Translation & Localization Software Industry

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01
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Part
01

Video Game Translation Industry Trends

Some trends in the video game translation industry are video game localization, use of machine translation, and the use of computer-assisted translation tools.

Video Game Localization And Dubbing

  • Dubbing in video game translation is replacing the original actor's voice with someone else speaking in the target language.
  • Many video games are embracing localization so that they can have a global reach to their customers, and this makes it a trend in the video game translation industry.
  • Expansion to new global markets requires excellent video game localization to enhance a video game's action.
  • Also, video game localization ensures that the players have great experiences when interacting with the games in their mother tongues.
  • Lionbridge and SDL are examples of companies leaning towards the video game localization trend.

Machine Translation

  • Machine translation is the use of translation software to convert video games from a source language to the target languages.
  • The fact that most translation companies are beginning to use translation software in their video game translation makes it a trend.
  • However, machine translation needs post-editors who can review the content and ensure that it meets the industry standards after translation.
  • Examples of companies that are leaning towards this trend are SYSTRAN and SDL.

Use Of Computer Assisted Translation (CAT) Tools

  • Computer-Assisted Translation (CAT) for video games uses a database that keeps track of frequently used phrases and sentences with their corresponding translations.
  • The use of CAT tools is a trend in the translation industry as companies are adopting the use of CAT tools to ensure efficiency in the translation process.
  • Translators can then know which words translate to different phrases in video games.
  • Examples of companies that use CAT tools for translation are Ulatus and SDL.

Research Strategy

To identify the trends in the video game translation industry, we first sought to understand what the video game translation industry entails. We then searched for trusted websites, blogs, and articles by experts in the industry that explain the trends in video game translation. We came across trusted websites and blogs and expert opinions that presented the trends in the video game translation industry.

Part
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Part
02

SDL Competitive Landscape-Part 2

SDL has a robust advertising strategy, built on a well-developed foundation of content marketing as well as other digital and offline advertising programs. Additionally, the company benefits from its strong global presence, broad array of prominent clients and extensive product and service offerings, as highlighted within the enclosed spreadsheet.

Marketing

  • SDL currently deploys an extensive multi-channel advertising strategy for its variety of products, as discussed within the enclosed spreadsheet.
  • Most notably, SDL leverages a content marketing strategy with significant depth and breadth, including a well-developed array of online-accessible resources such as webinars, case studies, eBooks, white papers, videos and podcasts.
  • Also online, SDL benefits from a clearly organized and well-established corporate website, as well as a variety of social media accounts.
  • Specifically on social media, SDL has established a reasonably strong following through its active presence on Twitter (16.5k followers), LinkedIn (108k followers), Facebook (11k followers) and YouTube (1.1k subscribers).
  • Meanwhile, SDL also has many offline marketing initiatives and events to promote its brand and products, including conferences, presentations and corporate appearances.

Strengths & Weaknesses

  • SDL has numerous strengths or competitive advantages, including its global presence and strong portfolio of experience working across a variety of industries and companies.
  • In particular, SDL has successfully worked with "90 of the top 100 global" corporations and can tout this past performance when speaking to its prominence as a provider and ability to deliver within larger, more complex organizations.
  • However, SDL’s strengths in some cases may also represent weaknesses for the company.
  • In particular, the fact that the company is such a global player with such a broad array of offerings and experience might make it less competitive for clients who are looking for a niche provider with depth in one specific area, such as a particular industry, country, customer type or solution.
Part
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Part
03

MemoQ Competitive Landscape-Part 2

memoQ uses a variety of marketing strategies, including providing robust educational resources on their website, running social media accounts on Facebook, LinkedIn, Twitter, and YouTube, and using search engine marketing (SEM), and search engine optimization (SEO). The company is fast-growing and offers great customer support, as well as free trials of its software. However, compared to its competitors, it lacks several useful features, such as billing and invoicing. We updated the assigned rows in column D of the attached spreadsheet with the requested information.

Selected Findings

  • As a part of its marketing, memoQ offers several types of educational resources on its website, including a blog and LocLand, an e-book specifically about gaming localization.
  • The company also uses social media marketing, SEO/SEM, and email marketing.
  • memoQ has 23.3k fans on Facebook and 9.3k followers on Twitter. Its promotional posts are repeated between those two profiles and its LinkedIn account.
  • The company is considered one of the fastest growing SaaS companies by SaaS Mag and has customers in over 100 countries, including top brands from the gaming industry, such as Nintendo and Sony Entertainment.
  • Their strengths include great customer support and training options, supporting the Windows platform, and offering free trials of their services.
  • Some of their weaknesses are not having billing and invoicing features, and not offering tools for customer-side project managers, unlike some of their competitors.


