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Localization Industry and the work of the Translator

Trabalho sobre a tradução de jogos eletrônicos.

Alexandre Peres

on 6 September 2013

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Transcript of Localization Industry and the work of the Translator

As stated by LISA (Localization Industry Standards Association), “Localization … involves
more than just making the product readily available
in the form and language of the target market. It must speak to the target audience, based upon its

cultural norms and worldview
. Thus, localization
is the process of customizing technology

for customers in a target market, so that they feel
the technology was homemade
and designed by their colleagues, especially for them.”
History and Evolution of LOC
Why Localize?
LOC in videogames
Games are an upcoming product in the field of localization. There are more games than ever and the need to localize is high.

Besides, issues such as creativity, reduced time, licensing, computer language and amount of text are a few factor pertaining this subject.
Challenges in the translation of video games. Available in: http://www.raco.cat/index.php/Tradumatica/articleview/75761/96191;
History of videogames. Available in: http://en.wikipedia.org/wiki/History_of_video_games;
What's in a 'Game'? Available in: http://www.localisation.ie/resources/lfresearch/Vol6_1Bernal.pdf
Video Game Translation in the Czech Republic: from fan era to professionalism. Available in: http://is.muni.cz/th/134766/ff_m/Video_Game_Translation_in_the_Czech_Republic.pd
GALA - Brief History of Localization. Available in: http://www.gala-global.org/brief-history-localization
GALA - Why Localize?. Available in:http://www.gala-global.org/why-localize
Translation directory - Localization - the art and science. Available in: http://www.translationdirectory.com/articles/article1835.php
History and Evolution of LOC
There are estimated to be more than
5,000 language service providers worldwide
. Many are still ‘mom and pop’ shops with only a few employees specializing in one language pair (say, Arabic-to-English-to-Arabic); these are called
SLVs (single-language vendors)
. There are also multi-national players in the industry who use a variety of technologies and processes to provide services for any type of content and for any language. These
multi-language vendors (or MLVs)
include major companies with offices around the world, such as Lionbridge and SDL, and companies based in one location, such as ENLASO and McElroy Translation. There is also an evolving group of companies, sometimes called Regional MLVs, who provide services and a geographical reach covering a single region (e.g. Eastern Europe), such as Skrivanek and Argos Translations.
History and Evolution of LOC
As the industry grew, LSPs
embraced technology to improve services
. The localization industry is
by nature international
with professionals working in different locales—an original "offshoring" business. So naturally LSPs were early adopters of computers and dial-up modems.
Translation Memory
(TM) and
workflow management technologies
were also created and added early on and have evolved into standard toolsthe localization industry.
Extraction of the necessary character strings, labels, and documents for localization;
Translation: applying the techniques of proper localization for each target language/region;
Re-building of the application, including creation of special fonts;
Operational verification and validation.
What is localized?
Usually the localization of games requires quite a few materials to be located, this reinforces the idea of a localization team, and not just one person doing all the work. Some of the materials are:

Oficinal website;
Dialog for dubbing;
IU or HUDs;
The translation process done in localization is done with proper softwares such as Catscradle and Passolo. This softwares extract the text from the game. It is also used for other softwares and websites.

Although Passolo does extract the text, gaming localization ideally would require a different program so that image, audio and text could be shown simultaneously. There are many factor holding back the creation of such tool (licensing, system requirements, safety issues).
Localization Industry and the work of the Translator
The Box
Localization in the gaming industry
These are a few issues in game localization:

Localization manager;
Testing fase.
Textual fragmentation;
Reproduction of speech quality;
The Process
Specifying the scope of the localization project, either in total or phased. Including confirmation of the requirements specified, and working scope (e.g. which labeling, which documents such as operation manual and/or service manuals, which display screens or portions of displays, which control keys, any paper printout data, etc.);
Extract texts with the proper tools;
Analyze the different nuances behind the target culture as well as the style factors such as color, font, etc;
Actual translation;
Verification and quality control.

Alexandre Peres
Carolina Aleixo

The industry that is now dubbed localization
got its start in the late 1970s
. At that time translators who had often been working independently or in academia began to form companies that could offer
more professional language services
. These developing language service providers (LSPs) quickly expanded to offer much more than just translation. They became experts in project management, receiving original content from the publisher, translating it through professionally trained translators with subject matter expertise. They also
managed the entire process
, working with translators, editors, and proofreaders.They soon expanded to offering design and publishing services for the translated content as well.
It would take 83 languages to reach 80 percent of all the people in the world, and over 7,000 languages to
reach everyone
56.2 percent of consumers say that the ability to obtain information in their own language is
more important than price
65 percent of multinational enterprises believe
localization is either important or very important
for achieving higher company revenues.
71 percent of North American executives expect revenues from foreign operations,
sales and/or imports to increase
95 percent of Chinese online consumers
indicate greater comfort level
with websites in their language; only one percent of US-based online retailers offer sites specific to China.
The Process:
Localization Team
Project manager;
Development / software engineer;
Graphic/font designer;
Target country regulatory affairs expert;
Validation /QC engineering.
The Importance of Research
Full transcript