In an increasingly interconnected world, the success of a global game hinges not just on its gameplay but on its ability to connect with players on a deeply personal level. This is where the crucial art and science of localization come into play. At Gameforge, Sarah Müller heads the Localization department, ensuring that their games transcend linguistic barriers and resonate authentically with diverse audiences. In this insightful interview, Sarah shares her strategies for navigating cultural nuances, embracing technological advancements, and championing inclusivity through localization.
Her Linguistic Landscape: Sarah Müller on Localization and Cultural Resonance at Gameforge
True localization extends far beyond mere word-for-word translation; it demands a nuanced understanding of cultural contexts. Sarah explained their approach to ensuring Gameforge’s games connect with players from various linguistic and cultural backgrounds:
“We try to keep them as ‘natural’ as possible and not include too many references to real culture. On other levels, we might slightly change some translations—e.g., if there is some ‘wine’ to keep your citizens happy, we change that to ‘grape juice’ in those regions where alcohol is not very common or even forbidden.”
This sensitivity extends to more subtle cultural considerations.
“For some games, we had to adjust the length of the skirts or the angle your camera can set to (to look under the skirts).” However, Sarah also highlighted a unique challenge within the fantasy genre. “But as we focus more on the fantasy genre, it is harder to find the right terms for fantasy in the target languages.” This underscores the creative problem-solving inherent in effective localization.
The globalization of the gaming market has significantly amplified the role of localization. Sarah discussed this evolution and the innovative approaches they are implementing:
“We speak more languages than in the beginning. There is a lot more to learn about different cultures, but with globalization, not only in games, it becomes easier to get the needed information on what to look out for.” Embracing technological advancements is also key. “We are playing around with KI a little – not for full translations but to get some help and inspiration.” This cautious yet forward-thinking approach allows them to explore new efficiencies while maintaining the crucial human touch.
Managing localization projects for complex games presents a unique set of hurdles. Sarah identified two primary challenges:
“It’s mostly the time and the format you get the data in. Many games are developed in just one language, never even thinking about localization, which leads to a lot of effort afterward. And that time is then taken from the time we would have to actually translate a game.” Consistency across multiple translators is another significant factor. “With more words comes the need to have several translators working on a project, which brings its own challenges to keeping the translations consistent and all parts at the same level of quality.” To overcome these obstacles, they employ specific strategies. “We do use tools to help the translators to communicate and see what others translate. We also do spot checks from time to time to ensure the quality is at a level we would like to have.”
Crucially, Sarah highlighted the vital role of localization in ensuring that women’s perspectives and experiences are authentically reflected in Gameforge’s published games.
“Localization is more than just translation—it involves understanding and adapting to gender norms and societal expectations across different regions. By doing so, it ensures that female characters are portrayed in ways that resonate with local audiences while avoiding stereotypes or biases.” This requires careful consideration of linguistic nuances. “Since many languages have gendered structures, localization teams must make thoughtful choices to represent women equitably. This includes using gender-inclusive pronouns where applicable, avoiding default masculine language, and ensuring that female characters maintain agency within the narrative.”
Furthermore, localization plays a crucial role in fostering a more inclusive global gaming community.
“Moreover, making games accessible in multiple languages allows more women worldwide to engage with gaming communities, share their perspectives, and shape the industry. By bridging linguistic barriers and fostering inclusivity, localization plays a crucial role in creating diverse and representative game narratives.”
Sarah Müller’s insights illuminate the critical and often underestimated role of localization in the global success and cultural resonance of video games. Her commitment to nuanced adaptation, technological exploration, and championing inclusivity underscores the vital contribution of localization to creating truly global and representative gaming experiences.
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