Trends in Mobile & Social Applications

The global marketplace is booming for online games, social & mobile games and applications. We have been working with Danica Brinton of LocLabs –a heralded “rock star” in the social/mobile space– recently, and are delighted that she shared some of her insight with us.

Abstract from Social & Mobile Apps and Globalization

There is a level of instant gratification seen from the localization of social games unseen in comparison to software, handhelds, CPU’s, search and web services. This stems from the viral nature of the social-gaming sphere where users are inclined to share games that they enjoy and want to play with friends. Often overlooked, however is that 75% of Facebook users come from outside the US and most prominent social games have over 70% of their user base and 50% of their revenue coming from locales in which the game has been localized. As mobile smart phone adoption grows internationally, the percentages of international usage and revenue (after proper localization) will grow rapidly.

Another trend that presents interesting localization challenges is that of cross-platform apps and games; i.e.: switching Facebook, Android and iPhone platforms. Market tiers differ for these platforms, so do the research into what locales feature more prominently for each platform.

Lastly, it is often quoted that India and China are emerging in the mobile market. As of now, however, India does not necessitate language localization and Mainland China does not present a good positive ROI investment for app localization.


Submit a question for Danica for the upcoming webinar Taking your Mobile Apps Global on LocLabs’ Facebook page, Facebook.com/LocLabs


Register for Webinar: Games and Mobile i18n and L10n

 

 

 

 

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Survey on Software Localization

A call for participation has been announced for a survey from the University of West London that examines the interoperation of software development and localization processes and its influence on the quality and development effort. It is geared toward those that have participated in the creation of software for international markets, including websites. The survey is open until December 25, 2011.

The survey is available at: http://samsa.uwl.ac.uk/locdevsurvey/index.php?sid=75766&lang=en

Common Sense Advisory: “How to Craft a Multilingual Web Strategy”

Common Sense Advisory, Inc., an independent market research firm specializing in the language services industry, has released “How to Craft a Multilingual Web Strategy.” The report uses the US Hispanic market to showcase the best and worst online ethnic marketing strategies from 12 global companies, including GE, Samsung and McDonald’s.

For info, email info@commonsenseadvisory.com or visit http://www.commonsenseadvisory.com

Game Localization: the Basics

With a number of foreign markets emerging with buying power and tech-aptitude, product managers are focusing more on adapting their products to those foreign markets. This is especially the case with the emergence of smart phones and social networks that are capable of providing a platform for games. The combination of these emerging markets and emerging game platforms has led to an emphasis on localization for game developers.

Game localization is the process of preparing a game for a new locale. It goes beyond simple translation to consider linguistic issues, hardware issues and cultural differences that each target locale requires. Like all forms of localization, game localization has become a paramount task for developers to undertake when creating a new game with so much of the game market coming from non-English speaking countries. From context for translation, to understanding cultural differences, ensuring quality is paramount to a successful international release.

Language

“All your base are belong to us” – an infamous line from the 1991 video game Zero Wing that has become something of a cultural hit. Translating a video game’s dialogue is a tricky task. Translators need to work off of context, something that standalone video game text does not provide. With so many games now allowing users to make their own decisions, the context for each point of dialogue is different in each instant. Planning ahead and providing context to the translation team, instead of just a translation sheet, assures better quality, and better ease of translation.
Also take into consideration that different languages use a different amount of text to convey the same idea. Don’t overlook resizing of text boxes, and ensure that there is enough space available for the necessary text.

Culturalization

Like any product being prepared for a new locale, cultural aspects must be considered when localizing. Games are no different. Typically, gamers in Japan are drawn to younger game characters on a quest to find themselves while American gamers are drawn to older, more rugged ones. The perception of violence, blood and gore in video games will also affect public opinion on a localized game. Keeping track of where those aspects of the game are in your development process will save time when localizing. Do the necessary research to understand what your target market values in a game. Take care of this first, it will prove valuable in the long run.

Legal

Countries have different governing bodies that enforce ratings on games. Issues with violence, sex or foul language must be considered when preparing a game for a new locale. It is possible that a game can be banned if it does not meet the standards set in place by the governing body in a new territory.

Conclusion
Ensuring that all these steps are taken will grant a more successful international release. Taking note of where localization issues will arise, during the initial game development process, will save time and money when aiming for a simultaneous release in multiple markets.

Gamers take value in high-quality games. Taking the necessary steps to understand a foreign market is valuable to the success of a localized game. Developing games for multiple locales? Visit Lingoport.com for internationalization support.

Lingoport and Cisco Systems to Co-Present at Localization World Silicon Valley 2011 in Santa Clara

Kent Grave of Cisco Systems and Adam Asnes of Lingoport to Discuss Creating an Internationalization and Localization Plan

BOULDER, CO – October 7, 2011 – Lingoport, a leading provider of software internationalization tools and i18n consulting services, announced today that Kent Grave, Program Specialist I18N and L10N at Cisco Systems and Adam Asnes, President and CEO at Lingoport are speaking on creating an internationalization and localization plan at this fall’s Localization World Silicon Valley 2011 in Santa Clara, California. The presentation takes place on Tuesday, October 11th at 4:30pm at the Santa Clara Convention Center.

Cisco and Lingoport have recently joined forces on internationalizing and localizing Cisco’s TelePresence, an advanced video conferencing system that provides a 1080p video feed along with spatial audio, creating a virtual conference room. Kent Grave will focus on discussing localization related aspects and Adam Asnes will provide additional insights on how to create an internationalization project plan in this hour long presentation. Program details and speakers’ biographies are available at http://www.localizationworld.com/lwsv2011/programDescription.php#C4.

