How Does Game Localization Impact the Global Video Game Industry?
Video game industry continues to grow exponentially worldwide with the introduction of more gaming
platforms, continuous development of new games that attract millions of players around the world with
revenues over $396 billion in 2023. With over 3 billion video game players worldwide, video game
translation and localization services have become even more essential today. Video game industry
heavily relies on the success of these services to reach more players in different regions and cultures
across the world to offer them more access to video games in their native languages.
What is Game Localization?
Video game localization is a complex process which involves adaptation of a number of elements such as
in-game content, interfaces, menu items, audio-visual elements, and any other related materials in a
video game to the target audience and culture in a coherent manner and often includes additional
services like dubbing or subtitling of game characters, translation of user interface, in-game
instructions, and any other useful tips to guide players throughout the game, translation and adaptation
of the overall storyline. Paying particular attention to cultural nuances is essential when adapting the
necessary content into the target language and culture.
What Makes Game Localization Special?
Localization is among the top methods used to reach the larger masses. Game localization is no
exception. Major game developers and publishers use localization as ammunition in their arsenal to be
able to offer their games to players in different regions. Most players around the world prefer to play
games in their own language to have a better gaming experience and relate to characters at a deeper,
more personal level. Video game industry has its own unique and diverse community consisting of
billions of video game players throughout the world. Therefore, personalization of the game dynamics
based on individual player preferences and cultural orientation becomes crucial and this can be
achieved through various means, including localization and using artificial intelligence (AI) to customize
the game content based on user preferences and cultural characteristics.
What is the Role of Machine Translation in Game Localization?
With the introduction of large language models (LLMs) and artificial intelligence (AI) systems, machine
translation has recently gained more popularity. The volume of MT and MTPE projects continues to
grow in the translation and localization industry. Although this type of service is not mature enough for
game localization projects, it still offers a number of benefits in terms of time and cost savings. It can
speed up the translation process, especially in case of large-scale and time-sensitive projects, as a
preliminary step towards the localization process and fine-tuning.
What Does a Language Service Provider (LSP) Offer for Game Localization?
Despite a large number of LLMs and AI platforms as well as linguists, including freelance translators,
content editors, proofreaders, etc., a language service provider (LSP) offers additional services for added
value in the context of video game localization. It provides comprehensive, detail-oriented services with
critical quality assurance measures and additional steps to ensure a complete customer satisfaction and
the best player experience. Such services include, for example, review of the overall project for technical
details such as budget, project scope, deadlines and risk management, selection of a professional
project team consisting of project-specific team members, including linguists, translators, editors,
cultural experts, SMEs, etc., cultural and audio-visual adaptations, quality control and testing,
adaptation of marketing and promotional strategies for the target market, and follow-up. Moreover, an
LSP also ensures confidentiality and protection of personal data as a data controller by offering in-house
technology and services while using open-source AI platforms such as ChatGPT and DeepL may violate
certain data protection and data privacy laws. Overall, it ensures that the entire game localization
process, including the in-game content and all relevant project deliverables comply with legal
requirements and applicable laws in the target market. To sum up, working with a language service
provider (LSP) can significantly contribute to creating a large player base in the target market for game
developers and publishers, improving player experience and engagement for the game, ultimately
making the game even more engaging and fun for the local players. This added value translates into the
growing revenues of the clients in the game industry as the games become more relatable to and
accessible for even more players worldwide.
