Ireland is in pole position to be a global hub for localisation, according to a new report (PDF 1.6MB) from the Centre for Next Generation Localisation (CNGL).
What is localisation?
Localisation doesn’t just involve translation, but a whole range of adjustments. To ensure that the products and services suit specific international markets, localisation looks at a selection of technical and cultural factors. For example, in the gaming industry, aspects that are considered in the localisation process include:
- Language
- Packaging
- Character appearance
- Legal and historical contexts
- Gestures (e.g. for Xbox Kinect)
EA’s popular football game FIFA 11 was packaged differently depending on where the product was sold. Australian footballer Tim Cahill featured on the cover of the version released in Australia, whereas Wayne Rooney featured on the version in the UK market.
Why is it so important?
These may seem like small things, but they have a big impact on how well a company and its products perform in foreign markets.
NASA famously lost a Mars probe when a measurement error caused it to crash into the planet. Engineers at Lockheed Martin were using a different unit of length (miles) while NASA was using the metric measurement (kilometre). The mistake cost $125 million.
The CNGL report notes that English is the main language in just three out of 10 of the world’s top economies, meaning the demand for localisation is enormous. Some of the world’s biggest software companies – including Microsoft, PayPal, Facebook and Google – have their European headquarters in Ireland and localisation is a key part of their operations here.
Between 14,000 and 16,000 people are employed in localisation in Ireland and the industry is thought to be worth nearly €700 million to the economy annually.
To find out more about localisation visit the CNGL website.
