LISA ASIA Forum - Localizing Interactive Media & Game

Localizing Games: How They Differ From Other Software Products

Víctor Alonso Lion Localization Consultant






Images – Games?, what games?





source: Jane McGonigal at Ted.com

At 21 years old

10000 hours at school

10000 hours playing games




Optimism




Collaboration




Productivity




WINNING





CONTENT EVOLUTION early days


Víctor Alonso Lion Localization ConsultantCONTENT EVOLUTION

today

• MORE AND MORE CONTENT

• MORE AND MORE GLOBALIZATION

• MORE AND MORE TO LOCALIZE


Víctor Alonso Lion Localization ConsultantCONTENT EVOLUTION

today

• MORE AND MORE CONTENT

• MORE AND MORE GLOBALIZATION

• MORE AND MORE TO LOCALIZE Images copyright:Lego©

Microsoft ©

CDC Games©

NetGame ©

Blizzard©

CCP Games©


Víctor Alonso Lion Localization ConsultantMARKET EVOLUTION

More and more users (of all kinds)



INFLUENCENot only games… There is a lot more

Simulation Games

Art Games

Business Simulation GamesMilitainment

Organizational Dynamic Games

Games for health Edumarket Games

eLearningAlternative Reality Games



• Interactive Entertainment is influencing our lifes much more than we are conscient of.

• Not only Entertainment

• Also how messages go from transmitter to recipient.

• Interactive Multimedia is a Communication Channel

INFLUENCEYou and your business

ELEARNING

VIDEO GAMES



Let’s get back on track



CONTENT is what MATTERSfor localization

• Basic gamesNo l10n

• Social games1k words

• Big RPGs and MMOs + 1 Mio. Words

• AAA GameAbout 500k words to translate300k words to dub.

(20 blockbuster movies).50 dubbing actors per language

(250 studio hours)



1. The Game Localization process: where does Localization fit in Game Development Production. HOW IS THE

PRODUCT BUILT



GAME LOCALIZATION INMATURE PROCESS

Concept Design Pre-Production Production Post-

Production Launch

GAME DEVELOPMENT PROCESS

LOCALIZATION

LocalizationTranslationAudioAdaptation (cultural)

Procurement TranslationAudioLinguistic Testing

InternationalizationText extractionText expansionCultural Review

TestingTestingBug fixing

EngineeringReengenieringRecompilations

When localization was (is?) an afterthought



• Time issues

• Quality issues

• Cost issues


Production Launch


LOCALIZATION

Time

Qua

lity

Cost

GAME LOCALIZATION INMATURE PROCESS

When localization was (is?) an afterthought




Production Launch


Localization Testing

Localization related Engineering & Technical

Procurement Internationalization

Localization as an early strategy

International Launch

GAME LOCALIZATION MATURE PROCESS




Production Launch


Localization Testing

Localization related Engineering & Technical

Procurement Internationalization

Localization as an early strategy

International Launch

GAME LOCALIZATION MATURE PROCESS



Why is Quality Crucial?In games too..



It’s all about EMOTION

Game players are critics:

• Game users are fans.

• Huge community of users

• Do NOT DISAPPOINT THEM



It’s all about EXPERTISE

• Subject Matter expertise: same as any other demanding field

• Some topics are hard if not a member of the community too (from RPGs to technical)

• OR…. Be ready to lead the community or set the standards.

© Electronic Arts

© Microsoft Game Studios© GameLoft © Ubisoft



• Games are INTERACTIVE ENTERTAINMENT– Means that just translation is not enough– Making the content just understandable is not enough

• It’s all about offering a unique EXPERIENCE to the user

• Users need to feel THEY ARE THE TARGET

It’s all about OFFERING AN EXPERIENCE



SuperSkills needed



Special SkillsBe a Copywriter

• Reconceptualizing: Not all concepts are directly translatable in another language

• Vital to understand the local cultural and behavioral needs• Need to offer a local experience within the boundaries the games allow

– Accents / Regionalisms / Jokes / History

• Marketing skills: Content is also an essential part of the success of the product

Transcreation

©Perfect World Entertainment


Víctor Alonso Lion Localization ConsultantSpecial Skills

Understanding specific Game Universe

• Each game has it’s own characteristics

– Not because you have translated a game, that you would know all about the next one (if you know about prepress… you can learn more, understand a new device, but your knowledge is solid and can be used).

• Be able to understand what the Users need, what they expect.

• Take decisions:– There will always be a different opinion, still linguists many times need to set the

standard.

Geek factor


Víctor Alonso Lion Localization ConsultantSpecial Skills

Understanding Artificial Language

• Games translation demands special skills:– Able to perform productively and make a picture of what is happening

• On the fly player messaging and variables

Mage throws a spell on the soldier.[·PC·] throws [·item·] to [·NPC·]Le mage lance un sort sur le soldat.[·PC·] lance [·item·] sur [·NPC·]

– 1st (sort of a parenthesis) the game engine has to be able to generate a few changes to the translated text - > Powerful design and technology

– Translator has to understand what is going on in order to deliver what is needed.

• Translator has to understand the technology and know what the engine can or cannot do. (in these on the fly messages a linguist HAS to perform the job).

