adaQuest Demystifies Taking a Video Game Global with Localization Services

adaQuest, a global leader in localization services, project portfolio management, and PMO development, published the article excerpted below as the first in a series explaining the nuances of bringing a product to market in the global economy. adaQuest's emphasis on helping to evolve how localization is understood demonstrates its commitment to delivering cutting edge localization services in a wide range of fields.

Localizing a Video Game
The digital games business is booming. Estimates suggest global sales will exceed $70 billion by 2015, with both the console and online gaming markets growing strong. But as with all products, taking advantage of this lucrative market requires the capacity to localize the product for different markets. Translation, cultural interpretation, and software UI localization can be costly without the right approach, knowledge, and expectations. Without effective localization services that apply specific knowledge about how to localize games and capitalize on the particularities of global markets, a game's entry into these markets will be far less likely to generate a profit.

Localizing a product for a specific culture, locale, language, country, or community is essential to successfully launching the product. Software localization is relatively established because of the global value of computing technology. However, localizing digital games can differ significantly from localizing software. The game industry carries with it a series of unique challenges. Game localization is relatively new, so for many the most effective processes remain poorly understood.

adaQuest suggests that localization services for a digital game must include a few specific considerations. Because the user interface includes text, images, characters, and immersive detail, close attention to detail is necessary to revise the interface and avoid causing offense in targeted markets while maintaining creative effect. This step is quite time consuming. Making an appealing game that is also suitable for international release requires an expert touch. The same issues arise with a game's narrative and thematic content, which includes cultural references present in dialogue, imagery, and the soundtrack. Finally, poorly localizing a product often has legal ramifications that impact the bottom line. Failing to adequately address any of these concerns will quickly increase the costs of doing business worldwide.

About adaQuest
adaQuest, Inc. was founded by experienced program management professionals who recognized the need for a more efficient project management model. adaQuest specializes in a unified approach to Localization Services, Project Portfolio Management (including Enterprise Project Management), and PMO Solutions. adaQuest is a Microsoft® Certified Partner in Enterprise Project Management Solutions and an authorized Reseller of all Microsoft products. Headquartered in Bellevue, Washington, adaQuest has been assisting clients in meeting project and corporate objectives since 2001.