[gamenext] five mantras for l10 (latisglboal)
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Five Mantras for
L10N
Gordon Brown
Quality Manager
Latis Global
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Gordon Brown
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1. Not Everyone Likes the Same Thing
2. Don’t Bake It In
3. Hire a Painter to Paint, Hire a Writer to Write
4. We’re Working With You
5. Enjoy Regional Specialties
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Not Everyone Likes
the Same Thing
Tastes vary wildly across the world.
Sometimes in unexpected ways.
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Not Everyone Likes the Same Thing
• Seems obvious, but this
can affect popularity in
surprising ways
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Not Everyone Likes the Same Thing
• Why did Aion not meet expectations in NA/EU?
• Steep leveling curve heavy grind
• Infrequent positive reinforcement/reward
• High death penalties
• Only open PvP servers, unavoidable
• Many bots & gold sellers
• To a North American gamer, Aion looked like 2009, but played like 1999.
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Not Everyone Likes the Same Thing
• Why did Guild Wars not meet expectations in JP?
• Entered late, US/EU users numbers already falling
• No transfers for existing Japanese players
• PvP not popular in Japan
• New players dumped in with highly experienced ones
• International zones blocked kana
• Japanese gamers did not feel welcomed to the game.
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Not Everyone Likes the Same Thing
• If monetization determines design, you’re already limiting yourself.
• Monetization: No single solution
• Aggressive
• Play-limiting mechanics (Energy, Hearts, etc.)
• Frequent pay-walls (“nickel & diming me to death”)
• Passive
• Tricking players into paying by obscuring real cost
• Encouraging players to pay
• Make users feel good about spending money, and many will. Make users feel obligated to spend money, and most won’t.
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Not Everyone Likes the Same Thing
• If you are in early development:
• Think about implementing mechanics that have proven
popular in markets you want to target
• If you are in late development:
• Think about what mechanics already in your game appeal
to your target market and emphasize/build on them
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Don’t Bake It In
Be careful of making choices that you cannot change.
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Don’t Bake
It In
• Mobile UIs are
small & compact
• Vertical text is
very difficult
• Most issues
caught in LBT,
so don’t skip
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Don’t Bake It In
Language Length
• 설정
• Settings
• Parametres
• Einstellungen
• Configuracion
(Korean)
(English)
(French)
(German)
(Spanish)
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Don’t Bake It In
• Word wrap
• Required in all Western
languages
• Totally optional in the
big 3 Asian languages
• Often forgotten by
Korean, Japanese, and
Chinese developers
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Don’t Bake It In
• Variables outside of text strings
× 초후에시작합니다.
? Starting in X seconds.
× 개판매하시겠습니까?
? Sell X… (what item?)
× 에게
? To: X
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Don’t Bake It In
• Variables outside of text strings
[num_sec]초후에시작합니다.
Starting in [num_sec] seconds.
[qty]개판매하시겠습니까?
Do you want to sell [qty]?
[name]에게
To: [name]
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Don’t Bake It In
• Identical variables dependent on order in the string
× Deals {x} damage to {x} enemies.
Deals {dmg} damage to {targets} enemies.
• Choose distinct variables/placeholders
× {132b02}
{PC_name}, <fire_damage>, %item_0012%, etc.
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Don’t Bake It In
• Text in art is expensive to redo for each language
• Try to minimize
• Consider creating custom fonts instead
• What can be left as is?
• Keep your layered work files!
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Hire a Painter to Paint,
Hire a Writer to Write
Trust the resources you’ve hired.
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Hire a Painter to Paint,
Hire a Writer to Write
• Localization = transfer of ideas, not words
• Direct, literal translations are the worst
• Uninteresting
• Idioms & humor usually don’t translate well
• Experienced translators can capture nuance and
convey meaning much more effectively
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Hire a Painter to Paint,
Hire a Writer to Write
You can be beautiful in the
future…
But you aren’t now!
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We’re Working With You
Talk to your localizers. Often!
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We’re Working With You
• Treat us like another team in your studio
• Comment as much as possible and share
• Context is crucial
• Regular communication
• Kick-off
• Query board
• Meetings (face-to-face, Skype)
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Enjoy Regional Specialties
Tailor your events.
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Enjoy Regional Specialties
• Social games excel at this!
• Very common in persistent games
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Enjoy Regional Specialties
• Some cultural content may
require more explanation in
certain regions
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Enjoy Regional
Specialties
• Do you have an
established IP?
• Consider customizing a
version for a large market.
• Where’s My Water taken to
China, used popular
character 喜羊羊 with
great results.
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1. Not Everyone Likes the Same Thing
2. Don’t Bake It In
3. Hire a Painter to Paint, Hire a Writer to Write
4. We’re Working With You
5. Enjoy Regional Specialties
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Thank You
Any questions?