GS Loc Training

Who We Are

The Localization Pod at Flamed is a skilled, cross-functional team of three core members, supported by talented internal and external collaborators. We manage and localize all static and video assets for marketing purposes.

Maia SoboleoskyProject Manager

Rossella AgostiniCreative Production Manager

Giorgia GabbricciProject Manager

Agenda

Understanding Common Errors

Learn about our games

Survey Results and Objectives

Localization Best Practices

Proofreading Techniques

Localization or Transcreation?

Using Translation Tools

Questions and Answers

VO Best Practices

Feedback and Follow-Up

01 Survey Results and Objectives

Key Findings from the Survey

23,6%

27,8%

45,8%

72,2%

54,2%

76,4%

In 45.8% of the ads the translation did not flow naturally in the target language

In 27.8% of the ads the wording did not resonate with the local audience

23.6% of the ads had grammar mistakes

Survey Link

Training Goals

Enhance Localization Quality: Our primary objective is to improve the quality of our localizations, ensuring that our static and video marketing assets are accurate, culturally appropriate, and polished.Conduct Follow-up Survey: Measure progress 1 month post-training. Survey Targets:

Word Choice Quality:

Grammar Mistakes:

Fluency

Reduce from 23.6% to 5%

Improve from 72.2% to 85%

Increase from 54.2% to 85%

02 Learn About Our Games

a. Monopoly GO!

Monopoly GO!

MONOPOLY GO! - A New Way to Play A reimagined MONOPOLY for modern mobile gamers. MONOPOLY GO! offers an immersive experience where you strategize, interact, and live the dream of being a real estate tycoon

Target Audience:25/45 year-olds

Monopoly GO!

Key Features:

• Immersive Universe: Iconic board game brought to life with endless content.
• Tycoon Experience: Invest, progress, and achieve.
• Massively Social: Play with friends and family—collaborate or compete.

Brand Personality:

• Quirky & Swaggy: A playful, self-aware spin on Mr. MONOPOLY.
• Core Values: Global, inclusive, empowering, and fun-focused.

What the Brand Is Not:

• Not Political or Religious: We steer clear of divisive figures and topics.
• Mr. MONOPOLY is Not: Sinister, power-hungry, condescending, or magical.

MPYGO! - Our Main Characters

MPYGO! - Citizens & Players

Monopoly GO!

DO'S

DONT'S

• Usage of the Colorful & Playful tone of the Brand. (Imaginative & Charming)
• Concept oriented to User Acquisition
• Clear connection & relevancy to the game.
• The tone of voice adopted should represent our target audience Target Audience.
• Overall feeling of the ad should be positive and playful, and don’t convey a negative image of the game.
• Explore humor aligned with the Brand tone

• Usage of Dark, Bizarre & Magical tone & script not aligned with our Brand tone.
• Talent featured in the ad not representing our Target Audience.
• Overall feeling of the ad representing a negative game experience that might discourage viewers.
• Explore humor not aligned with the playful tone of the Brand.
• Avoid any comparison to the classic Monopoly game board.

b. Other IPs

Useful information about our games and where to find them

Scopely Localization Library:

03 Understanding Common Errors

a. Frequent Mistakes

Frequent Mistakes

Avoid Looking at the Original Asset

Word Choice Quality

Grammar Mistakes

Marketing Content

Neglecting Voice Over Quality

Fluency

1 Avoid Looking at the Original Asset

Ad Link

Original Ad

2 Grammar Mistakes

Ad Link

Ad Link

3 Fluency

Ad Link

4 Wording Choice Quality

Ad Link

5 Marketing Content

Original Ad

Ad Link

6 Neglecting Voice Over Quality

Original Ad

Original Ad

b. Other Mistakes

1 Failure to Follow MPY Guidelines

Ad Link

2 Localization

Ad Link

04 Localization or Transcreation?

Localization Examples

Localization Examples

Ad Link

Ad Link

Transcreation Examples

When to Use Localization

Usage: Use localization for content that needs to maintain the original meaning and structure but requires adaptation to be culturally relevant and understandable. Typical Localizations:

When to Use Localization

When to Use Transcreation

Usage: Use transcreation when the content's emotional impact, creative elements, or marketing goals need to be preserved across different cultures.Typical Translations:

• Call-to-actions (CTAs): Create new taglines that resonate culturally.
• Adapting humor or idiomatic expressions to fit the target culture.
• Specific game rules that require precise translation (e.g., Scrabble).
• Voice-over (VO): Ensure the sound matches the mouth movements.

