitles • Full localization – full audio localization • Deep localization – cultural adaptation
  3. 3. What game genres are there? Action Beat 'em up Hack and slash Fighting Maze Platform Shooter First-person Third-person Shoot 'em up Tactical Action-adventure Survival horror Stealth Adventure Dating sim Escape the room MMOs MMORPGs Role-playing MOBA Roguelike Action role-playing Simulation Sports Strategy RTS Tower defense Racing Flight simulator Rhythm Puzzle Connect-3 Serious game
  4. 4. 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 • Testing
  5. 5. 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
  6. 6. User interface vs story Game UI = software UI translation Game story = literary translation Different approaches needed Termbase, familiarization, references Gamers vs pro translators
  7. 7. Subtitles or voice-over Subtitles cheaper Voice-over more immersive Trailers and cut-scenes only? How many voices needed?
  8. 8. Graphic localization Cultural considerations Making strings fit The more complex the game, the more you might want to change
  9. 9. Cultural adaptation Monetization differences Games popular in East and West are different Customer service expecations Don’t forget marketing, PR, community building
  10. 10. Testing What is game testing anyway? - Linguistic - Functional - In-app purchases - Internet bandwidth - Compliance - Multiplayer Preparation prevents wasting time Testing is not a solution to all problems.
  11. 11. Game localization continuum Casual Mid-core Hardcore Low word count Simple story No audio-visual loc High word count Complex story Full audio-visual loc
  12. 12. Casual Do you need localization at all? Try app store description + keywords The cost is negligable Internationalization issues common Translation technology not important
  13. 13. Mid-core Localization becomes strategic …and more expensive Inventory? Termbase, descriptions, screenshots Testing Certain genres will have more issues
  14. 14. Hardcore 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
  15. 15. Translation technology 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%
  16. 16. Context Why is context important? • Access to the game • Termbase • Style guide • Game bible • Inventory lists • Screenshots • Concept art
  17. 17. When do you need an agency? When you realize you can't handle it alone anymore
  18. 18. Perfect game translator? Professional translator Gamer Cultural awareness Experienced in game localization Always available Reliable Cheap Style guide Termbase References Familiarization Mix of gamers and pros Technology Processes
  19. 19. www.facebook.com/andovar @andovarglobal http://www.linkedin.com/company/andovar https://www.google.com/+Andovar Get in Touch Andovar Pte Ltd Phone: +65 6532-1281 conor.bracken@andovar.com

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