Gambling with localization?

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Brian Thomas
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Part of the translate plus group www.jackpottranslation.

1 Part of the translate plus group Gambling with localization? Effective targeting of international consumers in the online gaming sector Presenter: Matthew Aydon Business Consultant Jackpot Translation

2 Agenda Jackpot Translation and what it means to be gaming specific Overview of localization/translation in the gaming industry How to handle localization/translation requirements Translation management Q + A session

3 Jackpot Translation

4 Why we started Jackpot Translation Gaming is not like other industries Different treatment is required

5 Branding Gaming-specific branding Impression of expertise in the field

6 Industry events Major events include ICE, EiG, igaming Super Show Participation shows dedication to the industry Opportunities to make new industry contacts

7 Jackpot Translation structure Gaming expertise must come from inside the organization Expertise needs to be present across all levels of the organization

8 Gaming specific linguists Native speakers, 5 years experience Gaming/sports betting expertise Previous experience working on the specific game genre, e.g slots, poker, sports

9 Changes in the gaming industry Land-based to online Desktop to mobile Flash to HTML5

10 Demand for localization/translation Different types of content: user interfaces (UI) game rules social media websites legal Product development Fast turnaround times

Localization translation Localization = adapting the target language to a specific audience Translation = accurately rendering the source text in a

11 Localization translation Localization = adapting the target language to a specific audience Translation = accurately rendering the source text in a different language Content is not always translated e.g. Spins, Jackpots Transcreation = when more creative freedom is needed to suit the target audience

12 The different levels of localization No localization Documentation localization Partial localization Full localization

13 Choosing the appropriate level of localization The role of the LSP: should they advise or adapt? Matching levels of localization with budgets Collaboration between clients and the LSP

14 To translate or not to translate? Non-translatables Hybrid languages Character limitations

15 Non-translatables Non-translatables = terminology which is so familiar to the target audience in the source language that it is not translated

16 Free spins Typical examples Wild Scatter

17 In-game example

18 Hybrid languages When a new language is created combining terminology or other elements from different languages ENGLISH online sportsbook odds Loyalty Program Levels sports betting free-plays Sports Live Lines Internet gambling TAGLISH online na odds sa sportsbook Antas ng mga Programa sa Loyalty taya sa sports ng free-play Linya ng mga Live na Sports pagsusugal Internet

19 Character limitations The process of translation changes the length of the text, e.g. English to romance languages (e.g. French/Spanish) = +20% English to Chinese = -25% Screen Real Estate

20 Resolving the challenge of character limitations

21 Translation management Translation management systems (TMS) Terminology management (glossaries) Translation memory Gaming style guides

22 Example: translation consistency

23 Example: translation consistency

24 Solution: terminology glossaries

25 Client-specific rules = River = River LSPs should collect specific rules for all their clients Reference material should be requested to avoid contextual errors and improve consistency with clients preferred style

26 Integration LSPs can integrate translation into the client s systems Processes can become automated which reduces clients manual involvement Effective integration: Work with any system Automatic file and cost preparation

27 Client LSP Internet Authoring Translation Localisation Approval Request translation Collect completed translation Proofreading & QA Review Publishing Post-review finalisation Master content Translation memories Glossaries

28 Example: sportsbook content

29 Summary How LSPs can make themselves gaming specific Increasing demand for localization/translation Different levels of localization Localization does not always mean translation What LSPs need in order to work with online gaming companies

30 Thank you / any questions?

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