China is not only the world’s largest country in terms of population but is also one of the potential countries for game localization. This country has a gaming market with a revenue of up to $45 billion in the last year. This number is very tempting for game developers and publishers who look for potential target regions to introduce their games. Game localization in China can only leave an impact when done seamlessly and as per the local market norms.
While carrying out localization in China, it is important to understand that professional game localization services are required to confront the market and their expectations. The Chinese language is totally different from English and other languages. There could be hurdles and challenges while making translations from other languages to Chinese. There are other important factors too that are required to be considered while carrying out the localization process and tailoring your game to the Chinese population.
If you come from the West interested in game localization in China, you need to understand and process the challenges that you have to face while seeking English to Chinese translation services as both languages are poles apart. The cultural significance is also divergent. Chinese people consider it rude to point directly at someone, so you would need to make sure that your game does not have any graphics or animations that involve pointing or any other factors offending Chinese people. It is also imperative to take care of the humor element, as what is funny in one culture may not be funny in another. Moreover, you need to be careful while acquiring English-to-Chinese translation services as the translators have to face great difficulties while working on it, and only experienced translators can nail this better.
Here are a few factors that you as a game developer should take into account before localizing your game for the Chinese region.
Huge Gaming Market and Size
China has become a giant economy and contributes the maximum GDP to the world’s economy. It is a potential market for gaming too as it is the largest gaming market in the world offering immense opportunities for game developers. The market size and growth opportunities that it offers are immense. Therefore, you need to seek professional game localization services to ensure the quality is top-notch. It is not easy to survive in the Chinese market with an average game and poor localization tricks. The localization services need to be par excellence considering the trending norms of the market. The increase in income, technological advancements, and growing popularity of mobile games have already fueled the growth of the Chinese game industry setting an exceptional bar for everyone around. These numbers imply the significance that the Chinese market holds for game developers.
Therefore, it is important to consider and cater accordingly before you tap into the Chinese market.
Hiring a Local Translation Agency
Once you understand the market size and growth opportunities it offers, it is imperative to work on the strategies that can help you achieve your goals in the Chinese market. Your next step should be hiring a professional and experienced local translation agency. You need to ensure that the translation vendor you have hired has a competent team of translators. They should have native Chinese speakers who are also proficient in the English language so that they can carry out the English to Chinese translation services professionally paving a smooth way for seamless localization. It is rather advised to hire translation people from the localization team that you have hired or considered working with. Getting translation and localization services from the same translation vendor is beneficial and produces more consistent results.
Considering Cultural Nuances
Professional game localization services are more than a mere and robotic conversion of text from one language to another. It requires the game developers and localization experts to be well aware of the cultural facts of China. Every country has its own values and tradition. Practices that are important in one culture could be varying in the other. Red color, for instance, is taken as a color of danger in most cultures whereas in China it reflects love, joy, and happiness. Therefore, a sound understanding of the cultural nuances is important. Also setting the player’s preferences accordingly helps greatly. Chinese gamers adore games where they get to witness and involve with rich storytelling, traditional aesthetics, and cultural significance. Therefore, game developers coming from foreign markets should integrate the cultural factors from Chinese history, mythology, and folklore to resonate with local audiences.
Moreover, addressing the sensitivities related to culture and avoiding controversial factors is also a must to avoid backlash.
Collaborating with Local Game Developers
As an outlander in the Chinese country and foreign business who wants to tap the gaming market, it is advised to consider collaborating with local partners and game developers. It can help you in multiple ways. Collaborating with the local companies enables you to have someone onboard who can overview the translation and localization process and can scan for major mistakes and glitches. They can also help you provide invaluable insights about the market, can share tips and tricks to make your game a popular one, and also help to carry out a smooth localization process.
Conclusion
China offers one of the world’s largest gaming industries. So, it provides tough competition to all the game developers who are coming from foreign markets. Therefore, it is important to ensure that you as a game developer if intend to tap the Chinese gaming market consider certain factors before indulging in the gaming localization in China. You should check out the market size to come up with better strategies. Other factors include hiring a local translation agency, collaborating with local game developers, and considering cultural nuances for positive outcomes.
