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Mobilising Games to Go Global: Internationalisation and Localisation
The days of the Cold War are long gone and replaced by the topic of global warming. “Colonialism” and “Superpower” can actually become dirty words these days, when global harmony and fair play are mantras for the survival of our planet.
However, there is a new power being slowly but steadily rising on the horizon in the last few years: Enter APP Store Super Power!
In 2014, Japan and South Korea made great strides, overtaking the US in terms of revenue on Google Play. Reports place China as the 3rd largest revenue earner in the Apple App Store. Southeast Asia is a HUGE emerging market – Indonesia, Singapore, Malaysia, Thailand, the Philippines and Vietnam account for almost all gaming revenue in this area of the planet.
What is the result of all this?
1. Language is not a barrier.
2. The appeal of gaming and mobile gaming is a worldwide phenomenon.
3. Big money is involved and that means serious competition and thorough planning to run successful programs and games.
4. Internationalization and localization of games and applications increases the mobility of applications and games.
5. At the very least, people’s search for easy entertainment is now literally in the palm of their hands – holding a cell phone. The opposable thumb has never been used so powerfully.
The game must go on!
A stable stone collects moss
The driving force of any business is profit. The gaming world is no different. It’s a highly competitive world and the gaming market is killer. To survive, evolve and bring home the hog, apps and games shouldn’t just be fun for the boy next door: they need to conquer new platforms and markets. And they have to be fast and furious about it or fall by the wayside.
How can they do this?
Internationalization and localization
This two-step process is what allows the game to adapt to different regional and language cultures. It should include:
Review the language and regional settings that will determine which locale as well as date, time, and number formats are used.
Customizing the user interface
The code must handle multilingual text
Locale (not language) settings should control the data format, since many countries may use the same language, while the same person traveling between different countries at the same time.
When using right-to-left languages, the user interface must be “mirrored”; the only exception here would probably be phone numbers.
Also, it is necessary to test the internationalized application or game to detect autocompilation problems and strings that are not part of the internationalization-localization process.
Enjoyment should be stress-free
The game is for fun; the player cannot be subjected to a confusing, frustrating experience. There is also no room for being culturally or politically inappropriate or blatantly offensive. Game localization should also ensure that the translated, internationalized, localized version is faithful to the original.
Many players take their games very seriously. The localization of the game, including those on mobile platforms (iOS localization or Android), should allow players to fully immerse themselves. The whole pleasure of the game is to transport the player to a fantasy world more attractive than reality, where their lives can be renewed in battles with strange creatures in unknown exotic lands! Nothing should stand in the way of this ‘willful suspension of disbelief’.
Localization must be from the word GO
Game localization can’t be an afterthought, and game developers would benefit from shedding the “let’s see” attitude. Successful developers have realized that video game localization is an integral part of the development cycle, along with coding, design or writing. In the very early stages, when games were designed and played on limited and restrictive platforms, this “afterthought status” might have been acceptable. However, with the spread of mobile technology and increased demand for games across linguistic, cultural and geographic boundaries, video game localization has become unique.
Localization – NOT translation
It should be clear by now that game internationalization and localization is not just about language. It encompasses cultural symbols, clothing, ethos, environment…everything that makes civilizations, in fact!
There are many pitfalls to avoid:
Concerns about piracy and the importance of capturing markets in a timely manner can drive translations of incomplete games. Regardless of the stage of game development, the context should be clear when translating text. The complete picture must be remembered.
Cultural insights should be clear from day 1, as localization should be considered early in game development. For example: scantily clad female characters may be a problem in some countries. If this is not considered early in the design cycle, it can become an expensive, untreatable headache when the game needs to move into more socially conservative markets.
Games should evolve with current events. Let’s look at the example of how the increase in cases of pedophilia in Belgium prevented the use of the word “pedometer” in the game of weight loss, because such a prefix has a negative connotation.
Separate text files make the game modifiable, and translated versions can be pasted into the localized version.
Freezing text or stopping text changes is a very good idea to control translation costs and keep game development on schedule.
Be aware of cultural issues, taboos and sensitivities in advance.
Accent is important for sounds. A cowboy with a Texan twang in a video game designed for the Chinese market is ridiculous.
Who does localization?
Game developers spend millions on game development. So, there is no point in cutting corners when it comes to localizing video games to enter new markets.
Cheap translations aimed at cost control can result in a complete flop show and make the developer an international laughing stock.
Whether it’s artwork, translation, marketing, packaging, or bridging the cultural divide, it’s highly skilled work, the domain of trained and talented professionals.
Timing is of the essence to capture the sentiment of the markets.
Wisdom and trust are definitely needed to combat the evil menace of piracy, which has a huge impact on intellectual property.
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