also aiming at overseas markets, are taking the initiative to go abroad and gain territories.
From the first video games being introduced to China in the early 80s, to domestic games going out, our gaming industry has seen its fair share of storms. Nowadays, more and more game manufacturers, also aiming at overseas markets, are taking the initiative to go abroad and gain territories.
Game localisation is a very important part of the game going abroad. When we receive a game localisation translation project, we first try out the game or familiarise ourselves with its worldview, characters and other game background. Only then do we move on to the translation of the text. When translating the text, the localisation needs to be done across the language and culture. It is important to understand that translation is from one language to another and that localisation needs to take into account the needs of the specific target market. In more detail, this means taking into account the cultural habits, religious beliefs, legal policies, etc. of the target market.
For example, the European and American versions of King's Quest include heroes such as Batman, Superman and Wonder Woman because European and American players are not familiar with our historical characters; if your game's target market is in a Muslim country, the words "kill the pig" must not appear; and Yin Yang Shi, which was forced to stop service in Vietnam because of problems with the map. These are all issues that we can note.
In addition to the above issues, there is another most important issue, the project communication during the whole game translation process and the localisation awareness of the project staff. Game localisation is actually a systematic work, and the whole work involves people who may be involved in CP, R&D, distribution, operation and marketing project teams. Of course, there is also the localisation project team. If any of the links in between are not properly aligned, problems may arise.
In one case, a Chinese version of a game, distributed by an agency, required 30,000 Chinese strings to be translated and proofread within 2 weeks. After completing the text translation, LQA was started, and this encountered a problem with the string update mechanism, as the translation was done in batches and there was no 100% complete language pack. The R&D counterpart performed a file replacement without being sure if the file given by the release counterpart contained all the strings, resulting in some of the new strings being lost in translation. This shows that there was a great lack of localisation awareness in R&D during LQA. So, with effective communication, meticulous testing and positive cooperation in place behind the scenes, the problem was solved perfectly and two months later, it was successfully launched overseas.
Another example is a strategy game that involved nine languages and the localisation work lasted for about twelve months. The release was outsourced to languages with native language support, so the quality of the trial translation was good, but due to a lack of experience, the official project saw a lot of over-framing and swallowing of overlapping words, which was a problem with the quality of the translation. There is also a lack of awareness of the importance of localisation in all aspects from R&D to distribution, leading to wrong processes and blind speed, which eventually hurt the project and shut it down.
However, if localisation capabilities are improved, then the Japanese market, once difficult to overcome, can be played by Chinese manufacturers. Tencent's Dragon Fantasy not only entered the Top 5 in several countries including France, Germany and Russia on the day of its launch, but also received over 1 million reservations before its launch in Japan.
WetransTech believes that game going abroad is not simply overseas distribution, and game localisation translation is not simply text translation. It requires a professional team, reliable cooperation, effective communication, and a clear sense of localization and the goal: to provide the best gaming experience to local market users.