As the sports betting industry expands across Asia, providing accurate sports betting translation and localized content is essential for regulatory compliance and effective engagement. This guide outlines key sports betting rules in the Asian market and common betting terminology, focusing on the unique considerations for localization in sports across Korean, Simplified Chinese, and Japanese markets. We will also highlight the significance of responsible gaming practices to ensure a safe and trustworthy betting environment for all participants.

1. Overview of Sports Betting Rules in Korea, China, and Japan

Understanding the sports betting landscape in Korea, China, and Japan is essential, as each country has distinct regulatory frameworks.

• South Korea: In South Korea, sports betting is permitted exclusively on government-approved platforms, primarily through “Sports Toto.” This platform allows bets on a limited selection of sports events. Strict regulations govern online gambling, with stringent requirements for terminology and platform compliance. Private betting operations are prohibited, and non-compliance can lead to severe penalties.
• China: China’s sports betting industry operates under a government-controlled monopoly. The “Sports Lottery” is the only authorized channel for placing bets on approved sports events. Private or unlicensed betting is strictly forbidden, with enforcement mechanisms in place to penalize any unauthorized activities.
• Japan: Japan has recently broadened its approach to sports betting, allowing it through integrated resorts and the official “Public Sports Lottery.” These operations are closely regulated to promote responsible gaming and ensure compliance. Betting on unauthorized events or platforms remains prohibited, with measures in place to uphold the integrity of the industry.

2. Common Key Terms in Sports Betting and Online Gambling
   

Understanding these key terms enhances clarity and confidence in placing bets and navigating online platforms, enabling bettors to make informed decisions.

3. Responsible Gaming Considerations

Responsible gaming is crucial in promoting a safe betting environment. It involves ensuring that players can enjoy gaming without experiencing negative consequences. Here are key points related to responsible gaming:

• Education and Awareness: It’s essential to educate players about the risks of gambling and promote safe practices. This includes information on setting limits, recognizing signs of problem gambling, and knowing when to seek help.
• Access to Resources: Providing resources such as helplines, counseling services, and self-exclusion programs is vital for players who may need assistance.
• Regulatory Compliance: Operators must adhere to responsible gaming regulations outlined in documents such as the American Gaming Association’s Responsible Gaming Regulations. Compliance ensures that practices align with legal standards and promote player safety.

4. Localization Considerations for Sports Betting in Asia

Translating betting terminology involves understanding both linguistic and cultural nuances.

Here are key factors to consider:

• Use of Standardized Terminology: For legal betting entities, standardized terms are essential to avoid ambiguity. Localized terminology often reflects specific betting practices regulated by authorities.
• Cultural Sensitivity: Certain phrases or colloquialisms common in English betting culture may not directly translate. Ensuring that terms align with government-approved language adds credibility.
• Tone and Formality: Betting terminology should maintain a formal tone to convey reliability, avoiding overly casual language to meet audience expectations.

5. Challenges in Translating Sports Betting Rules and Terms

Translating betting content into Korean, Simplified Chinese, and Japanese presents unique challenges:

• Regulatory Restrictions: Given the strict regulations in these markets, terminology must comply with legal language. For instance, Korean platforms may avoid direct translations for “betting” in contexts associated with illegal gambling.
• Complex Terms: Certain complex betting terms may be unfamiliar in Asian markets. Translators should use local equivalents or provide definitions within the content.
• Adaptations for Local Sports Preferences: Tailoring content to popular sports—soccer, basketball, and baseball—ensures relevance to audiences.

6. Best Practices for Localizing Betting Content

For successful localization, betting providers and translators should consider these best practices:

• Research Local Preferences: Understanding which sports are popular helps focus terminology on relevant sports.
• Prioritize Clarity and Compliance: Using approved terminology and clarifying complex terms are essential for user comprehension and legal compliance.
• Review and Update Terminology: The betting landscape is evolving; regular updates to localized content keep terminology relevant.

