Language plays a momentous role in deciphering the values and beliefs of a culture. If one is well-versed with the language, the outlooks, attitudes, values, morals, goals and customs of that particular society becomes easier to adapt. Thus, it is the first step towards conquering the hearts and minds of the social system that you value for your business. In this series, we will try to decode some languages for a better understanding of the markets they occupy. For this month’s edition, we will specifically look into the ‘Gaming Localization’ industry for the Spanish language speaking audience.
Gaming is one of the most celebrated industries in the world. It attracts almost every age group all across the world and adds up to big revenues every year. This year alone, the Global Games Market has reached an amount of $99.6 Billion and it is only expected to grow bigger in future. With such a tremendous response, investors and developers are trying every possible technique for ensuring a remarkable experience for the gamers. One of the most important techniques is to offer the right mood and emotion to the gamers by localizing the games in their languages.
It is, nonetheless, no revelation that Spanish language is gaining popularity in the gaming industry. The industry has witnessed a rapid progression in Spanish speaking countries over the past decade or so. It has, in fact, become the second largest market in the world in terms of gaming on multiple screens. Spanish is an official language in 22 countries. It is the second most popular language in the world with approximately 470 million native speakers and around 560 million people speaking it as their first or second language. However, not all these people speak Spanish in the same way. Region specific slangs, vocabularies and pronunciations set the language apart in different states. There are different dialects in this language which may have entirely different meanings in various countries. For example, the term ‘guagua’ in Spanish means a ‘bus’ in Cuba, the Dominican Republic and Puerto Rico, while it refers to a ‘baby’ in Chile. Thus, it becomes imperative for the companies to choose localization over mere translation of the product that they plan to offer to the Spanish speaking audience.
We, at LocnApps, believe that it is essential that the linguists involved in the localization process are gamers, themselves. It is, of course, crucial that they identify with the local dialects, metaphors, slangs and jargons of the language but it is also important that they can grasp them in the context of different games before commencing the process. They must ascertain that the story lines and characters in the games are simple and easy to follow for the audience. When it comes to gaming, it is imperative that the audience is able to connect well with the games and thus, we get our linguist-gamers to make sure of that!