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Business Talks - July 8th, 2010 Localization pitfalls - What publishers  should consider when entering new markets
Béatrice Compagnon <ul><li>born in Montréal, Canada  </li></ul><ul><li>master’s degree in comparative literature  </li></u...
Julian Migura <ul><li>born in Hanover, Germany </li></ul><ul><li>currently graduating in business administration </li></ul...
Agenda <ul><li>Market Overview – Latin America and Brazil </li></ul><ul><li>Why should publishers internationalize their p...
Overview: Online Games in Latin America The Latin American market is especially driven by Mexico and Brazil, with a combin...
Overview: Online Games in Latin America The access to broadband internet is largely expanding in Latin America, with a nea...
Overview: Online Games in Asia/Pacific Key markets used to be especially Korea and Japan, but China already reached the si...
Why should publishers internationalize their products? <ul><li>publishers can reach a much bigger audience </li></ul><ul><...
Why include localization in the game development process? <ul><li>cost saving </li></ul><ul><li>time effective </li></ul><...
Terminology <ul><li>translation: source and target language </li></ul><ul><li>localization : translation and cultural adap...
Games localization <ul><li>language-sensitive markets </li></ul><ul><ul><li>prioritizing localization </li></ul></ul><ul><...
Technical issues <ul><li>separate text from code </li></ul><ul><li>ID text strings by categories </li></ul><ul><li>text bo...
Avoid:
Technical issues <ul><li>separate text from code </li></ul><ul><li>ID text strings by categories </li></ul><ul><li>text bo...
Consistency <ul><li>server-based CAT tools </li></ul><ul><li>terminology </li></ul><ul><ul><li>glossaries </li></ul></ul><...
Do’s and don’ts of games localization <ul><li>games cannot be translated overnight </li></ul><ul><li>native speaker doesn’...
Most important steps in internationalization <ul><li>analyze the target group </li></ul><ul><li>project target group to th...
Internationalizing to Brazil – Step by step guide Step #1: Localization Get your game localized to Brazilian Portuguese by...
Internationalizing to Brazil – Step by step guide Step #2: Age ratings Option A: Register with  Department of Justice, Rat...
Internationalizing to Brazil – Step by step guide Step #3: Lotteries Option A: Get lottery license after registration with...
Internationalizing to Brazil – Step by step guide <ul><li>Step #4: Payments </li></ul><ul><li>Use local payment methods, s...
Internationalizing to Brazil – Step by step guide Step #5: Google Orkut Even though facebook is on the rise, Google Orkut ...
Internationalizing to Brazil – Step by step guide Step #6: Marketing Using local contacts is important for marketing. Braz...
Do’s and don’ts of games internationalization <ul><li>always consider local payment and monetization habits </li></ul><ul>...
Thank you for your attention! Have a great time at the GCO and enjoy the party tonight! Please feel free to download this ...
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Jayanda® at GAMES CONVENTION Business Talks: Localization pitfalls - what publishers should consider when entering new markets

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Nowadays, internationalization is a key factor for success in the gaming field. And even though localizing your games in new languages can turn out to be quite a lucrative move, there are some points you should always consider when entering a new market. In other words, not taking the relevant issues into consideration can turn internationalization into a very costly and hardly profit-making affair. An introduction to the most common pitfalls.

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Transcript of "Jayanda® at GAMES CONVENTION Business Talks: Localization pitfalls - what publishers should consider when entering new markets"