Conclusion

Navigating sports betting terminology in Asia’s Korean, Chinese, and Japanese markets requires a nuanced approach, balancing accurate translation with cultural sensitivity and regulatory compliance. By prioritizing localized, clear, and legally compliant content, betting platforms can engage audiences effectively, ensuring a seamless and trustworthy experience. Responsible gaming practices further enhance the integrity of the sports betting environment, promoting safety for all participants.

References:

1. Gambling: A Legal and Philosophical Overview
2. Responsible Gaming Regulations and Statutes Guide
3. Sports Betting Terms: Gambling 101 Glossary
4. Online Sports Betting Glossary: Understanding the Language of the Industry
5. Responsible Gambling Review – Asia
6. Betting Glossary: Understanding Key Sports Betting Terms
7. Sports Betting Terms: Essential Vocabulary for Every Bettor

The post Understanding Sports Betting Rules and Standard Terminology in Korean, Simplified Chinese, and Japanese for the Asian Market appeared first on Globalization Partners International.

Entering new markets in the iGaming industry is a complex process that requires more than just translating content into another language. True localization goes beyond mere translation, addressing the unique cultural preferences, legal requirements, and user experiences inherent to each geographic area. For iGaming platforms looking to succeed in the global market, it is crucial to implement strategies that resonate with local audiences while ensuring compliance with regional regulations.

This blog delves into why iGaming content localization is crucial for iGaming platforms looking to expand globally and how it can significantly impact success.

Our goal is to illustrate the comprehensive approach needed for effective iGaming content localization, highlighting the critical areas requiring attention and providing examples of successful strategies employed by industry leaders. Let’s unpack what it takes to tailor an iGaming experience for new regions, using Japan as our example.

1. Translating Your Platform

Imagine you’re launching in Japan. Your first step is translating everything into Japanese, right? No, the first step is making sure that the platform will work properly in Japanese. Ideally, this was thought of at the game’s inception to minimize work. Any language dependency built into the platform, such as date format or currency type, can cause it not to work properly if the locale uses a different format. Once you know your platform can support Japanese, it is time to move on to translation.

But translation is not just about swapping words; it’s about capturing the essence of gaming excitement in a way that feels native. Remember, a misplaced word can confuse or alienate players. This goes beyond just the website and app; it extends to game instructions, customer support, and promotional materials.

2. Adapting to Cultural Preferences

Your platform’s design should resonate with local culture. For Japan, this might mean embracing minimalistic aesthetics and incorporating popular payment methods like Suica or Rakuten Pay. Game themes should reflect local interests, from traditional folklore, such as Momotaro and Urashima Taro, to contemporary pop culture references like Anime or J-pop. Brands like Lawson have successfully incorporated local elements into their marketing; your iGaming platform should strive for that same level of customization to appeal to Japanese players.

3. Local Payment Solutions

Integrating local payment methods is vital for fostering trust and ensuring smooth transactions. Offering options like LINE Pay, PayPay, or convenience store payments not only enhances convenience but also respects local customs. This can significantly impact player satisfaction and retention.

4. Customized Acquisition Strategies

Player acquisition strategies should be tailored to each market. In Japan, consider collaborating with local sports sponsorships or gaming influencers to create authentic connections. For example, partnering with popular Japanese esports teams or events, like the RAGE gaming festival, can help generate buzz and attract players. Understanding which channels resonate most with your audience—whether social media, gaming events, or online communities—can enhance your reach.

5. Segmenting Your Audience

Tailoring your offerings to specific demographics can greatly influence your success. For instance, in Japan, you could segment your audience based on age groups, targeting younger players with mobile-friendly games or older audiences with traditional-style games. An example can be seen in the popularity of Pachinko, which appeals to a wide age range but especially attracts older players. Another strategy might involve creating themed events around popular Japanese festivals, like Hanami (cherry blossom viewing), to engage different demographic segments.

6. Tweaking Products for Local Needs

Localization may require rethinking product features. In regions with varying internet connectivity, such as rural Japan, optimizing games for lower bandwidth and ensuring fast, mobile-friendly payment options are crucial for success. The user experience must cater to the specific conditions of each target market.

