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Localizing for the  Spanish Speaking Community DIANA DÍAZ MONTÓN – Wordlab VÍCTOR ALONSO LION – Pink Noise
VIDEO PRESENTING DIVERSE SPANISH NEWS GREETINGS Multiple accents & Styles
Topics <ul><li>The Spanish Language </li></ul><ul><li>The Player </li></ul><ul><li>Methodology & Solutions </li></ul><ul><...
<ul><li>Demographics </li></ul><ul><li>Market Share in Europe </li></ul><ul><li>Same language... with nuances </li></ul><u...
THE SPANISH LANGUAGE demographics Spanish in the World Spanish in the US
<ul><li>329 million native speakers in 44 countries </li></ul><ul><li>Official status in 22 countries </li></ul><ul><li>Sp...
<ul><li>ENTERTAINMENT SOFTWARE SALES IN EUROPE </li></ul><ul><li>UK   France   Germany  Spain </li></ul><ul><li>3,066   1,...
<ul><li>ñ </li></ul>THE SPANISH LANGUAGE same language...
<ul><li>Grammar </li></ul><ul><li>Jargon </li></ul><ul><li>Vocabulary & Accents </li></ul>THE SPANISH LANGUAGE ... with nu...
<ul><li>Form of address  </li></ul><ul><li>TÚ - USTED - VOSEO </li></ul>THE SPANISH LANGUAGE ... with nuances
VIDEO Presenting a diversity of Spanish accents…  Same sentence with local changes and accents
THE SPANISH LANGUAGE taboo!
<ul><li>Perception of Accents </li></ul><ul><li>Clichés & Connotations </li></ul><ul><li>Emotional Reactions  </li></ul>TH...
<ul><li>Communication   </li></ul><ul><li>I  understand  you </li></ul><ul><li>vs. </li></ul><ul><li>Immersion </li></ul><...
<ul><li>Player profile </li></ul><ul><li>Purchase motivation </li></ul><ul><li>Amateur scene </li></ul>The Player
<ul><li>Not 100% comfortable with English </li></ul><ul><li>Reads specialist press in Spanish </li></ul>THE PLAYER profile
THE PLAYER profile
<ul><li>Not 100% comfortable with English </li></ul><ul><li>Reads specialist press in Spanish </li></ul><ul><li>Spanish on...
<ul><li>Localized or not </li></ul><ul><li>Subtitles vs. Dubbing </li></ul><ul><li>Press review & ratings </li></ul><ul><l...
<ul><li>Organized petitions </li></ul><ul><li>Amateur translation </li></ul><ul><li>Amending existing translations </li></...
<ul><li>Analysis: genre & characters </li></ul><ul><li>Identify your target </li></ul><ul><li>Team building </li></ul><ul>...
METHODOLOGY & SOLUTIONS analysis
<ul><li>race </li></ul><ul><li>country of origin </li></ul><ul><li>age </li></ul><ul><li>dialect </li></ul><ul><li>voice <...
<ul><li>Country or region </li></ul><ul><li>Priorities </li></ul><ul><li>Casual vs. Hardcore </li></ul>METHODOLOGY & SOLUT...
<ul><li>Emotional localization </li></ul><ul><li>Emotionally bound to games: passion, friendship, being part of the game.....
<ul><li>Guidelines: involve all parties </li></ul><ul><li>Open communication </li></ul><ul><li>Team selection </li></ul><u...
<ul><li>ENGLISH <> CASTILLIAN SPANISH <> US/MEXICAN SPANISH </li></ul><ul><li>Intra-language adaptation </li></ul><ul><li>...
<ul><li>Lowest common denominator of all varieties of Spanish </li></ul><ul><li>Absence of idioms and regional mannerisms ...
<ul><li>Neutral Spanish in games… </li></ul><ul><li>Not adapted to player’s market </li></ul><ul><li>Character’s specifici...
<ul><li>There is no single solution </li></ul><ul><li>Cause & Effect: </li></ul><ul><li>Your present decisions may affect ...
<ul><li>VICTOR ALONSO LION </li></ul><ul><li>[email_address] </li></ul><ul><li>DIANA DÍAZ MONTÓN </li></ul><ul><li>[email_...
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GDC San Francisco - Localizing for the Spanish Speaking Community

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Presentation at GDC 2010 San Francisco, CA USA

March 2010

Localizing Games for the Spanish Speaking Community

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GDC San Francisco - Localizing for the Spanish Speaking Community

