The video game industry is a multi-billion dollar industry. Because of growing mobile technology games are now more accessible to the global market than ever before. The demand for AAA titles ensures that there is lots of funding available to meet the global demand. However, though global demand is increasing, the games with the most users are usually the ones that are available in multilingual settings.
For instance, FIFA, Call of Duty, Pub G, Assassin’s Creed, and many other countless titles are translated via professional translation services. The use of professional services ensures accuracy, localization, and important legal compliance to foreign cultures in question. More than often we have seen major games banned in countries or regions because they have hurt people’s sentiments, religion, or culture. However, this is rarely done on purpose by the developers.
Ensure Cultural Relevance
A professional game translation company includes seasoned professionals who have most likely already translated for your target audience before. Using the services of a qualified professional will ensure that whatever it is that should be censored for that area’s release is censored. When dialogues and menus are translated via professional translation services, the context is always the same. Moreover, so is the delivery, as slang can also differ in different areas. Language plays a huge role in the entire gaming experience. This cultural relevance enhances player immersion and enjoyment, as players can relate to the game on a more personal level.
Market Expansion
The beauty of gaming is that almost anyone can play. The barrier to entry in most games is the bare minimum. However, this also means that a major part of your target audience would not understand the language that the game is in. Since physical copies aren’t even required anymore this further opens companies up to target new markets. However, the only effective way to build a fan is to use professional translation services. It opens up opportunities to reach millions of potential players who prefer gaming in their native language. The same goes for marketing products that come with it. Pokemon is a prime example of how translation can help games reach their full market potential.
Localization of Games
If you aren’t familiar with the concept: localization involves manipulating the content to suit the target audience’s preferences. This includes phrases, slang, and even in-game items at times. It really depends on how much attention to detail the game developers want to give to the entire process. A good game translation company will work closely with the team to make this happen. The best current example is Pub G and Call of Duty, ever since their mobile launch success. Both games are introducing new languages to their servers every day, Moreover, their marketing efforts are also a prime example of localization. There is no doubt they are regularly employing professional translation services to make this happen so rapidly and on this scale.
Continuous Support
It is common practice for game developers and translation companies to join hands for long-term partnerships. Most online games regularly update their games for many years, some games like Minecraft or Dota will be around for decades more. The translation is required regularly. A good translation company will foster long-term relationships with game developers to ensure that the project stays true to its original tone. GTA 5 is a prime example of how updates are always pouring in on a regular basis to keep the community engaged.
Better Community Engagement
No matter how good a game is, without a vibrant community behind it. It will never be able to generate income or be remembered. This has been the fate of many great games, poor community management has resulted in failures. The same is true for bad games making handover first, only because of a vibrant community. Professional translation helps you reach audiences in ways that connect with them. The only reason Counter-Strike or Dota has stood the test of time is because of their vibrant communities. However, this was by no accident, teams have used the help of translation services to connect with their community worldwide. Helping them establish communities that are showing no signs of stopping anytime soon.
Increase in Profits
Economics is a numbers game of demand vs supply. To create demand, game developers can utilize the services of a professional translation company. By reaching bigger audiences, they have a better chance of increasing their profits. If you don’t target the audiences in the right language and tone, you can properly monetize your game. More players means more potential customers for in-game purchases, microtransactions, and other monetization strategies. Esports is a great initiative and translation helps them reach more audiences for that purpose. Recently we have seen many Esports tournaments in Arab nations. Usually involving games like Tekken(Japanese originally), FIFA(English), and others as such.
Conclusion
As you can see the role of a game translation company is vital in helping game developers reach bigger audiences and establish themselves as top-tier companies. The ball is in their court, they can target billions by using translation services.
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