The growing popularity of video games is a well‐known trend today. As a result, there is growing demand for their localization from developer companies. Video game localization is a hot topic, but we think that “good old” board games are unfairly overlooked. It is worth noting that they have started to become more popular lately, especially since the pandemic began, approximately from March 2020, when people had to spend more time at home. The new form of entertainment never went anywhere when pandemic subsided and has even become a hobby for some.
It may come as a surprise, but a board game is a complex product just like a video game, and it consists of many parts: name, logo, packaging, rule booklet, game board, figurines, tokens or cards, accompanying marketing materials, and other things — every element matters. It is important that players from other countries feel comfortable while playing the game. It should be understandable at a minimum and ideally bring positive emotions, and these are interconnected: if you do not understand something, it will not lift your spirits. If creators want their games to be successful in different countries and with different audiences, then high-quality localization is of utmost importance.
Let’s talk about some particularities of board game localization.
First impressions matter
“The clothes make the man…” is a famous saying which can be applied to board games too. A correctly localized name, which should ideally attract attention and be memorable, together with the packaging, is a surefire way to attract potential players and make them want to buy the game, whether online or offline. That is to say nothing about attractive and well‐localized marketing materials.
From form to function
It is important to pay attention to all the numerous elements of a game during localization. Developers and copyright holders often prefer to make certain elements of a game independent of any language, and they switch words to symbols, which allows them to cut costs when creating versions of the game in different languages. Occasionally, they ask that certain elements be left in their original language (sometimes even the name of the game), and unfortunately, there is nothing that can be done about that.
Tips for localization specialists:
- In the process of localizing a game, it is important to remember that if you ignore any part of it, you will most likely leave players without information which could help immerse them in the game, achieve great results, or even just enjoy it. When localizing, you need to keep the players in mind and think from their perspective.
- Pay attention to the length of your text, which can vary drastically from language to language. You can play around with fonts while creating layouts or convey the message using other words, which will simplify the process of localizing the game for all involved.
- Keep in mind the mentality of the country you are localizing the game for. Localization is a more complex process than translation, which is why you may need to rethink certain ideas that are in the original version. Formality is not the best approach in localizing a game.
A sweet aftertaste
If both the appearance and substance of a board game are in harmony, it is sure to make a great impression on players: “word of mouth” will do its job, and people will become interested in new versions/releases of the game or in other games from the same developer. Today, with board games in high demand, it is important to seize the moment and branch out into new markets. Correct localization by a professional linguistic company such as ILS will help to achieve this.