Guidelines: Choose transcreation when you need to adapt highly creative content that relies on cultural nuances, emotional appeal, or specific brand messaging to connect with the target audience.

05 Localization Best Practices

Have a look at the original asset

Things to consider when localizing our ads

Style Guides and Glossaries

Cultural Sensitivity

Consistency

Loc Elements

Ask yourself Would I say that?

CTA & Marketing Content

Feel free to creatively adapt the content to evoke the same emotions and responses in the target audience as the original content does.

Example

Ad link

Ad link

Example

06 Proofreading Techniques

Have a look at the original asset

Step-by-Step Process - Completeness and Localization:

1. Ensure all text is localized including:

• Board tiles
• Gameplay
• UI
• Copies
• Disclaimers
• End Cards
• Names
• Background assets

2. Verify that all localized text follows the glossary.

Step-by-Step Process - Spelling, Typos, Grammar & Technical Accuracy

1. Check that the text is free from spelling issues and typos 2. Verify that the formal and informal forms are consistent with the options used in the games.3. Ensure the text is free from grammar issues.

Step-by-Step Process - Call to Actions (CTAs)

1. Verify that CTAs sound natural and are targeted to the local audience. 2. Ensure literal translations are avoided and idioms are appropriately culturalized.

Step-by-Step Process - Formatting and Layout

1. Ensure that text fits within UI elements and does not overflow or get cut off. 2. Verify that line breaks and text wrapping are appropriate and do not disrupt readability.

Step-by-Step Process - Consistency with Source Material

1. Check that the localized text accurately reflects the meaning and tone of the source material.

Step-by-Step Process:

We've created a checklist that you can check at the end of each review to make sure you've reviewed everything Checklist link We have also created a scorecard that you can share with translators with your feedback Scorecard

07 VO Best Practices

Voice Over Script Best Practices for Translators

• Sync with Visuals
• Length and Pacing

Technical Accuracy

• Natural Flow
• Match the tone and style of the original content

Language and Style

• Understand the Context
• Maintain Consistency
• Cultural Adaptation

Script Translation and Preparation

Watch the Original Ad

Voice Over Script Best Practices for Proofreaders

• VO match the lips
• Pace

Synchronization

• Correct Pronunciation
• Clear Diction

Pronunciation and Diction

• Proofreading
• Linguistic Review
• Consistency Checks
• Cultural accuracies

Quality Assurance

Watch the Original Ad

08 Using Translation Tools

Cat Tools

It must be used with caution, particularly when you are doing creative and marketing content

• In the Cat Tool, you have to insert the literal translation of the English sentence, however we are looking for creative translations.
• Be aware that sentences may change depending on the context.
• TM suggests translations based on previous work, but you must ALWAYS verify their suitability for the current context.
• Always check the sentences suggested by TM, as some TM translations are old and may not be correct or appropriate.

09 Questions and Answers

Questions

• Can/Should we always localize the names that appear on the marketing videos? Or only in specific cases
• Is it possible to specify when we are more free to divert more from the source? Because sometimes some ideas we have may sound risky (because they may get far from the source intentions).
• When there is a VO, how far can we divert from the original text and structure?
• When there is an actual person, how can we match the text with the movements, if the sounds are just really different in my language?

10 Feedback and Follow-Up

Follow-Up & Feedback

Record and Share Training

Share Interactive Presentation

Follow-up Survey

Record the training session and share it along with a summary of key points

Share the interactive presentation with translators/proofreaders. It will include a few questions for them to answer.

Conduct a follow-up survey 1 month after the training to measure the progress