7. Complying with Legal Standards

Adhering to local laws and regulations is non-negotiable. Securing the appropriate licenses and ensuring compliance with age restrictions and gambling regulations are key to your platform’s integrity. Legal requirements should be reviewed by professional legal counsel with locale-specific and cross-border gaming experience to ensure you meet all necessary standards. For instance, Japan has stringent laws regarding online gambling, so consulting with gaming compliance experts before localization is essential to avoid potential pitfalls and unexpected costs.

Examples and Case Studies

• com: DMM.com has successfully localized its gaming platform by providing a diverse range of online casino games and adopting popular local payment methods. Their focus on customer support in Japanese and offering localized promotions has helped them gain a significant market share.
• Gree, Inc.: This mobile gaming company has achieved success in Japan by releasing culturally relevant games that incorporate local narratives, characters, and aesthetics, which resonate deeply with the Japanese audience. Their approach emphasizes the importance of understanding local culture in game design.

• Cygames: Known for its hit mobile game Granblue Fantasy, this game demonstrates effective localization through deep engagement with the Japanese gaming community. By offering events tied to local festivals and holidays, they enhance player loyalty and community involvement.

Conclusion:

Localization in the iGaming industry is a complex process that requires attention to detail across various dimensions, from cultural subtleties and game content to legal compliance and payment systems. Successful market entry and expansion depend on a deep understanding of the target audience, as demonstrated by leaders like DMM.com, Gree, and Cygames. Their successes reaffirm that in-depth localization is the key to winning in new markets.

Reference:

• International Association of Gaming Regulators (IAGR)
• Geo Adaptation in iGaming Industry | EvenBet Gaming
• Licensing – EGBA
• Asian online gaming: know your market and get teams on the ground | AGB

The post Localizing for the WIN: Mastering iGaming Content Localization for Worldwide Success appeared first on Globalization Partners International.

In the fast-paced world of online betting and iGaming, the power of language and localization cannot be overstated. As online gambling platforms continue to expand globally, implementing effective language strategies becomes crucial for attracting and retaining a diverse user base.

This blog delves into why language matters in iGaming, the advantages and challenges of localization, and how these elements contribute to the global success of online gambling platforms.

This piece aims to highlight the importance of language and localization in enhancing user experience, trust, and accessibility in the iGaming sector. It provides insight into best practices and the tangible benefits of these efforts.

The Multicultural Tapestry of Online Gambling

1. Globalization – iBetting and Online Gambling

   The globalization of iBetting and online gambling has opened up new horizons for operators and players alike. As players from diverse linguistic and cultural backgrounds participate in the digital gambling arena, the need for effective communication and cultural sensitivity becomes paramount.

2. Diverse Player Demographics

   Understanding the demographics of online gamblers is crucial for operators. Tailoring platforms to cater to different age groups, nationalities, and linguistic preferences is essential for attracting and retaining a diverse player base.

The Language Barrier: Breaking It Down

1. The Importance of Multilingual Platforms

   Multilingual platforms go beyond merely translating text; they ensure that the user experience is seamless and engaging for players worldwide. The ability to navigate and understand the platform in one’s native language fosters a sense of inclusivity and comfort.

2. Translation Challenges in the Gambling Industry

   The translation of gambling-related content comes with unique challenges. From conveying the intricacies of game rules to accurately translating the thrill of the gaming experience, language professionals face the task of balancing precision and cultural nuance.

Localization: Adapting to Cultural Context

1. Cultural Sensitivity in Marketing

   Successful localization goes beyond language and involves a deep understanding of cultural nuances, those subtle differences in communication that are unique to each region. Marketing strategies must resonate with the target audience, considering factors such as cultural taboos, preferences, and regional sensitivities.

2. Payment Methods and Local Preferences

   The way people transact varies across regions. Adapting payment methods to local preferences is crucial for user convenience and trust. Understanding the preferred payment systems in different regions ensures a smoother experience for the players.