Research Strategy

There is no information about memoQ's marketing efforts in translation, technology, and advertising media, as well as on Hungarian news sites. However, we analyzed the company's website and social media presence to gather insights about its current marketing strategies. Additionally, we looked through memoQ's job postings and made an assumption that job requirements related to specific marketing strategies mean that it is using those strategies.
Part
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Part
04

Lionbridge Competitive Landscape-Part 2

Lionbridge has a robust advertising strategy, built on a well-developed foundation of content marketing as well as other digital and offline advertising programs. Specifically on social media, Lionbridge has established a reasonably strong following through its active presence on Twitter (13.7k followers), LinkedIn (142.394k followers), Facebook (33.35k followers) and YouTube (1.17k subscribers), as highlighted within the attached spreadsheet.

Marketing

Strengths

  • For more than 20 years, Lionbridge has been providing marketing, testing and globalization services in more than 300 languages, this has helped them to connect with global customers.
  • Through their world-class platform, they orchestrate a network of 500,000 passionate experts around the world, who partner with brands to create culturally rich experiences, enabling them to diversify their market.
  • Lionbridge was also recognized as a Best Employer for Women in 2018.

Weaknesses

  • In particular, the fact that the Lionbridge Company is a global player with broad array of offerings and experience with over 500,000 passionate experts, this might make it less competitive for clients who are looking for a niche provider with depth in one specific area, such as a particular industry, country, customer type or solution.
Part
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Part
05

Systran Competitive Landscape-Part 2

Systran company is marketing through its social media pages, company blog, website, and podcasts. The company has over 50 years of experience in the translation solutions market. Detailed information about the company has been entered into the attached spreadsheet.

Systran Company — Overview

  • Systran's marketing strategy includes advertisements and promoted posts its social media platforms. On LinkedIn, Systran has an active profile of 2,641 followers where the company promotes and advertises its services. On Twitter, Systran company advertises its products and services through descriptive tweets, pictures and video clips to 1,154 followers.
  • The company's Facebook and YouTube channels are also used to carry out marketing activities to 128 and 167 subscribers respectively. Systran boasts of 50 years of experience in translation solutions. The company's ability to aid communication in over 130 languages has led it to be the leading choice for defense and security organizations in the United States and other companies like the Samsung company.
  • Systran's "innovative Neural Engine" is the best in the market. The machine translation quality is the closest to human fluency and can be adapted to the different context of each customer.
  • Systran company can be said to have a weak social media presence. Social media is known to be a good platform for marketing and connecting with customers. With about 167 subscribers on YouTube and 128 follows on Facebook, access to customers is limited.

Research Strategy

To carry out this research, the research team started by going through the company's website. During this thorough analysis, we hoped to find current marketing strategies, strengths, and weaknesses. We searched through press releases, articles, and publications on the website. This search method was fruitful because the information needed was readily available. We went further to search through the company's blog and social media pages to identify the current marketing campaigns of the company. Finally, we searched through trusted media articles and publications to corroborate the information.
Part
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Part
06

SDL Competitive Landscape-Part 1

Some of SDL's services include translation, marketing solutions, global client services and software documentation. Some of their products include SDL Tridion DX, SDL Tridion Sites and SDL Language Cloud. A competitive landscape of SDL has been provided in Column E, rows 2, 3, 4, 5 and 7 of the attached spreadsheet.

Summary of Findings

Part
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Part
07

MemoQ Competitive Landscape-Part 1

MemoQ Products include MemoQ server, MemoQ translator pro, MemoQ project manager, MemoQ cloud and Hey memoQ. The requested information for the company can be found in column D of the attached spreadsheet. A brief overview of the company's products, pricing, and messaging can be found below.

Products and Services

  • MemoQ Products include MemoQ server, MemoQ translator pro, MemoQ project manager, MemoQ cloud and Hey memoQ.
  • Business services: increase margins, improve ROI, build brand equity, and differentiate brand from the competition workflow.
  • MemoQ server hosting service include the Azure servers.

Value

  • The main value communicated by memoq is their ability to make good and enjoyable software. The company has made translating more enjoyable by enabling translators to take delight in their work.
  • Integration with other software is also used as additional value by the company. They tout the ability to integrate their products with software such as Plunet and XTRF." MemoQ also integrates with software that enables connections to sources of translatable content in CMS systems, like iLangl or easyling."

Cost for products'services

Positioning and Messaging

  • MemoQ claims to be the world’s leading translation setting with hundreds of features added through its evolvement that has made translation work easy and simple
  • The company positions itself as a company that offers a cutting edge translation management in the cloud.


