![ゲームコンテンツが 対象文化圏で放つ魅力を最大化する グローバリゼーション手法 ケイト・エドワーズ Englobe Inc. プリンシパルコンサルタント / 創業者 IGDA Game Localization SIG チェア / 発起人 www.englobe.com [email_address] 2010 年 12 月 6 日](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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- 2. ゲームコンテンツが 対象文化圏で放つ魅力を最大化する グローバリゼーション手法 ケイト・エドワーズ Englobe Inc. プリンシパルコンサルタント / 創業者 IGDA Game Localization SIG チェア / 発起人 www.englobe.com [email_address] 2010 年 12 月 6 日
- 10. ローカライゼーション
- 12. カルチャライゼーション –
- 13. カルチャライゼーション +
- 14. 集合制作的コンテンツ スペースの集合 ( ゲーム、 MMO 、 SNS 、 モバイルなど ) 当地の個人や 文化的集団が持つ 思い込みや信条、 規範、価値観の集合 グローバライゼーションの リスクがあるゾーン 全てのゲーマーは 所属文化をゲーム体験に持ち込み、ゲームを 文化的規範や価値観と 対比させる ゲームの 世界 ( 非常に ) リアルな 世界観
- 20. 韓国 : Age of Empires (1997)
- 21. 米国 : Six Days in Fallujah (2009)
- 22. 米国 : JFK Reloaded (2004)
- 24. インド : Fallout 3 (2008) & Fallout: New Vegas (2010)
- 25. 英国 : Resistance: Fall of Man (2007)
- 26. イスラム圏 : 格闘超人 (2002) & Little Big Planet (2007) 訳 : イスラムを侮辱する者の首を刎ねよ
- 28. 米国 : バイオハザード 5 (2009)
- 29. ポリネシア諸島 : Pocket God (2009)
- 30. ポーランド : Microsoft IT Tools Marketing (2009) 訳註 : 従業員が全員 白人
- 32. 韓国 : Ghost Recon 2 (2004), Mercenaries (2005) & Homefront (2010)
- 33. 中国 : Ninja Gaiden (2004) Country/Region Taiwan
- 34. インド : シ ャム・カシミール ( 訳註 : 紛争地域 ) 当該国の国家認識に 基づく地図を使用するよう法律で定めている国もある 米国 / 世界各国のロケール インドのロケール
- 37. Korea: Age of Empires II (1999)
- 41. United States: Medal of Honor (2010) “ タリバン ” ? “ 反対勢力 ” ?
- 44. ドイツ / イスラエル : Medal of Honor & ポケモン
- 49. 米国 : Touch Dictionary (2005)
- 52. 既知の “ホットな問題”を確認 : イラン 訳註 : Google Earth における「アラビア / ペルシア湾」表記
- 54. 最近の動向を 確認 : マレーシア
- 57. ゲーム開発サイクルにおける カルチャライゼーショ ン コンテンツ開発のフェーズ 見直すべきコンテンツのタイプ コンセプト プロダクション リリース ジェネラルコンセプト キャラデザイン 環境デザイン オーディオ ( エフェクト、音楽、ボイス ) 特定された 問題全てに 対する 最終見直し バックストーリー & プロット インゲームテキスト (UI 、ダイアログ ) イメージ : シンボル、アイコン、旗、マップ マーケティング & パッケージング 流通計画 75 % 以上の 潜在的問題は コンセプト フェーズで 特定できる
Hinweis der Redaktion
- Smart Globalization Techniques for Maximizing the Cultural Appeal of Game Content Kate Edwards Principal Consultant & Founder, Englobe Inc. Chair & Founder, IGDA Game Localization SIG www.englobe.com [email_address] 6 December, 2010
- Content: Information created for perpetuation and dissemination; in games, anything a player will see, hear or read.
- Context: The circumstances or events that form a unique environment in space and time, within which information is created and managed.
- Culture: The accumulated, managed content of a specific context. Think of a “ culture ” as “ content assets ” .
- Content carries culture. Reflects the culture in which it ’ s created. Evokes a reaction from cultures to which it ’ s distributed. Critical globalization issue!
- ★ Cultual Expectations: 文化的 価値 と 規範 ★ Cultural expectations equate to an in/compatibility of content assets. Origin Culture Target Culture
- Challenge: Making the correct assumptions about expectations; i.e., カルチャライゼーション . Origin Culture Target Culture
- The Game Industry ’ s Future is Global Localization = ~ 50% of total industry revenue. PricewaterhouseCooper’s projections show industry growth at 1 0.5% annually through 2014 ( worth US $84B - from US $41.9B in ‘ 07). Localization typically contributes from ~33% to 70% of total revenue per company. Designing games for a global audience is critical for long-term growth.
