The process of adapting a game from its original language to one that is spoken by a different audience is known as game localization. With the global gaming industry now estimated to be worth over $180 billion, game localization is becoming increasingly important for developers and publishers who are looking to capture a larger market share.
However, game localization does not just involve translating the text, it also involves adapting it to be culturally appropriate for the target audience. This is known as cultural sensitivity and it is an important part of game localization.
Benefits of Cultural Sensitivity
Cultural sensitivity is important for game localization as it can have a huge impact on the player experience, the appeal of the game to global audiences, and the reputation of the game.
Improved Player Experience
Cultural sensitivity is important for game localization, as a video game translation agency can greatly improve the player experience by making the game more relatable to the target audience. This involves making sure the setting, characters, dialogue, and any cultural references are appropriate for the target audience. In addition, culturally sensitive localization will take into account the nuances of the target language and ensure that any jokes or puns are understandable to the target audience.
Increased Appeal to Global Audiences
Cultural sensitivity is important for game localization as it can increase the appeal of the game to global audiences. By adapting the game to be more culturally appropriate for the target audience, it will be more likely to attract players from that region. This is especially true for games that are set in a particular location or culture, as players from that region would appreciate the attention to detail and accuracy.
Enhanced Reputation
Cultural sensitivity is important for game localization as it can enhance the reputation of the game. Games that are seen as culturally insensitive or offensive can be widely criticized and lead to a decrease in sales. On the other hand, games that are seen as culturally sensitive and respectful of target cultures can be well received and lead to an increase in sales.
Challenges of Cultural Sensitivity
Cultural sensitivity can be a challenge for game localization as there can be many different cultural norms and obscure cultural references that need to be taken into account. In addition, there can be historical and political implications that need to be taken into consideration.
Different Cultural Norms
Cultural sensitivity can be a challenge for game localization as different cultures have different norms and expectations. These can range from something as simple as the way people dress, to more complex issues such as gender roles and religious beliefs. It is important to understand these cultural norms and ensure that they are respected in the game.
Obscure Cultural References
Cultural sensitivity can be a challenge for game localization as there can be many obscure cultural references that need to be taken into account. These can range from local slang and idioms, to references to iconic figures or events. It is important to understand these references and ensure that they are appropriate for the target audience.
Historical and Political Implications
Cultural sensitivity can be a challenge for game localization as there can be many historical and political implications that need to be taken into consideration. It is important to ensure that the game does not unintentionally offend or disrespect any particular group or cause.
Research Target Culture
It is important to do research on the target culture to gain an understanding of the cultural norms and expectations. This can involve researching the language, the culture, and the history of the region. It is also important to understand the cultural context of any cultural references in the game.
Utilize Native Speakers
It is important to utilize native speakers of the target language in order to ensure that the translation is accurate and culturally appropriate. Native speakers can also help to identify any obscure cultural references that need to be taken into account.
Avoid Stereotypes
It is important to avoid stereotypes when localizing the game for the target culture. This can include avoiding stereotypical characters or situations that could be seen as offensive or disrespectful.
Conclusion
Game localization is an important process for developers and publishers who are looking to capture a larger market share. However, it is not just about translating the text, it also involves adapting it to be culturally appropriate for the target audience. This is known as cultural sensitivity and it is an important part of game localization.
Cultural sensitivity can have a huge impact on the player experience, the appeal of the game to global audiences, and the reputation of the game.
However, there can be many different cultural norms and obscure cultural references that need to be taken into account, as well as historical and political implications. There are a number of best practices that can help to ensure that game localization is culturally sensitive, such as researching the target culture, utilizing native speakers, and avoiding stereotypes.
