Localization and the Global Gaming Industry

Las Vegas is gearing up for the 2014 Global Gaming Expo, which will take place later this month at the Sands Expo and Convention Center. The gaming industry will come together to demonstrate new technologies and to learn about advancements in industry topics like technology, global gaming markets, hospitality, regulation & compliance, and perhaps the most exciting – online gaming. Last year’s event saw the biggest number of attendees since the event started in 2008, and this year is expected to be even bigger!

This $120 Billion+ industry encompasses or touches a large variety of businesses, including casino operators, hotel & hospitality, food & beverage services, entertainment & tourism, information technology, manufacturing & engineering, retail and more. The market is in a growth phase, primarily due to the growth of gaming in emerging markets worldwide, particularly in Asia, and “global” will obviously be a big theme at this year’s G2E conference, with conference topics scheduled around growth, legalization and regulation of the gaming market in Europe, Latin America and Asia.

Localization already is – and will continue to be – a key strategy for companies in the global gaming space. Let’s take a look at some types of content that some companies in the global gaming space may have in their multilingual content strategies.

Technology & Gaming

At the 2012 G2E conference, International Game Technology’s Executive Vice President of Global Sales, Eric Tom, commented on how IGT’s localization strategy is a key part of their position in the market, saying, “IGT’s unrivaled game experiences and localized content has made our games the most sought after on casino floors today.” (“IGT Creates the Core Games that Create Fans at G2E 2012”). Today’s gaming technology companies are providing products that can provide customized user interfaces for different regions and can display game content in multiple languages at the touch of a button, appealing to a worldwide market of gamers.

Gaming technology companies may have these multilingual content needs:

Hospitality & Gaming

There is double-digit year-on-year growth in the number of international visitors to Las Vegas. These international visitors are outspending American visitors, so they are an attractive market for Las Vegas hotels and casino operators.

Some hotels are developing personalized travel programs to attract and cater to tourists from specific countries. For example, a Chinese guest to a Starwood hotel property may expect to receive interpreting assistance, local information provided in their native language, culture-specific amenities (such as slippers and a tea kettle), and room service that provides familiar foods.

Here are some examples of multilingual requirements of companies in the hospitality & gaming space:

Capita Translation and Interpreting is thrilled to be attending the Global Gaming Expo for the second time. We’ll look forward to seeing you there September 30th to October 2nd. Please contact us to set up an appointment if you would like to discuss your company’s multilingual content strategy.

Diana Heppe
+1 (925) 577 0516

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