The gaming industry is already a global phenomenon, with enthusiastic players found in every corner of the world. From mobile apps to PC and console games, the sheer size of the gaming market is staggering, and it’s only getting bigger. More than two-thirds of the world now use a smartphone and over 5 billion people have Internet access, which means that the global market for games goes far beyond the English-speaking world.
Anywhere that people have access to an Internet-connected device, you are likely to find people who enjoy playing games. With such a globally diverse audience, it’s essential for game developers and publishers to consider the language preferences of their players. This is where game localization and the help of a localization agency can enable you to take your game brand to an international audience.
What is Game Localization?
Game localization is the process of adapting a game or its marketing content to different cultures and language audiences. It involves translating, localizing, and adapting content so that gamers around the world can enjoy their favourite games in their native language or with culturally appropriate content. By localizing a game for different cultures, developers can expand their reach and create an even larger fan base for their games.
Depending on the needs of the particular project, gaming localization can involve a range of services including software and website localization, translating audio files and voice-overs, creating culturally appropriate artwork and graphics, designing localized user interfaces, providing multilingual customer support, and more. At a minimum, marketing materials such as websites, social media accounts, and press releases should be localized to ensure a consistent message across all channels.
How Can Localisation Benefit My Game Business?
Is Game Localization Worth the Investment?
In short, yes. Game localization is a type of internationalization that allows game developers and publishers to reach new audiences, increase their user base, and generate more revenue. By 2027, the video game industry’s market volume is projected to reach around US$285 billion. On a per-country basis, the American market dominates, but regionally, Asia is expected to contribute US$156.40 billion to that figure. This means that for gaming brands that want to maximize their potential and reach the highest possible number of users, localized gaming is essential.
Taking the time to localize a game is an investment that pays off in the long run, as it helps to cultivate loyal players and expand your global presence beyond English-speaking countries. Consider, for example, that China is one of the world’s largest gaming markets and home to around 685 million gamers. However, when it comes to the number of people in China who speak English, estimates range from only around 1% to 6%. If developers want to reach this massive audience, localization is essential.
Localization for Game Brands That Want to Reach a Global Audience
Partner with a Localization Agency to Help Streamline the Process
Game localization can be a more complex process than other types of localization. If you want to record new localized voiceovers and in-game text, the process can quickly become quite intricate. Trying to coordinate the entire localization process on your own might not only be overwhelming, but it can also put you at risk of missed deadlines and other costly errors.
That’s why it pays to partner with a localization agency that can help you streamline the process, providing complete end-to-end solutions for gaming localization. Professional language services providers will be able to handle all aspects of the localization process and can provide you with the advice and expertise you need to ensure that your game is properly localized for international players. They can:
- Translate and localize all in-game text, including menus, UI elements, dialogues, and more.
- Provide voice-over recordings and dubbing services in multiple languages.
- Design localized versions of your UI, artwork, and other graphics.
- Optimize content for each target language and culture.
- Create localized versions of your website, press releases, and other marketing materials.
How Can Localization Help My Gaming Business?
There are countless benefits to game localization for companies looking to reach global audiences. It’s an excellent way to make your game more accessible and appealing to players in different markets, increasing its potential for success. Here are some of the benefits that game localization can deliver.
Increase Player Engagement and Retention
Localizing your game for different cultures and regions makes it more engaging and enjoyable for players, which increases the likelihood of them continuing to play. Players are more likely to commit to a game they can understand and relate to, so taking the time to localize your game can lead to increased player engagement and retention.
Increase the Lifetime Value of Your Players
Following on from the above point, a well-localized game can also help to boost your players’ lifetime value (LTV). Utilizing a localization services provider to localize your game encourages players to form a connection with your brand, and in turn, become more loyal customers. The more satisfied and engaged they are, the more likely they are to spend money within your game.
Increase Your Revenue Potential
By properly localizing your game and its marketing material, you can increase its potential revenue by reaching a much wider audience. Imagine how many untapped revenue streams you could be leaving behind if you only release your game in English. Translation and localization services help you to open up new revenue streams and maximize the return on your investment.