Regulatory Challenges in a Global Context

1. Navigating Legal Frameworks

   The online gambling industry is subject to diverse and ever-evolving legal frameworks. Navigating the complex web of regulations in different countries requires a thorough understanding of local laws, ensuring compliance while providing an enjoyable and secure gaming experience.

2. Responsible Gambling in Different Cultures

   Promoting responsible gambling practices requires tailoring initiatives to cultural contexts. What may be an effective approach in one region might not resonate with players from another. Developing culturally sensitive responsible gambling campaigns is vital for fostering a safe and enjoyable environment.

The Future of Globalized Gambling

1. Technological Advancements and Language Processing

   As technology continues to evolve, so does the potential for enhancing language and localization in online gambling. Artificial intelligence and natural language processing are making it possible for more sophisticated translation and personalization features, further breaking down language barriers.

2. Emerging Markets and Opportunities

   Exploring emerging markets presents a vast array of opportunities for iBetting platforms. Understanding the linguistic and cultural dynamics of these markets will be key to successfully tapping into new regions and expanding the global reach of online gambling.

Real-World Success Stories

The power of effective localization in the iGaming industry is best illustrated through real-world examples. For instance, a leading online betting platform saw a dramatic increase in user engagement in Japan after localizing its website and customer service, incorporating cultural elements specific to the Japanese market. Similarly, an online casino overcame regulatory hurdles and linguistic challenges to become the top choice in several European countries, demonstrating the critical role of tailored content and legal compliance in localization efforts.

A prominent online betting platform dramatically increased its market share in Brazil after localizing its website, incorporating local sports, and offering customer support in Portuguese. Another success story involves a European online casino that by localizing its content and navigating the region’s regulatory environment successfully, became a market leader, demonstrating the tangible benefits of a well-executed localization strategy.

These achievements demonstrated the strategic value of localization in fostering business growth and user satisfaction in the competitive online gambling landscape.

Conclusion

Language and localization are not just elements of global expansion in the iGaming industry; they are essential components of a strategy aimed at winning hearts and minds worldwide. Successfully embracing linguistic diversity and cultural nuances, online betting and gambling platforms can unlock unprecedented growth and loyalty. As the industry continues to evolve, the focus on localized content and user experience will undoubtedly remain a key factor in the global gamble of iGaming success.

The post The Global Gamble: The Role of Language and Localization in iBetting and Online Gambling appeared first on Globalization Partners International.

Game On!

Would it be an exaggeration to say that video games have shaped the culture of several generations? Do video games bring the world closer or further from reality? How important is it to localize your game and what measures should you look for in such an endeavor? Should localization be taken into consideration during the game design process, or is it a mere afterthought? Questions, questions, and then some…

In this day and age, game localization is almost as thriving as game development itself. Why? Because it ensures gamers will feel the game was developed specifically for their market. When a game has been localized to a specific market, it acknowledges their culture and utilizes the essence of their very thoughts and communication – language! Take it from a gamer; it is a whole other experience to hear the protagonist use my everyday idioms, memes, and perhaps my dialect, to express their character and bring the game to life. Because, hey, a game is most of the time, no longer a game, but a parallel life(s) for the gamer (Hello Metaverse!)

Wouldn’t such a parallel life be much more influential, enjoyable, and fulfilling if it is perfectly localized? Enter the keyword: “Perfectly.” It’s no game to localize a game, but a sophisticated process that has many facets and should be planned for in the designing process to ensure a fine UX (user experience) and the most cost-effective process.

Truth is that if you, as a game development agency, want to keep (or improve) your place in an increasingly competitive market – where at least 15 games are released daily – you have to consider localizing your game in the languages of profitable markets. Needless to say that providing this customized UX to millions of gamers ensures a higher rating in-store reviews, and a significant sales increase.

The Process – Think Beyond Translation

Start with the end in mind and plan for localization in the design process. What markets would you like to penetrate? A well-formatted strategy is essential to determine the following steps that will take your game to new territories. This strategy includes designing the game to be language-independent, determining what content needs to be translated, deciding on the audience and their segments, and the extent of adaptation the game should need based on those audiences.

