THE NEW INDUSTRY OF INTANGIBLE PRODUCTION
In 2017 the size of the gaming market reached 109 billion dollars, which is 2.5 times more than the revenue of the film industry. There are about 2 billion gamers across the world today, and their number is ever-growing. Games as an industry are becoming more attractive for investment: the appearance and official recognition of e-sports is one such example. In Russia, for example, the Internet Initiatives Development Fund (IIDF) plans to invest 500 million rubles in start-ups in the gaming and e-sports sector, and it is launching a joint accelerator with the M19, one of the fastest growing cybersports organizations in the CIS. Large advertising budgets have been dedicated to this industry, and even those in the gambling industry are now starting to pay attention.
Of all gaming platforms, the fastest growing segment is the iOS and Android mobile platforms. The localization of games and of software products in general for mobile devices is characterized by its own set of technological parameters. All other things being equal, translation providers are best able to translate mobile games, since they have the competence to localize applications for mobile platforms and have a staff of application developers for such platforms.
Game localization includes the testing and cultural adaptation of video sequences and the adaptation and translation of speech and texts. There are some cases that game developers could never foresee, where visual images may require replacement or substantial refinement in light of the mentality of the target audience and legal requirements. In general, localization quality is the second factor that ensures the success of a video game, right after gameplay. Although the visual component forms the basis of the game, character voice-overs, inscriptions, and texts require more than just "simple" translation.
Given the abundance of video games on the market, the user's first impressions and their responses to the game on social media networks often decide the fate of the title, which may not be given a "second chance," even if it is a high-budget AAA game. It's a shame to lose hundreds of millions of dollars because of an earlier decision to "save" a few percent of the total cost of the project when choosing the translation service provider.
A COMPREHENSIVE APPROACH TO LOCALIZATION
One feature of game localization is the deeper integration of translation service providers into the localization processes of the product, especially when compared to the localization of other types of content. In addition to translating the game itself and its promotional materials, the supplier inevitably becomes involved in the process of adapting the game for the local market. This includes adapting the user interface to another language as well as complying with the dubbing and testing requirements for the localized version. Therefore, in the case of video game localization, it's best to hire translation service providers that have their own recording studio, a diverse portfolio of voice actors for dubbing, and experience in the multilingual localization and testing of software products.
When translating games, certain not so obvious but necessary tasks acquire special significance, such as the compilation of a glossary of terms, geographical names (including even fictitious ones), and proper names used within game. This translation service provider should not only correctly adapt these exotic names to the target language so as not to lose the spirit of the game, but it must also be technically able to work with these terms by extracting the ideal terminology, storing them in a database for future releases of the game, and checking the accuracy of all of the translated terms. This is why it's important pay attention to the supplier's experience with terminology, especially if the supplier has developed their own tools for extracting these terms, when choosing a supplier.
There is strong competition within the video game market. In order to promote a new game, it's not enough to simply have a couple web pages dedicated to it. What's needed is more advertising on social networks and at international industry exhibitions. Finally, high-budget "big" advertising should be placed in popular print and online publications. If the audiovisual portion of advertising content can be created by the game developers themselves, then only professional translation companies are qualified to translate or re-write those advertising materials. These are the professionals who will help translate the game web page, create a multilingual technical support site, and even an online store for selling branded merchandise. Logrus Global specializes in the translation and development of websites and promotional materials. It not only has its own translators, but also a team of experienced web programmers.
E-LEARNING AND GAMES
Cybersports have come into their own, and they are rapidly developing before our very eyes. A professional game is one that is more complex in all respects: from player reaction requirements to more complicated gameplay rules and more sophisticated artificial intelligence. To become a "pro," one needs to learn from the masters and train extensively. The creation of e-learning materials and e-Learning courses designed for both amateurs and professionals is a promising niche in the gaming market. Logrus Global offers the full range of services for the development and localization of e-learning courses: from the selection of an e-learning platform to the development of customized training courses.