  1. 1. Business Talks - July 8th, 2010 Localization pitfalls - What publishers should consider when entering new markets
  2. 2. Béatrice Compagnon <ul><li>born in Montréal, Canada </li></ul><ul><li>master’s degree in comparative literature </li></ul><ul><li>published author </li></ul><ul><li>started translating games in 2003 </li></ul><ul><li>specialized in MMOs </li></ul><ul><li>currently residing in Vienna, Austria </li></ul>
  3. 3. Julian Migura <ul><li>born in Hanover, Germany </li></ul><ul><li>currently graduating in business administration </li></ul><ul><li>gained experience in the UK’s marketing sector prior to his gaming career </li></ul><ul><li>started working in the gaming field in 2006 </li></ul><ul><li>founded madmoo.com in 2008 and Jayanda in 2010 </li></ul><ul><li>currently residing in Goettingen, Germany </li></ul>
  4. 4. Agenda <ul><li>Market Overview – Latin America and Brazil </li></ul><ul><li>Why should publishers internationalize their products? </li></ul><ul><li>Why include localization in the game development process? </li></ul><ul><li>Facts about games localization </li></ul><ul><li>Do’s and don’ts of games localization </li></ul><ul><li>Most important steps in internationalization </li></ul><ul><li>Internationalizing to Brazil – a step by step guide </li></ul><ul><li>Do’s and don’ts of internationalization </li></ul>
  5. 5. Overview: Online Games in Latin America The Latin American market is especially driven by Mexico and Brazil, with a combined 75% share of the overall Latin American market value. Source: PricewaterhouseCoopers 2010. in US$ millions +19.7% p.a.
  6. 6. Overview: Online Games in Latin America The access to broadband internet is largely expanding in Latin America, with a nearly doubling number within the past two years. Source: PricewaterhouseCoopers 2010. connected households in %
  7. 7. Overview: Online Games in Asia/Pacific Key markets used to be especially Korea and Japan, but China already reached the size of both markets in 2007 and will account for nearly 80% of the turnover made in 2014. Source: PricewaterhouseCoopers 2010. in US$ millions +27.3% p.a.
  8. 8. Why should publishers internationalize their products? <ul><li>publishers can reach a much bigger audience </li></ul><ul><li>players might want to compete with foreign friends </li></ul><ul><li>prizes can be awarded globally in order to safe costs </li></ul><ul><li>regional downturns can easily be absorbed by growing markets </li></ul><ul><li>development costs can be spread across all continents </li></ul><ul><li>localized versions are vital to succeed in language-sensitive markets </li></ul>
  9. 9. Why include localization in the game development process? <ul><li>cost saving </li></ul><ul><li>time effective </li></ul><ul><li>avoiding technical pitfalls </li></ul><ul><li>quality assurance </li></ul><ul><li>Involving your localization partner from the beginning </li></ul>
  10. 10. Terminology <ul><li>translation: source and target language </li></ul><ul><li>localization : translation and cultural adaptation </li></ul><ul><li>internationalization: making a software application able to handle various languages </li></ul><ul><li>globalization: localization and internationalization </li></ul>
  11. 11. Games localization <ul><li>language-sensitive markets </li></ul><ul><ul><li>prioritizing localization </li></ul></ul><ul><ul><li>impact on sales numbers </li></ul></ul><ul><li>cultural adaptation </li></ul><ul><ul><li>offending content </li></ul></ul><ul><ul><li>religious content </li></ul></ul><ul><ul><li>political correctness </li></ul></ul>
  12. 12. Technical issues <ul><li>separate text from code </li></ul><ul><li>ID text strings by categories </li></ul><ul><li>text boxes ingame </li></ul><ul><li>XML, XLIFF and/or XLS </li></ul><ul><li>place restrictions </li></ul>
  13. 13. Avoid:
  14. 14. Technical issues <ul><li>separate text from code </li></ul><ul><li>ID text strings by categories </li></ul><ul><li>text boxes ingame </li></ul><ul><li>XML, XLIFF and/or XLS </li></ul><ul><li>place restrictions </li></ul>
  15. 15. Consistency <ul><li>server-based CAT tools </li></ul><ul><li>terminology </li></ul><ul><ul><li>glossaries </li></ul></ul><ul><ul><li>TM </li></ul></ul><ul><li>handling updates </li></ul>
  16. 16. Do’s and don’ts of games localization <ul><li>games cannot be translated overnight </li></ul><ul><li>native speaker doesn’t mean game translator </li></ul><ul><li>proofreading and QA aren’t optional </li></ul><ul><li>don’t expect quality for peanuts </li></ul><ul><li>look for the right localization partner </li></ul><ul><li>cooperate with a localization partner from the early stages of the game development process </li></ul>
  17. 17. Most important steps in internationalization <ul><li>analyze the target group </li></ul><ul><li>project target group to the “new” market and check for cultural differences </li></ul><ul><li>research direct competitors and their available products </li></ul><ul><li>check how games monetize and what payment options are mostly used </li></ul><ul><li>check for local laws and regulations that might get you sued later on </li></ul><ul><li>if necessary, apply for gambling / gaming licenses or register with authorities </li></ul><ul><li>check your t&cs and adapt them in order to meet local needs </li></ul>
  18. 18. Internationalizing to Brazil – Step by step guide Step #1: Localization Get your game localized to Brazilian Portuguese by experienced game translators Not by these guys:
  19. 19. Internationalizing to Brazil – Step by step guide Step #2: Age ratings Option A: Register with Department of Justice, Rating, Titles and Qualification (DJCTQ) in order to receive the mandatory rating for your game Option B: Use a .com domain
  20. 20. Internationalizing to Brazil – Step by step guide Step #3: Lotteries Option A: Get lottery license after registration with Brazilian Ministry of Justice. Option B: Exclude Brazilian users or make international tournaments only
  21. 21. Internationalizing to Brazil – Step by step guide <ul><li>Step #4: Payments </li></ul><ul><li>Use local payment methods, such as PagSeguro (UOL) or Boacompra </li></ul><ul><li>Upper class has good access to credit cards, but their trust in the online sector is low </li></ul>
  22. 22. Internationalizing to Brazil – Step by step guide Step #5: Google Orkut Even though facebook is on the rise, Google Orkut is still the no. 1 social network in Brazil, so linking your game with Orkut or Google features will maximize social media success
  23. 23. Internationalizing to Brazil – Step by step guide Step #6: Marketing Using local contacts is important for marketing. Brazilians are very passionate about games and will be happy to promote your game on blogs or personal websites for free or for a little incentive.
  24. 24. Do’s and don’ts of games internationalization <ul><li>always consider local payment and monetization habits </li></ul><ul><li>don’t ignore the laws and regulations of different countries </li></ul><ul><li>respect and include cultural differences </li></ul><ul><li>don’t underestimate the importance of local marketing contacts </li></ul><ul><li>screen for local media and publishing partners </li></ul><ul><li>marketing strategies should be adapted to local desires and needs don’t use the same campaign in every country! </li></ul><ul><li>use local people for community management </li></ul><ul><li>don’t rush into too many markets at once, rather start with a few chosen regions and build up on that </li></ul>
  25. 25. Thank you for your attention! Have a great time at the GCO and enjoy the party tonight! Please feel free to download this presentation from http://slideshare.com/jayanda
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