Software Localization

Software Localization

The Four Steps To World Domination A Programmer's Guide to Foreign Languages "T" Time: Text and Translation Visuals Talkin' The Talk Wrapping It Up

Another often-neglected localization item is the supporting materials such as packaging and manuals. Packaging can be especially difficult to oversee from abroad. In some cases, standardized sizes are preferred or even necessary to get any shelf space. In others, the whole packaging design may be unsuitable for the market. Attention to detail is the key here, too. Emblazoning the packaging with reminders of the fact that this game comes from the creators of Big, Bad, and Ugly won't help sales if Big, Bad, and Ugly was never released in the target country, and review scores from U.S. magazines really don't mean much in Europe and Asia. People might think that Big, Bad, and Ugly was never reviewed in their country, or that you're afraid to publish the review scores. Given some of the ghastly localizations that people in other countries have had to put up with -- even of high-profile and hyped products -- the level of public skepticism is quite understandable, especially because they may be paying a lot more for your game than U.S. customers.

I'd like to offer a final word to the wise: just because a word or name makes no sense or has no connection to reality where you are doesn't mean it has the same status elsewhere. A good example is Secrets of Rama. You might think that a harmless name. However, Rama is brand of margarine in Germany. That would only be a minor slip-up (and wasn't, if I remember correctly), but I'm sure no one has forgotten a large Japanese company's ill-fated Internet campaign featuring Woody Woodpecker as "Woody -- The Internet Pecker." That's the kind of publicity we can all do without, and is an excellent illustration of why it's important to have local people involved in any localization project. If localizing a game seems to involve a lot of effort and details to keep in mind, well, it can at first. Once you have a few localized versions under your belt, the process becomes more familiar and can be smoothly incorporated into the development schedule. The costs may also seem high initially. Try thinking of it this way: for a small amount relative to the development costs, you are in effect producing a new product, for a new market, where it can then sell as well as or even better than the original. You've thereby halved the development costs for each product. And if that doesn't convince you, well, then I wonder: What's up? The ceiling, perhaps?