Video Game Localization: Q&A with Expert Marina Ilari (Part 1)

You’d like gamers around the world to play your video game… but how do you attract international players who speak different languages? Welcome to the world of video game localization! Localizing a video game is about translating and adapting your game for audiences outside your home country. It has proven to be a game changer for game developers and publishers. We interviewed expert game localizer Marina Ilari to get all your questions answered. 

Continue reading to learn:

• What is video game localization and why it’s important
• What are the steps of the localization process
• How to build a top-notch localization team

Marina’s Game Localization Story

Let’s start with your background in video game localization. How did you get started and where has this taken you today?

I have been involved in the localization profession for 20 years. I trained as a translator, am certified by the American Translators Association in English to Spanish translation, and hold a postgraduate degree in video game localization. I began my career as a linguist at Terra Translations, a localization company offering expert and tailored translation services. I gained experience as a translator, editor, project manager, and quality assurance manager. Seven years ago, I became CEO of the company.

My first major opportunity in video game localization came when I was selected to work on a very popular AAA game. I have a deep love for video games and creative audiovisual content, so it was a perfect match for me. At the time, however, it wasn’t an easy industry to specialize in. Video game localization is relatively new—about 30 years old—and only became firmly established in the early 2000s. We have all seen some humorous or even unfortunate translations in earlier games, where professional translators weren’t always involved, and the proper tools and processes weren’t yet in place.

Specializing in this field required a lot of trial and error for me. I learned from my own mistakes, as well as from others, constantly experimenting to see what worked. I also put effort into understanding the developer’s and publisher’s perspectives, which I believe is essential. It’s important to have a bird’s-eye view of the whole process: understanding the business behind the translation, the purpose of the content, the target audience, and any other considerations like whether the games are part of a franchise.

First Steps in Video Game Localization

How do developers get started and what are the main steps in video game localization?

Experienced video game developers and publishers typically take several steps before localizing a game. It starts with market analysis—determining which regions to target based on the game’s characteristics.

Next comes the internationalization phase. This involves preparing the content for localization by ensuring that the game’s design and coding are adaptable to the target languages and cultural contexts. Once this is completed, then the actual localization takes place—the translation of the content, followed by quality control and testing. 

A familiarization stage is also highly recommended. During this stage, it’s important to have the team, including your translators, spend time playing or observing the game. This helps them understand the context, tone, and gameplay mechanics. This preparation phase helps ensure the localization aligns with the intended player experience.

Finally, games usually go through a localization quality assurance stage (LQA) in which the game is tested in different languages. For this LQA, the team should include linguists with testing skills.

These steps are complex and essential to producing a polished, immersive experience for players in each market.

It’s also important to note that gaming localization involves more than translating in-game content. Developers and publishers must also localize other materials, including technical manuals, legal agreements, and marketing assets. A significant portion of the game localization process focuses on preparing content to promote the game internationally.

Who’s Who On a Localization Team

How do you build a localization team? Who should be involved at various stages of the localization process?

It’s very important to involve a range of language and localization experts to ensure the final product is high quality and meets the players’ expectations. 

Your team should start with localization project managers. They will play an essential role because their understanding of the process and attention to detail during the preparation phase will lay the foundation for a smooth localization process. They should be well-versed in the specifics of game localization, handling tasks such as file preparation, segmentation, QA settings, and managing placeholders, variables, and character limits. They should also work with the game developer to ensure that translators have enough context to produce accurate and immersive translations. 

Next, your team should include translators specialized in the game’s genre for the actual translation work. They should understand the specific terminology, tone, and style required for the genre—for example, whether it’s fantasy, sci-fi, action, etc. Their expertise in the genre enables them to produce translations that fit the game’s world and appeal to fans familiar with similar games.

The more preparation and collaboration among all these experts, the better the final product will be!

Key Players: Finding the Right Translators

What are the most important skills translators need to deliver top-quality translations in video game localization?

Several skills are essential for translators to succeed in video game localization. First, attention to detail. Video games are complex, with layered narratives, character dialogues, and technical terms that require accuracy. Even minor errors can break the immersion for players, so translators must be meticulous, ensuring every line and term is correctly translated and consistently applied.

Creativity is another key skill, as game localization often involves adapting dialogue, humor, and cultural references to make them feel natural in the target language. Backgrounds in creative writing, literary translation, or subtitling can be especially valuable, as these translators have experience getting beyond literal translations to capture tone and intent, ensuring the story and characters resonate with players.

Communication skills are also essential. Localization teams work closely with project managers and developers, and it’s common for translators to need clarification on context or gameplay elements. A good translator knows when to ask questions and request additional information. 

Strong research skills are also necessary, as translators may need to look up terminology or gameplay mechanics to understand the context better and ensure their work is accurate.

Finally, understanding the video gaming world is a huge advantage—although translators don’t necessarily have to be active gamers. Experience with games, especially the genre they are localizing, allows them to understand the mechanics, pacing, and player expectations. This insight helps them create a more immersive and engaging experience for players, aligning the localization with the gaming culture and making it feel natural for players in their native language.

Finding Professional Localizers

Now that we’ve discussed the video game localization process and who makes up a localization team, maybe you’re ready to start your search for localizers. You can search the ATA Language Services Directory using the keywords “video game” and “localization” to find professional localizers for your game localization project.

Stay tuned for more in part 2 of our interview with video game localization expert Marina Ilari!

By Meghan McCallum

About the Author

Meghan McCallum is an ATA-certified French to English translator and writer specializing in corporate communications, marketing, and international development. She is also an active volunteer for the American Translators Association. The American Translators Association represents almost 9,000 translators and interpreters in more than 100 countries. To hire a translation or interpreting professional, please visit www.atanet.org/directory.