Developing computer games and off-the-shelf software

Most computer games and software are developed in English. However, the globalisation of popular culture demands multi-language versions. Most successful games launch in more than five languages simultaneously, with top titles supporting 20+. Localisation is thought to increase lifetime revenue by 200-300% through broader market access.

It's important to consider translating and localising the games or software you develop for cultural fit, legal compliance and technical functionality across regions and markets.

What to translate in software products

Software translation involves extracting and re-integrating the translatable elements of your software, including:

• user interface - menus, buttons, error messages
• graphics and assets, including text in images, icons and cultural symbols
• user guides and documentation
• audio containing voiceovers, subtitles
• packaging and marketing literature
• licences and legal disclaimers

Consider AI dubbing tools and other services for easier and streamlined translation workflows.

Cultural localisation examples

The linguistic translation is not the only thing to consider - you should also localise your product. Localisation involves modifying your product with the customs and culture of your target market in mind.

To ensure your software is compatible with your market, you should consider:

• cultural sensitivities - eg some countries may be more sensitive to violence
• legal differences - eg age ratings for games may differ depending on country of release
• visual identity - eg character design and colour symbolism in the context of local culture
• payment systems – localising for regional wallets (eg WeChat Pay)
• dates and formats – regional differences such as DD/MM vs MM/DD

It's important to take localisation decisions early, so the tools and structure for changes can be built into the development. Test the localised material with native speakers at every stage of development, and consider outsourcing, partnering with a local organisation or selling the rights to localise your product and produce it in another region. However, you should ensure you retain control of your brand.