Expand your Player Base Internationally
Localizing your game opens the door to players in far-reaching corners of the world. You can expand your player base and tap into markets that would otherwise be inaccessible, giving you the chance to reach a much larger audience. From a little-known brand to an international sensation, gaming localization helps you to increase your reach and stand out from the competition.
Improve Your Brand’s Reputation
Trust and credibility require more than just a name and logo. By investing in gaming localization, you demonstrate to existing and potential players that your brand is reliable, reputable, and serious about its work. You’re also showing them that you value them as players, which fosters a sense of loyalty and helps to build a strong, positive association with your brand.
How Can I Deliver Seamless Localization Solutions for my Game Brand?
There’s no denying that gaming localization is a significant undertaking. It requires expertise in multiple disciplines, such as linguistics, cultural studies, voice acting, graphic design, and more. This is why most gaming companies choose to partner with a localization service provider. A professional localization agency helps to ensure that your game is properly localized for international players and markets and that nothing gets lost in translation.
It’s easy to go wrong with gaming localization, so it’s important to partner with a provider that understands the complexities of the process and can provide you with the support and guidance you need. The best way to make sure of this is to work with a localization company that is familiar with the gaming industry and understands the unique challenges that come with localizing a game.
You can approach localization as a joint venture between your team and the localization service providers. By working together, you’re better positioned to create a strategy that takes all the nuances of game localization into account. This extends from the design elements to the linguistic details and more. By doing this, you can guarantee that your international players will get an experience that’s tailored to their culture and language.
What Technologies Can Help with Game Localization?
We are lucky to live in an era where technology has become so advanced that it can help us with almost any task. When it comes to game localization, technology can be used to streamline the process and ensure a seamless transition from one language to another. Here are some of the most popular technologies used to help with translation and localization projects.
Translation Management Systems (TMS)
Translation Management Systems are designed to simplify the localization process and make it easier for teams to collaborate on large-scale projects. TMS tools provide a centralized platform where project managers can manage resources, track progress, and collaborate with localization company translators.
Content Management Systems
If you’ve ever had to manage large amounts of online content, you’ll know how tedious and time-consuming it can be. Content Management Systems allow teams to easily manage their gaming localization content in one central location, which saves time and ensures that all content is up-to-date.
Machine Translation Engines
Machine translation technologies are designed to quickly and accurately translate large amounts of text in multiple languages. These tools use advanced algorithms to automate the process, which greatly reduces the time and cost associated with translation and localization. However, it’s important to remember that machine translations should be used in conjunction with human translators to ensure there are no errors.
Natural Language Processing (NLP)
Natural Language Processing is a type of artificial intelligence that can be used to analyze and process large amounts of text data. It allows teams to quickly identify patterns and trends in their data, which can be used to improve the accuracy of translations.
Reporting tools are designed to help teams track the progress of their localization projects and identify any potential issues. By using reporting tools, you can make sure that everyone on your team is always up-to-date on the progress of the project and can quickly make adjustments as needed.
Project Management Software
Project management software is designed to help teams collaborate on complex tasks and ensure that they are achieved in a timely manner. With project management software, you can assign tasks, track progress, and monitor the status of your translation and localization projects.
Content & Design Integration Tools
Text is just one part of localization; visuals and design elements need to be localized as well. Content & design integration tools help teams quickly and efficiently integrate text with visuals and design elements in multiple languages. This ensures that the localized version of your game looks and plays just as well as the original.
Why Work with LingvoHouse?
At LingvoHouse, we specialize in game localization and provide our clients with a comprehensive suite of tools and services to ensure their games are optimized for global audiences. We deploy an agile team of translators, linguists, and localization experts to make sure that the localized version of your game meets the highest standards. Our team is also backed by advanced technologies such as TMS, NLP, and machine translation to ensure accuracy and speed.
We offer a wide range of flexible packages to meet your budget and specific localization needs, so no matter the size or scope of your project, our team is here to help you succeed. Contact us today to learn more about our localization services and how we can help you optimize your game for global audiences.
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