gdc san francisco - localizing for the spanish speaking community
DESCRIPTION
Presentation at GDC 2010 San Francisco, CA USAMarch 2010Localizing Games for the Spanish Speaking CommunityTRANSCRIPT
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Localizing for the Spanish Speaking Community
DIANA DÍAZ MONTÓN – WordlabVÍCTOR ALONSO LION – Pink Noise
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
VIDEO PRESENTING DIVERSE SPANISH NEWS GREETINGS
Multiple accents & Styles
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
Topics
• The Spanish Language
• The Player
• Methodology & Solutions
• Conclusions
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Demographics
• Market Share in Europe
• Same language... with nuances
• Taboo!
• No laughing matter
The Spanish Language
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
Spanish in the World
Spanish in the US
THE SPANISH LANGUAGE
demographics
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• 329 million native speakers in 44 countries• Official status in 22 countries
Spanish is the world’s...
• 2nd language in terms of native speakers• 4th most spoken language (UNESCO)
• 4th most geographically spoken language
THE SPANISH LANGUAGE
demographics
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
ENTERTAINMENT SOFTWARE SALES IN EUROPE
UK France Germany Spain
3,066 1,647 1,494 744
total value of sales in millions of €
games for PC & consoles
Source: Adese 2008 (Spanish Distributors & Editors Association)
THE SPANISH LANGUAGE
market share in Europe
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
ñ
THE SPANISH LANGUAGE
same language...
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Grammar
• Jargon
• Vocabulary & Accents
THE SPANISH LANGUAGE
... with nuances
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
Form of address
TÚ - USTED - VOSEO
THE SPANISH LANGUAGE
... with nuances
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
VIDEO Presenting a diversity of Spanish accents…
Same sentence with local changes and accents
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
THE SPANISH LANGUAGE
taboo!
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Perception of Accents
• Clichés & Connotations
• Emotional Reactions
THE SPANISH LANGUAGE
no laughing matter
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
Communication
I understand you
vs.
ImmersionI identify myself with you
THE SPANISH LANGUAGE
conclusion
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Player profile
• Purchase motivation
• Amateur scene
The Player
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Not 100% comfortable with English
• Reads specialist press in Spanish
THE PLAYER
profile
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
THE PLAYER
profile
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Not 100% comfortable with English
• Reads specialist press in Spanish
• Spanish only communities
• Demands the game localized into their Spanish
• And… casual gamers
THE PLAYER
profile
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Localized or not
• Subtitles vs. Dubbing
• Press review & ratings
Source: Meristation.com forums
THE PLAYER
purchase motivation
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Organized petitions
• Amateur translation
• Amending existing translations
THE PLAYER
the amateur scene
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Analysis: genre & characters• Identify your target• Team building• Specifics of game localization• Locale to locale adaptation• Neutral Spanish
Methodology & Solutions
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
METHODOLOGY & SOLUTIONS
analysis
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• race• country of origin• age• dialect• voice• signature phrase• personality traits
METHODOLOGY & SOLUTIONS
analysis
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Country or region
• Priorities
• Casual vs. Hardcore
METHODOLOGY & SOLUTIONS
target
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Emotional localizationEmotionally bound to games: passion, friendship, being part of the game...
• Game users are fans & experts
• Interactive entertainment
• Making the thing just understandable is not enough
• Bad localization can spoil the experience
METHODOLOGY & SOLUTIONS
game localization specifics
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Guidelines: involve all parties
• Open communication
• Team selectionStyles, nationalities, accents…
METHODOLOGY & SOLUTIONS
preparation
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
ENGLISH <> CASTILLIAN SPANISH <> US/MEXICAN SPANISH
• Intra-language adaptation• More target markets• Player awareness• Local emphasis
METHODOLOGY & SOLUTIONS
locale to locale
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• Lowest common denominator of all varieties of Spanish
• Absence of idioms and regional mannerisms
• Perceived as unreal and distancing
METHODOLOGY & SOLUTIONS
neutral Spanish
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
Neutral Spanish in games…
• Not adapted to player’s market
• Character’s specificity diluted
• Negative for press reviews
• Risk of bad quality perception
METHODOLOGY & SOLUTIONS
neutral Spanish
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• There is no single solution
• Cause & Effect:
Your present decisions may affect your future sales
• Community appreciation
Conclusions
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LOCALIZING FOR THE SPANISH SPEAKING COMMUNITY
• VICTOR ALONSO LION
• DIANA DÍAZ MONTÓN
Got questions?