Localization World provides an excellent opportunity for companies interested in production or sales in international markets to learn from experts in software, social media, advertising, marketing and publishing, as well as specialists in localization, international web development and sales. The conference features keynote speaker Sarah Lacyauthor of Brilliant, Crazy, Cocky: How the Top 1% of Entrepreneurs Profit from Global Chaos and senior editor at TechCrunch.com, and program speakers include senior executives from large and mid-sized international enterprises and research companies.

Localization World is produced by MultiLingual Computing, Inc. and The Localization Institute. To register, please visit: http://www.localizationworld.com/lwsv2011/registration.php. Press passes are available with official press credentials by contacting Kevin Watson at 208-263-8178.

Lingoport also announces that it will host a panel discussion and networking event on the eve of Localization World in Santa Clara on Monday, October 10th starting at 2:30pm. For additional information, please visit: http://www.lingoport.com/training-events/leading-globalized-software-development-i18n-l10n/.

About Lingoport (www.lingoport.com)
Lingoport helps globally focused technology companies adapt their software for worldwide markets with expert internationalization and localization consulting and Globalyzer software.
Globalyzer, a market leading software internationalization tool, helps entire enterprises and development teams to effectively internationalize existing and newly developed source code and to prepare their applications for localization.

For more information, please visit http://www.lingoport.com or http://www.globalyzer.com or contact Lingoport at +1 303 444 8020 or info@lingoport.com.

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Website Localization: Factors to Consider

The Emergence of Brazil

With nearly one-third of the world population using the internet, more and more opportunities are arising for people to communicate and for companies to reach new markets. Adapting an e-commerce website to a new locale has become an essential way for online businesses to survive and thrive in new markets. In an insightful post from the GPI Translation Blog, we learn first hand some of the strategies that go into localizing a website for a new locale; specifically Brazil.

Brazil will be in the world spotlight in the coming years with the 2014 World Cup and the 2016 Summer Olympics in Rio de Janeiro. China gets the headlines as the next economic superpower, but Brazil lies-in-wait as another market ready to explode. With a current base of 50 million Internet users, Brazil presents an excellent business opportunity for companies. But what specifically must be done to sell to these new consumers? Selling strategies in the United States do not stick in Brazil; new approaches must be developed.

Brazilian Market

  • The Internet is predominantly used by upper and middle-classes, but government initiatives have worked to gain funding for Internet cafes to help lower income groups have Internet access.

Brazilian Consumers & Culture

  • Brazilian society places high importance on looking good and appearance.
  • Brazilians prefer goods made within their own country whenever possible.
  • Decision-making power for Brazilian women has increased.
  • Brazilians are often budget-conscious and look for the absolute best value they can find.
  • Latin cultures place great emphasis on family and community, Brazil included.
  • Brazilian culture values masculinity which can be depicted as achievement, success, adventure and fun.

Brazilian Portuguese vs. European Portuguese

  • When localizing a website for Brazil, consider many of the spelling and verb tense differences within the two main Portuguese dialects.

SEO & SEM in Brazil

  • As all marketing strategies go, Brazilian SEO campaigns need to be multidimensional.
  • Be advised that while focusing on Portuguese search terms is important, bilingual users also use English to search and navigate the Internet.
  • Keywords and key phrases need not just be translated. Cultural and linguistic issues affect what people search for.

For more information on this subject, please visit:  http://blog.globalizationpartners.com/brazilian-website-localization.aspx

Creating a Multilingual SEO Plan

Multilingual SEO Best Practices

Search Engine Optimization (SEO) is a valuable way to reach your market and increase relevant traffic to your website. Often times, however, companies that localize their site in multiple languages neglect to implement the same strategies they use in their original content SEO. When done effectively, multilingual SEO can be more valuable than traditional advertising methods and can put your company’s content right in front of a potential customer.

Managing Content Costs

Naturally, there are budgetary constraints on how much content can be localized with tender loving care. Granted, machine translation is easy, but that translated content may not pass along the same message if it isn’t translated professionally. So prioritizing which content would be most valuable to translate for a foreign market is essential to monitoring costs and ensuring quality.

Keyword Research

A basic principle in marketing is understanding how your potential customers think; how will they describe their needs in terms of your product. Through monitoring analytics and reviewing what keywords are most useful to draw views to a website, can you determine what phrases and words to focus on when optimizing SEO. The same idea applies to multilingual SEO. But simply translating a popular English search phrase or keyword into Spanish, for example, isn’t the most effective way to optimize in Spanish (have you ever tried to translate curse words and/or phrases? It’s not really the same is it?). Understanding how your translated content will be found by your target market is essential. Use your company’s resources in your target locale. Have the in-country marketing team review and approve translated keywords and phrases.

Enhance your Reputation

Providing great content to your customers is a great way to establish trust. When your international customers see that your and your company are making an effort to communicate clearly with them, that extra effort is appreciated, leading to an improved reputation and increased sales.

It all boils down to understanding your market. What are your customers needs? What can you provide to fill those needs? Helping your customers make informed decisions, in all languages, is paramount to maintaining a successful global brand.

View Lingoport’s latest webinar to learn about culturizing your brand.

For more information on this topic, please view Best Practices: Successfully Marketing Your Brand to a Global Audience