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A Localization Strategy Should be Considered When Your Product Goes Global

The language and culture of each country are different, which determines that a single marketing strategy is difficult to bring good results. Therefore, a well-designed localization strategy is very important.

What is a localization strategy?

When you are ready to expand into the global market, a localization strategy should be considered. A localization strategy refers to the overall plan of adapting your product, messages, and content in a manner that aligns with the brand to fit new countries and markets. It takes into account the language, culture, and social norms of each market to determine the best way to express your information. These messages can be spread through your website, applications, social media, or any marketing activities, wherever the message is communicated, it has the potential to resonate better with customers and potential clients.

 

Additionally, it is important to note that many people equate translation with localization, which is inaccurate. While translation is crucial in a localization strategy, simple translation alone does not meet the standards of localization.

According to the Localization Industry Standards Association (LISA) definition: "Localization involves taking a product and making it linguistically and culturally appropriate to the target locale (country/region and language) where it will be used and sold."

This definition implies three key aspects:

Localization focuses on "products" or "services," not just "text."
The localization process includes both language and cultural aspects.
Product localization targets a specific locale (which can be a country, region, or language area).

 

Localization provides a systematic service that aims to enhance user experience while translating content. It requires native speakers from the target market to carry out the localization process. These native speakers have insights into subtle differences, are familiar with local slang, terminology, and cultural background, and understand the expectations of the target market audience.

During the localization process, relevant professionals need to have a deep understanding of local taboos, religions, and laws to avoid unnecessary complications when expanding into new markets.

What is LQA?

LQA is a term used in the game testing industry and stands for "Localization Quality Assurance." It refers to the process of importing translated texts into a game, where localization professionals assess various issues related to semantics, display, and more based on the game's scenes and context, and then make corrections accordingly.

A proficient and professional LQA specialist should possess the following attributes:

1. Being a player themselves.
2. Proficiency in both the source language and the target language.
3. Accumulating years of experience within the industry.

 

How to prepare for localization testing (LQA)?

  • Consider internationalization during the product development stage, even before localization. Write code that allows bidirectional text and non-Latin script functionality, supports different date formats, number formats, sorting, etc. Use Unicode to accommodate different character encoding schemes.
  • Once you have implemented localization into the testing build, outline a clear testing methodology so that neither you nor the localization testers miss anything. Prepare documents and plan how to test the game. This can be very helpful, and the document does not have to be excessively large.
  • If you need to test specific language versions considering certain subtle differences, list separate testing steps for those languages.
  • Prepare a separate version with built-in cheat codes for testers, making it easy for localization personnel to play through the game. Along with cheat codes, you can provide pre-recorded gameplay videos.
  • If your project requires special equipment (e.g., VR headsets), provide it for the testers as it serves your best interest. For these cases, you also need to offer technical support for the devices in case they malfunction or encounter issues that prevent further testing by the localization team.
  • Show game trailers to localization testers to help them understand the essence of the game. When the source language is English, the universal "you" can be localized differently in French, Spanish, or German, depending on the different expressions of "you" in different styles.

Final words

Choosing a reliable LQA service provider will greatly save your energy and time, helping your product reach the global market faster and gain recognition in the target countries. Here, you can trust WeTest LQA, where professional language experts and testers ensure the quality and effectiveness of your product localization through their specialized services.

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