Gambling with localization?

Effective targeting of international consumers in the online gaming sector

Presenter:

Matthew Aydon

Business Consultant

Jackpot Translation

Part of the translate plus group

www.JackpotTranslation.com

Agenda

Jackpot Translation and what it means to be “gaming specific”

Overview of localization/translation in the gaming industry

How to handle localization/translation requirements

Translation management

Q + A session

Jackpot Translation

Why we started Jackpot Translation

Gaming is not like other industries

Different treatment is required

Branding

Gaming-specific branding

Impression of expertise in the field

Industry events

Major events include ICE, EiG, iGaming Super Show

Participation shows dedication to the industry

Opportunities to make new industry contacts

Jackpot Translation structure

Gaming expertise must come from inside the organization

Expertise needs to be present across all levels of the organization

Native speakers, 5 years’ experience

Gaming/sports betting expertise

Previous experience working on the specific game genre, e.g slots,

poker, sports

Gaming specific linguists

Changes in the gaming industry

Land-based to online

Desktop to mobile

Flash to HTML5

Demand for localization/translation

Different types of content:

user interfaces (UI)

game rules

social media

Product development

Fast turnaround timese-mail

websites

legal

Localization ≠ translation

Localization = adapting the target language to a specific audience

Translation = accurately rendering the source text in a different language

Content is not always translated e.g. “Spins”, “Jackpots”

Transcreation = when more creative freedom is needed to suit the target audience

The different levels of localization

No localization Documentation localization

Partial localization Full localization

Choosing the appropriate level of

localizationThe role of the LSP: should they advise or adapt?

Matching levels of localization with budgets

Collaboration between clients and the LSP

To translate or not to translate?

Non-translatables

Hybrid languages

Character limitations

Non-translatables

Non-translatables = terminology which is so familiar to the target

audience in the source language that it is not translated

Typical examples

Free spins

Scatter

Wild

In-game example

Hybrid languages

When a “new” language is created combining terminology or other

elements from different languages

ENGLISH “TAGLISH”

online sportsbook odds online na odds sa sportsbook

Loyalty Program Levels Antas ng mga Programa sa Loyalty

sports betting taya sa sports ng

free-plays free-play

Sports Live Lines Linya ng mga Live na Sports

Internet gambling pagsusugal Internet

Character limitationsThe process of translation changes the length of the text, e.g.

English to romance languages (e.g. French/Spanish) = +20%

English to Chinese = -25%

“Screen Real Estate”

Resolving the challenge of character

limitations

Translation management systems (TMS)

Terminology management (glossaries)

Translation management

Translation memory

Gaming style guides

Example: translation consistency

Example: translation consistency

Solution: terminology glossaries

Client-specific rules

= River

= River

LSPs should collect specific rules for all their clients

Reference material should be requested to avoid contextual errors and

improve consistency with clients’ preferred style

Integration

Effective integration:

Work with any system

Automatic file and cost preparation

LSPs can integrate translation into the client’s systems

Processes can become automated which reduces clients’ manual involvement

Authoring

Approval

Publishing

Localisation

Translation

memories

Translation

Proofreading & QA

Review

Post-review

finalisation

Master

contentGlossaries

Request translation

Collect completed translation

Internet

Client LSP

Example: sportsbook content

Summary

How LSPs can make themselves gaming specific

Increasing demand for localization/translation

Different levels of localization

Localization does not always mean translation

What LSPs need in order to work with online gaming companies

Thank you / any questions?

www.JackpotTranslation.com