Back-end Design Process

In the design process, you need to ensure that the functionality of the game is language-independent. If your functionality is dependent on the user entering information in a specific format (such as date) the game may not work as intended since date formats are different in other languages. Your content should be in a translation-friendly format that will facilitate extracting the required strings, be those dialogues, UI (User Interface), instructions, small print, etc., into a repository that can later be imported into a translation management system (TMS). Custom-built connectors, which GPI excels in providing, are key to linking your content management system (CMS) to the TMS, where the real magic starts, the linguistic process.

This process consists of several steps, employs multiple skills, and has some challenges.

Linguistic Process The translation stage, which can either be performed by a complete team or one linguist, is the next stage in the process. While all the content could just be translated, we recommend a different approach that involves a bit of pre-planning. We have found that incorporating these steps helps improve the overall quality.

A bilingual glossary, a list of the key terms or words from the content to be translated, is built by a specialized copywriter, who is a native speaker of the target language. They scrutinize the extracted content from a specific perspective to build a glossary that will ensure consistency and fluent readability.

A style guide could also be authored in this step, which outlines the linguistic specifications, tone, cultural issues, and many other aspects for the translator(s) to follow.

These two products are created to ensure translation consistency. If you have native speakers of the target language, they could review the glossary and style guide at this stage to make sure that the content meets expectations.

With the prep work done, the second step of the linguistic process is the translation of the content. The translator or translation team will review the source copy in a translation memory tool and begin creating the content in the target language. This step can be more accurately referred to as transcreation. Given the nature of the material, it most likely will require adaptation to the target culture, which requires a more creative approach than translating a manual for example. What will be helpful to the translator during this step will be access to the actual product so that they can see the context of the text to be translated.

Following translation is editing, in which another linguist will review and correct the translation for the following: any linguistic or cultural issues, compares the target with source texts for accuracy and completeness, and confirms the translation adheres to the previously mentioned glossary and style guide. Generally, any edits are returned to the primary translator for review and acceptance.

Once translation and editing have been completed, monolingual proofreading of the content is then performed as an additional layer of quality control to eliminate any typos or grammatical mistakes.

Last but not least, a Linguistic Quality Assurance (LQA) is performed to assess the translation accuracy, good fluency, and appropriateness of the style.

Then the translated material is imported back into the game after any necessary regional adaptation is performed. Testing takes place as a Language Sign Off (LSO) step, which looks into post-editing issues like truncation, text direction, overall sanity checks, synchronization, and all text context-related issues.

Skills

Video games as a genre have a unique and diverse realm of content. Its localization requires an equally well-equipped linguist. Unlike any other subject matter, the game localizer needs to be deeply involved in the content they handle, i.e., a gamer themselves. The passion a gamer has for the industry, and the familiarity and hands-on knowledge of the UX, platforms, game environment, and general terminology are important tools that ensure the quality of the target text. This level of involvement also means the gamer/localizer is up to date with new gaming trends, e.g., trending genres and news, which heavily impacts the translation and ultimately the localized game’s UX quality.

Creativity and shrewd cultural awareness of the target market(s) are essential skills the localizer has to have since the cornerstone of game localization is to render the truthful essence of every part of the game in a way that is culturally and socially compatible with a whole other market and audience. No easy feat!

Challenges

Game localization challenges fall into two categories: linguistic and technical. They differ according to the language and market of localization. Let’s look at Arabic localization as a solid example.

On the linguistic level, some of the most prominent challenges that face the linguist are cultural adequacy, respect for religious ideologies, and varied dialects. Arabic is the officially recognized language in 26 countries, and the native language of approximately 420 million speakers (compromising 6% of the global population). There are about 20 spoken Arabic dialects in the MENA (Middle East and North Africa) and Gulf regions alone. This makes it essential for the developer to decide upon the required markets, and for the linguist to have a good command of the desired dialects. Furthermore, some sensitive topics require experience to be creatively tackled. These include issues like homosexuality, sexually explicit content, and religiously offensive content…

As for technical issues, localizing into Arabic (as a right-to-left reading language) could entail text-directional issues, especially if Latin-character words are also embedded in some of the strings. Length of strings, run-on lines, and character limits could be another issue.

