Loc’ed Secrets: Localization Tips for Game Developers

Localization is not a decorative afterthought tacked on at the end of development: it’s a living, breathing process that should be woven into a game’s fabric from the very beginning. A strong localization strategy enables a game to connect with players across cultures, resonate in global markets, and build emotional bridges with audiences worldwide. While well-established studios often treat localization with the care and investment it deserves, newer or smaller developers sometimes overlook its value, often in an effort to conserve resources. The result? Missed opportunities, lukewarm reception in international markets, and, in some cases, backlash from players.

In this article, we’ll dive into common pitfalls we’ve encountered over years of hands-on experience and share practical advice aimed especially at game developers. Our goal is to help lay the foundation for a smoother, smarter, and more sustainable localization process, one that enhances your game rather than limits it.

Case Studies

In one indie game project we worked on, we were reminded of just how critical source file structure can be. The game’s text was initially delivered in a Word document. For a role-playing game where dialogue branches out, quests interconnect, and character lines may carry different meanings depending on context, Word simply isn’t built for the job.

To make matters worse, the lines had no unique identifiers (IDs), and none of the translations were reviewed by native-speaking specialists. This led to serious issues when AI-translated strings were implemented into the game by the developer. The same sentence appeared in different places with varying, and often incorrect meanings, completely stripped of context.

We worked closely with the developer to overhaul the process. Our first recommendation was to migrate all text into an Excel spreadsheet and assign each entry a unique ID. For example, we proposed a system like QUEST_MAIN_01_DIALOGUE_JANEDOE_01 instead of simple row numbers  and explained the advantages for both the development and localization teams.

Thanks to this collaborative effort, we built a structured, readable, and engine-friendly source file. Translated lines were seamlessly implemented, previous errors were resolved, and the localization process became far more sustainable.

Localization is more than just translation; well-structured files are just as important as linguistic quality in determining a project’s success.

Machine Translation and the Cost of Lost Context

Another project clearly illustrated the risks of relying solely on AI. A developer team, operating on a tight budget, entrusted the entire translation process to machine translation. When negative reviews and player backlash started rolling in, they approached us for a complete overhaul. The financial and emotional toll was, as you can imagine, significant.

One standout example? The Turkish idiom "Eyvah, ayvayı yedik!", which means "We are so done!" but can be translated word-for-word as "We ate the quince!" had been translated as the later, which is but a meaningless rendition.

Misinterpreting cultural idioms like this doesn’t just dilute humor; it undermines immersion, character voice, and even the game’s reputation. Tiny mistakes can have a massive impact.

Recording with Incomplete Scripts

Among the costliest mistakes in localization is recording scripts from unreviewed, AI generated translations. Sadly, this is something we’ve seen all too often.

In one project, the developer, hoping to save time, sent AI-translated lines directly to the voice studio without any input from a professional localizer. The result? Grammatical issues, awkward phrasing, poor intonation, and lines that felt out of sync with the characters’ personalities.

Because localization was left to the very end of the production pipeline, we received the files far too late. The lines were grammatically off and narratively flat. They were nowhere near ready for voice acting. In the end, we had to retranslate everything, and all voiceover recordings had to be redone from scratch.

This avoidable mistake led to major budget overruns, timeline delays, and a postponed release.

Blind Spots of Artificial Intelligence

In another case, a developer asked us to review an AI-translated script that referenced a real-world music group. The group had a long-running inside joke with fans, one that AI completely failed to understand. It delivered a translation that was nonsensical and emotionally tone-deaf.
 

To get it right, we had to research the band’s background, dive into fan forums, and unearth the meaning behind the joke. That’s something only a human could do.

Here are two more perfect examples of AI’s blind spots:

Example 1:
Source (Korean): 아쉬움이 좀 남더라고요.
AI Translation: Biraz eksik kaldı sanki. (It seems a little incomplete.)
Issue: This makes it sound like something physically is missing. But in context, it conveys a sense of emotional regret or lingering disappointment.
Our Fix: İçimde biraz ukde kaldı. (It left me feeling a little wistful.)

Example 2:
Source (Korean): 휴가를 물어보시는 분들이 있는데 뭐 저는 휴가가 딱히 없어요.
AI Translation: Tatil soranlar var ama benim pek tatilim olmuyor. (People ask about vacation, but I don't really get a vacation.)
Issue: This gives the false impression the speaker never gets time off. In reality, they’re saying they don’t follow standard vacation schedules.
Our Fix: Tatili soranlar var ama benim belirli bir tatil günüm olmuyor. (People ask about vacation, but I don't have a specific or set vacation day.)

Example 3:
One client, citing budget constraints, decided to rely on AI, but trained the model using high-quality translations we’d provided over the years. Even with this head start, the AI still stumbled.

This was especially evident in languages like Korean and Japanese, where respect levels and sentence structure vary dramatically based on the speaker and listener. AI often failed to detect these nuances, resulting in inconsistent and even disrespectful dialogue.

For instance, a character who had been speaking politely to their mentor suddenly switched to casual language mid-conversation, only to revert back to formal speech in the next line. These inconsistencies weren’t limited to a single scene—they occurred across the entire game.

We also saw grammatical errors in quest instructions. In Korean, commands like "examine the flower" or "defeat the enemy" require verbs to take the suffix "-기". AI misinterpreted this and instead used "-하다", a generic verb closer to "to do" in English, leading to awkward, artificial, and sometimes unintentionally funny lines. Without human review, these mistakes went live, compromising the experience.

Golden Rules for Developers

After seeing these patterns time and again, we’ve identified a few golden rules every developer should follow:

Rule 1: Think About Localization Early

Localization isn’t a "next step." It's the foundation of your project’s global success. A well-executed localization is your best marketing tool. AI can polish grammar, but it can’t catch cultural references, subtle jokes, or emotional undertones. That takes a human touch.

Rule 2: Use Unique IDs

These are essential for communication between your team and the localization team. They help ensure everyone is speaking the same language, literally and figuratively.

Rule 3: Provide Context

Things like character limits, tone (angry, cheerful, sarcastic), and speaker identity all affect translation quality. Don’t leave your translators in the dark.

Final Thought: Not a Cost, But Respect

Delaying professional processes and skipping localization planning leads to blown budgets, delayed launches, and worst of all, soulless products that fail to connect with your players.

Localization isn’t a sunk cost. It’s one of the most important investments you can make to launch your product globally and a clear sign of respect for your audience. Poor localization isn’t just bad translation; it weakens your brand and damages the fragile connection you’ve built with your community.

Negative reviews can bury your game in store algorithms, keep it from reaching its potential, and ultimately spell failure for your project. But great localization? That’s the key to loyal players and global success.