  1. 1. Localizing for the Spanish Speaking Community DIANA DÍAZ MONTÓN – Wordlab VÍCTOR ALONSO LION – Pink Noise
  2. 2. VIDEO PRESENTING DIVERSE SPANISH NEWS GREETINGS Multiple accents & Styles
  3. 3. Topics <ul><li>The Spanish Language </li></ul><ul><li>The Player </li></ul><ul><li>Methodology & Solutions </li></ul><ul><li>Conclusions </li></ul>
  4. 4. <ul><li>Demographics </li></ul><ul><li>Market Share in Europe </li></ul><ul><li>Same language... with nuances </li></ul><ul><li>Taboo! </li></ul><ul><li>No laughing matter </li></ul>The Spanish Language
  5. 5. THE SPANISH LANGUAGE demographics Spanish in the World Spanish in the US
  6. 6. <ul><li>329 million native speakers in 44 countries </li></ul><ul><li>Official status in 22 countries </li></ul><ul><li>Spanish is the world’s... </li></ul><ul><li>2nd language in terms of native speakers </li></ul><ul><li>4th most spoken language (UNESCO) </li></ul><ul><li>4th most geographically spoken language </li></ul>THE SPANISH LANGUAGE demographics
  7. 7. <ul><li>ENTERTAINMENT SOFTWARE SALES IN EUROPE </li></ul><ul><li>UK France Germany Spain </li></ul><ul><li>3,066 1,647 1,494 744 </li></ul><ul><li>total value of sales in millions of € </li></ul><ul><li>games for PC & consoles </li></ul><ul><li>Source: Adese 2008 (Spanish Distributors & Editors Association) </li></ul>THE SPANISH LANGUAGE market share in Europe
  8. 8. <ul><li>ñ </li></ul>THE SPANISH LANGUAGE same language...
  9. 9. <ul><li>Grammar </li></ul><ul><li>Jargon </li></ul><ul><li>Vocabulary & Accents </li></ul>THE SPANISH LANGUAGE ... with nuances
  10. 10. <ul><li>Form of address </li></ul><ul><li>TÚ - USTED - VOSEO </li></ul>THE SPANISH LANGUAGE ... with nuances
  11. 11. VIDEO Presenting a diversity of Spanish accents… Same sentence with local changes and accents
  12. 12. THE SPANISH LANGUAGE taboo!
  13. 13. <ul><li>Perception of Accents </li></ul><ul><li>Clichés & Connotations </li></ul><ul><li>Emotional Reactions </li></ul>THE SPANISH LANGUAGE no laughing matter
  14. 14. <ul><li>Communication </li></ul><ul><li>I understand you </li></ul><ul><li>vs. </li></ul><ul><li>Immersion </li></ul><ul><li>I identify myself with you </li></ul>THE SPANISH LANGUAGE conclusion
  15. 15. <ul><li>Player profile </li></ul><ul><li>Purchase motivation </li></ul><ul><li>Amateur scene </li></ul>The Player
  16. 16. <ul><li>Not 100% comfortable with English </li></ul><ul><li>Reads specialist press in Spanish </li></ul>THE PLAYER profile
  17. 17. THE PLAYER profile
  18. 18. <ul><li>Not 100% comfortable with English </li></ul><ul><li>Reads specialist press in Spanish </li></ul><ul><li>Spanish only communities </li></ul><ul><li>Demands the game localized into their Spanish </li></ul><ul><li>And… casual gamers </li></ul>THE PLAYER profile
  19. 19. <ul><li>Localized or not </li></ul><ul><li>Subtitles vs. Dubbing </li></ul><ul><li>Press review & ratings </li></ul><ul><li>Source: Meristation.com forums </li></ul>THE PLAYER purchase motivation
  20. 20. <ul><li>Organized petitions </li></ul><ul><li>Amateur translation </li></ul><ul><li>Amending existing translations </li></ul>THE PLAYER the amateur scene
  21. 21. <ul><li>Analysis: genre & characters </li></ul><ul><li>Identify your target </li></ul><ul><li>Team building </li></ul><ul><li>Specifics of game localization </li></ul><ul><li>Locale to locale adaptation </li></ul><ul><li>Neutral Spanish </li></ul>Methodology & Solutions
  22. 22. METHODOLOGY & SOLUTIONS analysis
  23. 23. <ul><li>race </li></ul><ul><li>country of origin </li></ul><ul><li>age </li></ul><ul><li>dialect </li></ul><ul><li>voice </li></ul><ul><li>signature phrase </li></ul><ul><li>personality traits </li></ul>METHODOLOGY & SOLUTIONS analysis
  24. 24. <ul><li>Country or region </li></ul><ul><li>Priorities </li></ul><ul><li>Casual vs. Hardcore </li></ul>METHODOLOGY & SOLUTIONS target
  25. 25. <ul><li>Emotional localization </li></ul><ul><li>Emotionally bound to games: passion, friendship, being part of the game... </li></ul><ul><li>Game users are fans & experts </li></ul><ul><li>Interactive entertainment </li></ul><ul><li>Making the thing just understandable is not enough </li></ul><ul><li>Bad localization can spoil the experience </li></ul><ul><li>  </li></ul>METHODOLOGY & SOLUTIONS game localization specifics
  26. 26. <ul><li>Guidelines: involve all parties </li></ul><ul><li>Open communication </li></ul><ul><li>Team selection </li></ul><ul><li>Styles, nationalities, accents… </li></ul>METHODOLOGY & SOLUTIONS preparation
  27. 27. <ul><li>ENGLISH <> CASTILLIAN SPANISH <> US/MEXICAN SPANISH </li></ul><ul><li>Intra-language adaptation </li></ul><ul><li>More target markets </li></ul><ul><li>Player awareness </li></ul><ul><li>Local emphasis </li></ul>METHODOLOGY & SOLUTIONS locale to locale
  28. 28. <ul><li>Lowest common denominator of all varieties of Spanish </li></ul><ul><li>Absence of idioms and regional mannerisms </li></ul><ul><li>Perceived as unreal and distancing </li></ul>METHODOLOGY & SOLUTIONS neutral Spanish
  29. 29. <ul><li>Neutral Spanish in games… </li></ul><ul><li>Not adapted to player’s market </li></ul><ul><li>Character’s specificity diluted </li></ul><ul><li>Negative for press reviews </li></ul><ul><li>Risk of bad quality perception </li></ul>METHODOLOGY & SOLUTIONS neutral Spanish
  30. 30. <ul><li>There is no single solution </li></ul><ul><li>Cause & Effect: </li></ul><ul><li>Your present decisions may affect your future sales </li></ul><ul><li>Community appreciation </li></ul>Conclusions
  31. 31. <ul><li>VICTOR ALONSO LION </li></ul><ul><li>[email_address] </li></ul><ul><li>DIANA DÍAZ MONTÓN </li></ul><ul><li>[email_address] lab translations.com </li></ul>Got questions?

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