Additionally, Arabic is one of the languages that assign grammatical gender to every noun. This affects the syntax of every string, usually lengthening it.

Why Arabic Then?

There is tremendous growth in the game development industry and new technologies, platforms, and a whole new generation of consoles are being introduced to the industry.

By 2024, Newzoo’s Global Games Market Report 2021 predicts that the game industry will hit $218.7 billion with a sustained growth of 8.7% per year.

This growth is inevitably accompanied by a parallel increase in the number of gamers everywhere, and consequently in the Arab world. It can be greatly beneficial for the sales of your game to get a foothold in the MENA and Gulf markets, since the majority of their populations are below 25 years old, with a major interest in tech and game trends. Many game genres are met with tremendous success in the Arab market, like sports, arcades, action, battle royals, and even casual games. Massively Multiplayer Online (MMO) role-playing games are the most localized from English into Arabic and are played by a huge – and increasing – number of gamers.

Grow with the Flow

Games are growing into completely immersive experiences, and their very concept is evolving to include more players and new generations. To achieve this on a global level, localization is a necessity. And as we step into the future all-encompassing, augmented reality gaming era, the experience of the gamer will not be complete, or even meaningful, unless their native language is supported.

The post Game Localization: An Integral Part of the Game appeared first on Globalization Partners International.

The digital world is gaining relevance day by day, and everyone wants to stay connected as these innovations unfold. The same can also be said of the gaming industry, as it continues to grow, there are bound to be innovations.

One of these innovations is iGaming, which is online wagering on the outcome of a game or event. This is one of the fastest-growing industries. In 2021, it was worth an estimated 61.5 billion U.S. dollars and is forecasted to increase 86 percent by 2028. Currently, online gaming is legal in some form in 17 countries.

So, you should see it as replicating the real world of gaming in the digital space, where people can bet in a casino or place a bet on a horse without being there in person.

The popularity of iGaming does not change the fact that 44% of internet users will immediately reject your website if it is English only, which means that if your gaming brand can’t provide any language other than English, you could be losing about 44% of your prospective clients.

Currently, proactive companies are beginning to employ translation services for iGames, because they understand the role language has to play in marketing.  Research has shown that 56% of a brand’s customer base is likely to pay more for services if it localized to suit them. Such an audience can be leveraged by providing the translation and localization of iGames, to suit the local audiences and generate more revenue from iGaming.

So, what is iGaming localization in this context? This is not simply providing your game in a specific country or market, but specifically adapting your games, online betting platforms, and even online casinos, for a specific audience and culture. If your product is offered in the native language of your audience, about 90% of the natives would be willing to engage in your content, which means more gamers playing your games.

Localization of iGames

Translating and localizing iGames is not just about translating the words to another language, effective localized translations can only be achieved by speaking the native language your target audience understands.

As the iGaming industry is gaining more popularity and growth, organizations must begin to adapt their content to suit the audience they are marketing to and make them feel like you have them in mind when localizing iGames.

Today’s games require more than just translating and changing the title to be localized.

Think about the supplementary materials for the game, such as manuals and guides—the various controls, the backstory of each character, how their stories connect, etc.

Word-for-word translation from one language to another is grossly inadequate. A phrase or even a word that sounds perfectly understandable in one language may have a completely different meaning in another due to cultural differences. An experienced translator that specializes in the gaming industry can help provide the most suitable translation for the target market.

Software developers and gaming operators are constantly coming up with new ideas to stay ahead of the growing sophistication of players and compete in the market. Players are currently exposed to a variety of game customizations along with a diversity of gaming products.

For instance, there are a ton of slots available that can be customized in terms of themes, stories, pictures, gameplay, soundtracks, and more. If you want to target the African market, you can incorporate an African theme into your product by including certain scenes, locations, or native songs.

The iGaming and traditional video game industries are growing at a fast pace, and a wise investment would be using localization to reach a wider audience. Localizing iGames could give you access to billions more players than just millions, given that there are currently over 2.5 billion gamers worldwide. This emphasizes the importance of localizing your casino platforms and iGames to reach a larger audience of players.

