Localization Summit
WELCOME
to the inaugural
Game Localization Summit @ GDC
Co-Advisors of the Game Localization Summit and chairs of the
IGDA Localization SIG:
» Miguel Á. Bernal-Merino (Roehampton University),
SIG Vice-Chair
» Tom Edwards (Englobe Inc.), SIG Chair
23 March, 2009
Our Great Thanks to…
» Jennifer Steele and Think Services
» ENLASO
» IGDA Localizaton SIG Steering Committee
» All our speakers and panelists
» And YOU…for attending this Summit!
23 March, 2009
Your Feedback Matters!
» What did you really like?
» What can be improved?
» What topics would you like to see in a future
Loc Summit?
» We Need Your Input!
» PLEASE fill out the feedback forms!
» Annual SIG Meeting: Another chance to
provide direct feedback (Thursday, 4-6:30pm)
23 March, 2009
The Game Industry’s Future is Global

PricewaterhouseCooper’s projections for 2007-2011
indicate a global gaming market worth $48.9B by 2011
(up from $37.5B in 2007).

U.S. sales will lag behind
the world during the next
5 years, averaging 6.7%
annual growth while Asia
and EMEA will average
10% or more.
For example: through 2012, India and China are
projected to be the fastest-growing game markets,
within Asia the fastest-growing region.

23 March, 2009
Loc Revenue is Significant
» On a company-to-company basis, estimates for locgenerated revenue vary from ~33% to 70% of total
revenue.
» For some companies, % of company revenue from
loc increased over 25% in just 1 year.
» Bottom line: Localization is absolutely vital to the
growth and expansion of the game industry.
» This Summit is about starting a dialogue with and
within the game industry around the role of
localization.
23 March, 2009
What is Localization?
Members of the IGDA Localization SIG Steering Committee:
»
»
»
»
»
Miguel Á. Bernal-Merino (Roehampton Univ.)
Heather Chandler (Media Sunshine Inc.)
Tom Edwards, SIG Chair (Englobe Inc.)
Richard Honeywood (Blizzard Ent.)
Fabio Minazzi (Binari Sonori Srl)
23 March, 2009
What is Localization…for Developers?
1.
Additional SKUs of the game need to be
planned for
 Sim ship impacts schedule and
approval process
 Designing with international audience
in mind
23 March, 2009
What is Localization…for Developers?
2.
A reliable localization pipeline
 Localization friendly code
 Localization part of core development
 Linguistic and Functional testing
23 March, 2009
What is Localization…for Developers?
3.
Working with localization vendors
 Providing all necessary context and
documents to vendor
 Plan for vendor needs in development
schedule
 Open lines of communication
23 March, 2009
What is Localization…for Loc Vendors?
1.
Service level

Range of language and contents

Provide staff and service continuity

Standardized approach/flexible processes

Local content production and quality control

Pipeline with developer/publisher
23 March, 2009
What is Localization…for Loc Vendors?
2.
Logistics of people, knowledge and
contents

Building and managing international project
teams (linguists, actors, studios)

Information gathering, deployment and flow
inside the project teams

International assets management

N languages multiplier
23 March, 2009
What is Localization…for Loc Vendors?
3.
User experience

Identify and focus on local user needs

Meet local media quality standards
(books, TV, movies, cartoons)
23 March, 2009
What is Localization…for Translators?
Textual consistency
o Textual types
o Small well-coordinated teams
 Tailored tools
o TM, terminology db
o Internal / standard
o WYSIWIG game loc. tools?
 Data access
o MM experience requires MM information
 Staff
o Relevant education and training

23 March, 2009
What is Localization…for Translators?
Time constraints (Synchrony)
o Dubbing
o Voice over
o Subtitles
 Letters and characters
o Different alphabets and characters sets
o Variation of ± 30 % of space required
 Space constrains
o UI, in-game text, manual, boxing
 Linguistic variables
o Gender, number, and form of address

23 March, 2009
What is Localization…for Translators?
Time
o Crammed testing schedules
o Cumbersome reporting tools
 Tailored tools
o Easy-to-use, (semi-)automated tools
o Streamlined bug tracking system
o Allow for basic string-editing tool?
 Staff
o High temporary staff turnover
o Big teams = Consistency suffers
o Relevant education and training
 Data access

23 March, 2009
What is Localization…for Global Publishers?
» Maintain Game Context: A primary goal in game design
should be to avoid disrupting the game’s context with
culturally inconsistent content.
» Geocultural Aspect: A deeper level of content scrutiny
ensures the game will remain in the target locale without
potential political and/or cultural backlash.
» Risk Assessment: Performing a geocultural review is a risk
assessment exercise, but also a great opportunity to
discern locale-specific enhancements.
23 March, 2009
What is Localization…for Global Publishers?
Review Boards do not review for geocultural issues!

The following aspects are typically not considered by the
ESRB, PEGI, CERO, and other game review boards:
 Socio-historical scenarios, either global or local
 Political depictions/similarities (symbology, nationalism,
political figures, etc.)
 Religious/Ethnic/Linguistic sensitivities (hate speech and
some ethnic issues only)
 Sensitivity by content types (flags, maps, etc.)
23 March, 2009
What is Localization…for Global Publishers?
Culturalization…a step beyond Localization



Culturalization is takes a deeper look into a game’s content
choices and their geocultural risk/opportunity in local
markets.
Culturalization helps gamers potentially engage the game’s
content at a deeper, more meaningful level.
True culturalization only works when fully integrated with
game development, starting with game design.
23 March, 2009
Localization is…




The organization, creation, and delivery of
international versions of the game.
A coordinated international effort aimed at
producing creative contents for a great local
users' experience.
Translating all linguistic assets of a game in
order to enable its full playability and fun value
for foreign locales.
Game content that accounts for the diverse
cultures of local end users to enhance game
play, not detract from it.
23 March, 2009
Localization is about being LOCAL
 Localization is more than mere translation.

A truly localized product should feel like it was made for the local
region by people from that region, and not feel like a foreign product.
 Localization doesn’t mean that everything needs to be
totally changed.

There are plenty of books and movies written in one language about
another cultures. A localized product should be able to compete with
such truly local products.
 The end product should feel natural to the target audience.

They should not have to know about the original culture in order to
enjoy it.
 Make it more accessible to the local market, not just
another translated product.

This can entail changes in the story, in the art assets, in the
animations, in the level of difficulty, in the controls…all to make it
more accessible to the local market than just a simply translated
product.
23 March, 2009
Thank you!
Q&A Time
23 March, 2009