Part
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of nine
Part
08

Lionbridge Competitive Landscape-Part 1

Lionbridge offers four major services category, namely content services, translation services, AI services, and testing services. The required information about the company is contained in the attached spreadsheet.

Lionbridge Competitive Landscape-Part 1

  • Services offered by Lionbridge include content services, translation services, AI services, and testing services.
  • Lionbridge products include translation management platform, machine translation platform, translation productivity platform, quality management platform, cloud platform, and integration platform.
  • The principal value communicated by Lionbridge is the company's suite of cutting-edge platforms that allows users to orchestrate a vast network of tools, experts, and partners that simplifies tasks.
  • Lionbridge basic plan starts at $10 per month. Potential customers are required to fill out a form on their website to receive a quote and more information.
  • The company claims to be the "world most trusted global communications platform"; having over 20 years experience as linguistic experts and cultural translators and fluency in over 350 languages.
  • Lionbridge operates from 5,000+ cities worldwide with over 500,000 passionate experts and over 2,100 customers.
Part
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of nine
Part
09

Systran Competitive Landscape-Part 1

SYSTRAN offers global translation solutions that allow clients to streamline their communications through multiple languages and across multiple channels. The requested information for the company can be found in column B of the attached spreadsheet. A brief overview of the company's products, pricing, and messaging can be found below.

Products and Services

  • The services and solutions offered by the company include chat incident management, communication solutions using machine translation, digital forensics, regulatory compliance monitoring, and solutions tailored to government agencies.
  • The company's main product is called SYSTRAN Marketplace.
  • The SYSTRAN Marketplace offers translation modules that are tailored to different industry languages such as IT, legal, or manufacturing.
  • The SYSTRAN Pure Neural Translation Server is a high-power suite that can translate millions of communications daily for industries such as eCommerce and customer service.

Value

  • The main value that is communicated by SYSTRAN is the ability to translate a large number of communications at one time.
  • The company aims to "revolutionize how global companies communicate" across multiple channels and languages.
  • Integration with other software is also used as additional value by the company. The company advertises the ability to integrate their products with software such as MemoQ, Smartcat, Across, and Wordfast.

Pricing

  • SYSTRAN does not disclose pricing for their customized suite of products. Instead, they ask potential customers to fill out a form on their website to receive a quote and more information.
  • They do have pricing for their basic translation software available online. Their Essential Translator costs $79. Their professional translator costs $249 and includes extra features such as a Microsoft Outlook plugin, a quick file translator, and the ability to translate PDFs and other image files.

Positioning and Messaging

  • SYSTRAN's messaging is very industry-focused. Their website includes visuals regarding what industries they work with, such as academics and data providers.
  • They call themselves industry pioneers in translation solutions.
Sources
Sources

From Part 01
Quotes
  • "However, its only in the last few years that the language and translation sector has really taken note of machine translation. The main reason for the change of feeling towards it is the creation of the NMT or neural machine translation. While this system is not without its flaws, the successes the AI-based approach has had has cemented it."
Quotes
  • "These translation memories allow translators to know the exact term that was used to translate a word. By automating many processes that are usually manual, CAT tools save money and time, making them cost effective and efficient."
Quotes
  • "Companies such as SYSTRAN have augmented their rule-based machine translation systems with various statistical techniques in providing accurate Chinese-English and English-Chinese translations. Employing Hybrid Machine translation has put the company in one of the top rankings in the industry, and its success means that many other translation organisations are going to be implementing the same technique in their work."
Quotes
  • "The advantages of machine translation include cost and speed. Computers can process a machine translation almost instantly. There are free programs such as Google Translate that can translate relatively short texts instantly, but if you need to translate a very long document, you can purchase software that can process an unlimited amount of text at the cost of the software alone. "
Quotes
  • "While machine translation is not equal to human translation, it can be very useful for the translation of certain type of information, especially when it comes in greater quantities. It is a good solution for customer reviews, for example, or other secondary pages or information for a website translation. "
Quotes
  • "Use our industrial-strength processes, specialist games translators, and expert reviewers to localize your games for 40+ core languages, across all genres."
Quotes
  • "Essentially global nature of game industry requires from producers to pay increasing attention to video game internalization and localization. Video game localization implies adaptation of game application and related document content in order to meet the language, cultural and other requirements of a specific local market (‘locales’), meaning in the first place language localization."
Quotes
  • "Ulatus Integrates Computer Aided Translation Tools That Help Translators Generate and Manage Texts in an Intuitive, Easygoing Way. "
Quotes
  • "SDL’s translation software for the gaming industry offers a complete solution which provides the flexibility to allow for those last-minute changes that inevitably occur before launch."