For example, the movie industry has been able to increase the amount of local content from various nations where they want their movies to be seen and accepted. (Remember the African concept “Wakanda” in the Marvel Avengers Franchise).

Although the gaming industry is highly regulated by the government, the ability to communicate terms and conditions clearly and accurately to customers is essential for establishing and maintaining trust, which is another key justification for game localization and content translation.

In performing all these, there is a need to have a localization strategy that would help you determine the aspects of your brand that you would like to adapt or change to suit your audience.

The questions you should pose include, but are not limited to: what resources are needed for the project who will the target audience be, and what game features should be translated and localized to the target market?

As explained in the previous paragraphs, players are less likely to download a game unless it is offered in their language. The localization of games has many benefits, including more purchases and higher sales.

Basics Steps to Take for Localization

Here are some simple steps you can take for the successful localization of games and content for your target audience:

• The materials you’ll require, including personnel, funds, and voice actors
• Which country or region will you localize the game for?
• What will be translated, or more specifically, what do you need to translate?
  • Whether text and visual components other than the dialogue and in-game instructions will need to be modified (for example street: signs or billboards contained within the game)
• Hire a localization company that is experienced in the translation of iGames, the localization of the software, and can support voice-overs, subtitling, and testing.

Conclusion

One of the outstanding features of top organizations is understanding how to adapt products to the target audience. The iGaming industry is at a fast-growing stage and this feature can be adopted, as this would be an ideal time to introduce translation and localization of games to increase market share. Engage now and reap the rewards of a huge fanbase and increased revenue.

The post Localization Services for iGaming appeared first on Globalization Partners International.

Video Game Localization is the process of translating and adapting video games to different target languages and specific cultures. The games localization process involves more than simply translating the game text. In this blog, we will go through the complete video game localization process, the tasks to be included, and how to calculate the cost for a complete video game localization project.

Importance of Video Game Localization

Video game localization has become one of the most important and beneficial domains in the gaming industry. The video game manufacturers and markets are continuously growing especially during the COVID-19 pandemic. As video games manufacturers are rapidly expanding their audience, it is important for them to get their games localized into different languages and cultures in order to gain the benefits of this growth.

According to WePC, the video gaming industry was estimated to be worth $178.73 billion in 2021, which is an increase of 14.4% from 2020. This is a marked difference to what was predicted in 2016 which forecasted a total worth of $90.07 billion for the same period – a 76.8% difference. Based on these trends, and the ever-growing popularity and diversity of games and their platforms, we could see a further acceleration in growth. Recent forecasts are estimating the video gaming industry will be worth $268 billion by 2025.

Quoting for Games Localization Project

In order to prepare and provide an accurate quote for a video game localization project, you need to identify the process and tasks that you will be following and conducting during the localization project.

Game localization can be broken down into 3 levels:

1. Basic Translation: Only the text within the game will be translated into the target languages (without cultural adaptation). The user interface, icons, images, and voice will remain in the source (original) language.
2. Intermediate Localization: The text within the game and user interface will be translated into target languages. Images, icons, and voiceover will remain in the source language.
3. Complex Localization: Full localization. All the in-game text, subtitles, images, user interface, icons, etc. will be translated and culturally adapted into the target language.

After knowing what localization level is required, you need to define different steps and services to include in the quotation.

Tasks and Services to Include in Game Localization Quotation

The below-mentioned services and tasks are what need to be included in a game localization quotation. It’s not mandatory to include all these services and tasks as it depends on the project scope, localization level, and budget.

