从游戏本地化视角看新兴的中国游戏机市场

从游本地化角看新的中国游机市

作者:赵梦雪,美国LAI(Language Automation, Inc.)大中华区执行长

Rory Schussler, 特别通讯员

译者:赵梦雪

 

一月初,中国政府解除了长达13年的游戏主机生产和销售禁令,给中国游戏市场未来注入一支新的兴奋剂。然而, 面对这个机会,要想知道大型游戏主机厂商是否能成功把握,还时机尚早。(任天堂表示至今未有进入中国市场的计划,索尼雄心勃勃,计划在2014年3月出售500万台PS4 。)政策的修改细节还未颁布。内容限制会对游戏设计造成问题。盗版和水货市场也令人担忧。摆在我们面前的最大的挑战,是如果适应独特的中国市场。


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Perspectives on Game Localization for the Emerging Chinese Console Game Market

Perspectives on Game Localization for the Emerging Chinese Console Game Market

By Michelle Zhao, LAI’s Managing Director for Greater China and Rory Schussler, Special Correspondent

Earlier this January, China lifted a 13 year ban on the sale and manufacture of gaming consoles. This has generated great excitement about the future of the video game industry in China, but it is still too early to know how successful the big console players will be in taking advantage of this opportunity. (Nintendo has said they have no plans so far for entering the Chinese market; Sony is making ambitious plans to sell 5 million PS4s by March, 2014.)

We’re still waiting on more details from the government on how the change in regulation is going to work. Restrictions on content are an issue for game designers. Piracy and the grey market are major concerns. The biggest challenge is how to adapt to the differences of the Chinese market.


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LocaLAIse This! – Interview with Executive Director of the IGDA, Kate Edwards

LocaLAIse This! (pronounced “Localize This”) features an interview with Kate Edwards, Executive Director of the IGDA. Kate has worked extensively as a geopolitical strategist and localization expert at leading companies such as Google, Amazon, and Microsoft. She has worked on numerous AAA titles, including the Dragon Age series, Modern Warfare 3, Star Wars: The Old Republic, Mass Effect 3, and Halo 4.

 

In this episode, Kate discusses emerging markets, proper culturalization of games, and her work consulting on AAA titles. You can check it out at this link, or download it for free from the iTunes Store. 

 

The Dangers of Over-Localization

Most game developers and publishers understand the importance of reaching gamers abroad by localizing game content.  Fortunately, this increased attention on game localization has opened gaming up to a broader audience, so that people around the world can experience games as if playing the original.  For the most part, game localization has vastly improved since its origins in the games of old, i.e. “I am Error.”  (View this article to learn about the current development trend of producing incomprehensible in-game text.)

If you follow gaming articles and forums, you’ll hear gamers lament about areas they perceive to be missed opportunities for localization in their favorite games, pinning down specific phrases that could have been translated differently or character names that do not directly match the original meaning.  While gamers continue to shine a spotlight on localized game content, developers and publishers work to achieve the level of quality gamers expect from localization.  Oddly enough, this spotlight has also led to a unique phenomenon in localization – the practice of over-localization.
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Episode 3 – LAIzer & Gaijin Goombah in China!

What kind of difficulties will LAIzer and Gaijin Goombah face in China? Beware – the Fumon are reeking havoc!

 

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LAIzer & Gaijin Goombah – The Game Localization Webshow

Gaijin Goombah and Language Automation, Inc. have come together to bring you a show that will shed light on various localization issues. The Fumon Clan have exploded in number and are causing mayhem across game worlds. It’s up to the dynamic duo of LAIzer and Gaijin Goombah to eliminate the threat of widespread torrent of ignorance and misunderstanding that the Fumon have unleashed.

Check out our pilot episode, and be sure to check back as we make improvements and explore game localization across different regions of the world:

 

How Video Game Translation Differs From Other Types of Translation

At Language Automation, Inc. (LAI), we focus specifically on the translation and localization of video games and ensure all of our translators have experience within the video game industry.  Why is this important?

Well, have you ever tried to explain a video game to your parents, grandparents, significant other, anyone who isn’t a gamer?  Assuming both of you are fluent speakers of the same language, as soon as you launch into World of Warcraft jargon, you may as well be speaking an entirely different language.  

For example, in the comic above, this avid gamer is screaming about a graveyard, mobs, runs, Taurens, and tanks.  Now, unless your mom is leveling her own toon in WoW, you may as well be speaking Martian.  And, chances are, unless your translator’s accreditation program had a class focused specifically on the translation of key vocabulary in MMORPG’s (unlikely), your run-of-the-mill translator will have no idea how to translate words like “pull,” “mob,” “run,” “Tauren,” and “tank,” much less the host of other WoW-centric words including “rez” and “drop.”  By now, WoW has a rather extensive library of words used for the various language packs available to players, but many games don’t have that luxury.
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