However, translation also plays a key strategic role in the development and reception of your game in foreign-speaking markets.īy translating and localising the full experience of your game, you retain control over every aspect of this experience.
So far, we have focused on the importance of translation in terms of revenue and the gaming experience for the end user. #5: Retain control over the gaming experience – in every language By building a reputation for developing quality games and for successfully localising your titles to an equal standard for each language audience, you will reap the rewards from your efforts with every future release. The same goes for the reviewers and industry figures we discussed in the previous section. If you can wow international gamers in their native language, they will have an invested interest in your future releases, too.
The marketing campaigns should take care of the downloads, but it is the quality of the game itself that determines playing time and engagement with translation and localisation driving the experience for other language markets.Īll of this adds up to increased revenue for the game in question but you also want to keep a keen eye on the ongoing rewards for brand reputation and the anticipation of future titles. With translated titles and marketing campaigns in each target market, you are primed to maximise downloads, playing time and engagement. #4: Increase downloads, playing time & engagement If this is done well enough, it will lead to sparking viral campaigns by simply releasing a new teaser, clip or “spoiler” – and then you will watch the industry publishers in each target market do all the promotional work for you. They can quote your translated material, show localised promotional material, tease localised screenshots of gameplay, link to your localised app store listing for the relevant market and plenty more.Īll of this is driven by the translation of your game and its surrounding marketing material for each game. The above essentially drive more mentions, coverage, reviews and other content talking about your game in each target language as if the title was natively designed and developed for them. These include game news websites, reviewers, significant social media channels, gaming forums and individual users talking about your title on social media and elsewhere. The more hype you can build ahead of the release of new games, the more media coverage and online discussion you will end up driving from third-party sources. Making your titles as accessible as possible to wider audiences will boost the performance of each game you release and the profile of your brand in each target market you are successful in. The financial numbers of the global gaming market are impressive and, as important as revenue is, it is not the only factor to consider. #3: Make your titles accessible to a wider audience Nintendo sparks protests in Hong Kong over Pokémon localisation tweak.Fire Emblem fans fume at game’s localisation team.Football Manager 2017 trashed by negative reviews in China over lack of translation.This is relevant because gaming fans truly are fanatic and we have seen this in instances where gaming translation fell short of their expectations: Quite simply, the word fan is an Americanism dating back to the late 1800s, short for fanatic. Gaming translation should not be treated as a check box item or afterthought in the development process of your game.Īnd while we are on the topic of translation, as well as understanding the importance of localisation, a good way of seeing the importance is through thinking of the very origin of the word fan, as in gaming fan(s).
TRAINSLATION GAME PLUS
We have addressed this before in various articles we have shared either on the translate plus blog or via the Jackpot Translation one: the complex yet important relationship gamers have with translation and localisation.
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