1. Glossary Development and Localization: To guarantee translation quality and consistency, glossary development is important. The process starts with identifying and extracting key terminology in the game from the source files. The terminology is then translated and send back to the client for review and approval. Following review and approval, the terminology is imported into a termbase to be followed during the translation and updated as needed.
2. Style Guide Creation: A client-specific target language style guide establishes the standards for grammar and linguistic preferences, and to maintain style consistency across the project.
3. Cultural Correctness Assessments: Review of the game content for cultural issues to ensure the translation is “locale-sensitive” and culturally appropriate to the target markets. This would include a review of the game, user interface, and documentation. Items such as content, metaphors, color, sound, and icons are all reviewed for appropriateness.
4. Localization Engineering: Preparing the game content for translation, including in-game text, onscreen text (OST), user interface, subtitles, voice-over (VO) scripts, and documentation.
5. Translation, Editing and Proofreading (TEP): Translation of text, editing of the text by a separate translation team, and final proofreading.
6. Voice-Over: This step includes identifying the VO type, voice-over script preparation, talent casting, recording, post engineering, and studio time.

Voice-Over Types:

There are multiple voice-over recording options that will have an impact on the project cost:

1. Wild Recording: A vocal recording from a script with no video or backing tracks. It’s recommended for the voice-over talents to read the script through slowly from start to finish to ensure they have an understanding of how long your script will run.
2. Soft Time Restriction: The audio in the target language is within the same length as the source voice-over script, with +/- 10% tolerance in the audio length.
3. Hard Time Restriction: The audio in the target language is exactly the same as the source audio length.
4. Sound Sync: The audio in the target language is exactly the same as the source audio length and matches the silences.
5. Lip Sync: The audio in the target language is exactly the same as the source audio length, matching the silences, and matching the same lip movement.

Casting and Talents Selection:

In this step, you will identify how many voice-over talents (actors) are required, the talents’ genders, and ages, and how they will be selected. The next step is to select the talents and get them approved by the client by a way of the main 2 casting types:

1. Database Casting: you select the most suitable voice-over samples according to the character specifications and provide these samples to your client to select and approve which one to use.

2. Live Casting: you do a live casting session with different talents by recording a specific selected short script approved by the client, so the client can decide which talents they will choose. Live casting is more expensive than database casting as you will need to book the talent, studio, sound engineer, and equipment to do the live recording session.

Voice-over script preparation:

Prepare the translated voice-over scripts for recording by separating the sentences according to the game’s characters. Share the prepared scripts with the voice-over talents so they get familiar with the scripts before the actual recording.

Voice-over script recording:

This is the main step in the voice-over recording, as the voice-over talents will start recording the prepared and adapted scripts and the audio files will be generated.

Post-Production:

At this stage, the sound engineer has recorded audio files in target languages, following the technical requirements provided by the client. The audio engineer will edit the audio files and produce the final audio files according to the clients specifications..

7. Graphics Localization: Creating target language graphics by extracting translatable text from the source graphics, translating the text, and placing the translation back into the graphic, taking into account adapting text and images to be suitable for the target culture.

8. Integration: Adding the translated content, localized graphics, subtitles, and audio files into the game. After the integration phase, you will have a fully localized game in the target language.

9. Testing and Quality Assurance (QA): Linguistic QA is the process of reviewing all the translated on-screen text, subtitles, UI, voice-over, graphics after the translations have been integrated into the game. This function is usually completed by the project translator. During the QA review they will note any items that require fixing. Once the QA review is done, any required fixes or amendments will be applied in the language files. In some instances, it may be necessary to perform another QA review to ensure all fixes have been made. Functional testing should be a part of the process to make sure all actions and functions are working correctly in the localized version.

10. Documentation, packages, advertisements, and description localization: After the game itself is translated, a final step may be required to translate the game documentation and user manual. Also, the game package may need to be localized into the target language. The client may also request to translate the game-related content and advertisements into different platforms, hubs, or official websites. This needs to be taken into consideration as well when quoting for a full game localization.

Conclusion

Video Game Localization is a complex process that involves most of the different localization and translation project types, such as cultural assessment and adaptation, content translation, graphic localization, localization engineering, audio/video localization, and localization testing and QA. To guarantee that you’re quoting correctly for a video game localization project, you need to clearly understand your client’s requirements for each step.

At GPI, we can provide a comprehensive quotation for Video Games Localization, or you can contact us to work with your budget and timeline for any localizations project.

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