WELCOME to the inaugural Game Localization Summit GDC CoAdvisors of the Game Localization Summit and chairs of the IGDA Localization SIG Miguel Á BernalMerino Roehampton University SIG ViceChair ID: 341125
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Slide1
Localization SummitSlide2
WELCOME
to the inauguralGame 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 ChairSlide3
Our Great Thanks to…
Jennifer Steele and Think ServicesENLASOIGDA Localizaton SIG Steering CommitteeAll our speakers and panelistsAnd YOU…for attending this Summit!Slide4
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)Slide5
The Game Industry’s Future is
GlobalPricewaterhouseCooper’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.Slide6
On a company-to-company basis, estimates for loc-generated 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.
Loc Revenue is
SignificantSlide7
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)Slide8
What is Localization…for Developers?
Additional SKUs of the game need to be planned for
Sim
ship impacts schedule and approval process
Designing with international audience in mindSlide9
What is Localization…for Developers?
A reliable localization pipeline
Localization friendly code
Localization part of core development
Linguistic and Functional testingSlide10
What is Localization…for Developers?
Working with localization vendors
Providing all necessary context and documents to vendor
Plan for vendor needs in development schedule
Open lines of communicationSlide11
What is Localization…for Loc Vendors?
Service levelRange of language and contents
Provide staff and service continuity
Standardized approach/flexible processes
Local content production and quality control
Pipeline with developer/publisherSlide12
What is Localization…for Loc Vendors?
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 multiplierSlide13
What is Localization…for Loc Vendors?
User experience
Identify and focus on local user needs
Meet local media quality standards
(books, TV, movies, cartoons)Slide14
What is Localization…for Translators?
Textual consistency
Textual types
Small well-coordinated teams
Tailored tools
TM, terminology db
Internal / standard
WYSIWIG game loc. tools?
Data access
MM experience requires MM information
Staff
Relevant education and trainingSlide15
What is Localization…for Translators?
Time constraints (Synchrony)
Dubbing
Voice over
Subtitles
Letters and characters
Different alphabets and characters sets
Variation of ± 30 % of space required
Space constrains
UI, in-game text, manual, boxing
Linguistic variables
Gender, number, and form of addressSlide16
What is Localization…for Translators?
Time
Crammed testing schedules
Cumbersome reporting tools
Tailored tools
Easy-to-use, (semi-)automated tools
Streamlined bug tracking system
Allow for basic string-editing tool?
Staff
High temporary staff turnover
Big teams = Consistency suffers
Relevant education and training
Data accessSlide17
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.Slide18
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 localPolitical 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.)Slide19
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.Slide20
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. Slide21
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.Localization is about being LOCALSlide22
Thank you!
Q&A Time