Language Engineering



USABILITY: COMPLICATED MAY NOT WORK



Localization is not only about language

• Usability Definition: ISO standard: “The extent to which a product can be used by specified users to achieve specified goals

with effectiveness, efficiency and satisfaction in a specified context of use".

• Products need to fit the needs of users:– terms of language.– but also cultural context and usage behaviors.

• Simplicity and intuitive intelligibility of the interface (quick to learn).– control elements , menu, dialog windows order, hot keys

-> High speed of work/play.-> Minor user errors-> More Fun

• Cultural factors such as colour, symbol and content perception are basis for effectiveness.



Centered on the USER

• Users are the center of the design process.

• User needs vary culturally.

• Standard Localization issues

• Functionalities

• Support natural activities and environments.

• Communicate in an inoffensive manner.


Víctor Alonso Lion Localization ConsultantLocalization is not only about

language

• Usability in games = easy to use = natural = enjoyable

• Device controller for instance can vary: – X button is the select button in Western

Europe (X as a check)– 0 button is the select button in some Asian

countries (X as not good)



Use your common sense

• Text has to be big enough

• Audio Localization might be imperative Difficult to drive or shoot in parallel to reading instructions

• Order and placement is key

©Rock Star Games


Víctor Alonso Lion Localization ConsultantUsability Anecdote

The surprising reason Asian MMOs are mouse-based

Asian Games: Mouse controlledWestern Games: Mouse & Keyboard

Massively multiplayer online game



• Add color niño

CULTURALIZATION IN GAMES Dealing with Diversity

Image © Miguel Alonso Martin (my 3 year old boy )


Víctor Alonso Lion Localization ConsultantIt’s all about

OFFERING a LOCAL EXPERIENCE

• Games designed with a Global view and considering culturalization:– as neutral as possible. – The idea is to have a game that would work on every locale without much changes to

the story.

• Games allowing for a good adaptation to the locale by the way they are

developed.

• Cultural Games: games that recreate a local culture, built with the idea of spreading and sharing knowledge.

• Keep “Localization in mind” no matter your approach.


Víctor Alonso Lion Localization ConsultantContent Culturalization

Basics

• Images: Icons, symbols, graphics and objects.– YOUR CULTURE is not necessarily UNIVERSAL

• Colors: – Colors have culture-dependent meanings too.

• Audio:– Never use music if you don’t know where is it coming from– Sounds can have cultural/religious associations



Cultural Reviews

• Crucial that this step is considered by developers (the sooner in the process the better)

• Being banned or shocking a community is bad for:• Image• Affects sales

• Much more than official review agencies present in almost every country or region:

ESRB PEGI USK OFLC DJCTQ and many others

• Find the Source and Meaning for all your content

• Power of community (be aware)



MULTIMEDIAComplexity brings challenges

TEXT

AUDIO

USABILITYCULTURE

TECHNICAL



PROJECT MANAGEMENT OVERVIEW a Risk Analysis approach of Multimedia Localization

Risk Identification

& Quantification

Risk Monitoring &

Control

Risk Review



RISK DISTRIBUTION

LIKELIHOOD

SEVERITY AUDIO

TEXT CONTENT

TECHNICALCULTURAL

USABILITY



Top 10 (9+1) risks of game localization

Risk Treatment Table AVOID MITIGATE CONTINGENCY ACCEPT

1. CAN'T RELEASE IN TARGET COUNTRY x 2. SIMSHIP NOT ACHIEVED x

3. GAME ENGINE NOT INTERNATIONALIZED x 4. FULL RE-L10N NEEDED DUE TO PLATFORM REVIEW (TRCs) x

5. WRONG CHOICE OF LOCALES x 6. AUDIO RE-RECORDING x

7. IP NOT RESPECTED x 8. TRANSLATION NOT APPEALING TO THE MARKET x 9. NOT ENOUGH LOCALIZATION FOR THE MARKET x

+ MANY MID-MINOR RISKS x x x










Avoid by: Market Knowledge & ResearchDev: Quick changes made easy

Pub: Contingency (budget)Loc: Time

Affects:

DeveloperPublisher

Localization










Avoid by: Loc:

Contingency in planningGood Resource Allocation

Affects:

Localization










Avoid by:

i18n TrainingXtranslations (or MT) on Beta

Affects:

Development










Mitigate by:

Knowledge of requirementsPlatform specific glossaries

Affects:

Localization










Mitigate by:

Knowledge of MarketSpecific LOCAL resources allocated

Affects:

Localization










Mitigate by:

Approve content -> RecordVoice Talent selection

Planning

Affects:

Localization










Mitigate by:

IP owner <> Publisher CommunicationClear Glossaries

Affects:

LocalizationPublisher










Mitigate by:

Specific Market KnowledgeGames are Entertainment

Strong Focus on LOCAL USER

Affects:

LocalizationPublisher










Assign Contingency:

Voice Recording Budget ?I18n issues: ex. Blood color (Germany)

Affects:DevelopmentLocalization

Publisher












Conclusion• Interactive Media is more than just

games

• Needed Improvements in the game localization industry:– Content Management Systems

& Global Content Management Systems

– Standards (although vs creativity)– WYSIWYG tools?

• Globalization in Games Industry is challenging, complex and FUN



GAME OVER



Thank You

Please feel free to contact me with any questions:

Víctor Alonso [email protected]

http://www.pinknoise.es