- Regional flavors: Hokkaido: yubari melon and baked corn Tokyo: Sweet potato and soybean.
- Zone of Globalization Risk Game Worlds (Very) Real Worldviews The aggregation of collectively-created content spaces (games, MMOs, social networks, mobile, etc.) All gamers import their culture into the experience and begin to contrast against expectations. The collective assumptions, beliefs and expectations of local individuals and/or cultural groups.
- External manipulation of a culture ’ s content assets is intensely defended. カルチャライゼーション often means knowing what to avoid in order to know what to improve .
- Key カルチャライゼーション Strategies: Avoid primary カルチャライゼーション challenges Observe context proximity & autonomy Perform smart, surgical decisions Anticipate local expectations
- Key カルチャライゼーション Strategies: Avoid primary カルチャライゼーション challenges Observe context proximity & autonomy Perform smart, surgical decisions Anticipate local expectations
- Primary カルチャライゼーション Challenges History: Past and Present Religion: Sacred vs. Secular Ethnicity: Inclusion vs. Exclusion Politics: Geopolitical Perceptions Culture: Cultural Friction
- History: Past and Present Historical memory is persistent.
- Korea: Age of Empires (1997)
- United States: Six Days in Fallujah (2009)
- United States: JFK Reloaded (2004)
- Religion: Sacred vs. Secular Cultures maintain expectations that may originate in religious beliefs.
- India: Fallout 3 (2008) & Fallout: New Vegas (2010)
- United Kingdom: Resistance: Fall of Man (2007)
- Islam: Kakuto Chojin (2002) & Little Big Planet (2007)
- Ethnicity: Inclusion vs. Exclusion Perceived inequitable treatment of a specific culture, ethnicity and/or nationality.
- United States: Resident Evil 5 (2009)
- Polynesia: Pocket God (2009)
- Poland: Microsoft IT Tools Marketing (2009)
- Politics: Geopolitical Perceptions Government reinforcement of national sovereignty and territorial integrity.
- Korea: Ghost Recon 2 (2004), Mercenaries (2005) & Homefront (2010)
- China: Ninja Gaiden (2004)
- India: Jammu and Kashmir Some governments require by law that maps conform to their local worldview. U.S./Global Locale
- Culture: Cultural Friction General tension or inaccuracies between cultures and nationalities on a wide variety of issues.
- These are examples of games that were not culturally senstiv Singapore: Just Cause 2 (2010) Players disliked Bolo Santosi’s poor accent; a mash-up of Thai, Indian, Chinese, Malaysian and Singlish accents.
- Korea: Age of Empires II (1999)
- Key カルチャライゼーション Strategies: Avoid primary カルチャライゼーション challenges Observe context proximity & autonomy Perform smart, surgical decisions Anticipate local expectations
- Context Proximity: The closer a content element approaches the original context in person, place, time and/or form, the greater the potential for sensitivity.
- United States: Medal of Honor (2010) “ Taliban”? “ Opposing Force”?
- Context Autonomy: Content elements become more independent the less they require their original context for meaning. (an expansion of Edward Hall’s High & Low Context)
- Which image has more context autonomy?
- Germany & Israel: Medal of Honor & Pokemon
- Context is a matter of perspective.
- Key カルチャライゼーション Strategies: Avoid primary カルチャライゼーション challenges Observe context proximity & autonomy Perform smart, surgical decisions Anticipate local expectations
- Perform smart, surgical decisions: Be informed, make the most minimal change to the least amount of content.
- Islam: Halo 2 (2004) Dervish : a title from Sufi Islam; a Covenant operative. Prophet of Truth : a synonym for Mohammed; a Covenant leader. Master Chief : a US-style super soldier out to stop the Covenant. Geopolitical context : Not long after 9/11. Arbiter
- United States: Touch Dictionary (2005)
- Key カルチャライゼーション Strategies: Avoid primary カルチャライゼーション challenges Observe context proximity & autonomy Perform smart, surgical decisions Anticipate local expectations
- Anticipate local expectations: Gamers are communities; socially-networked, dynamic rallying points for swift approval and rejection. Assume instant, global exposure. You are always guilty.
- Review Known “Hot” Issues: Iran
- Review Social Impact: Vietnam & Thailand Never tolerated by the government: Extreme violence Sexual content (hentai, pornography, etc.) Games like Grand Theft Auto are banned and controversial, but still obtainable. Both countries link violent games to local crimes and a negative effect on youth. Online game addiction is linked to murders and robberies to get money for online game fees.
- Malaysia banned this game due to its negative treatment of Islam (Crusades, burning mosques in the City of Dis) Review Recent Actions: Malaysia
- Malaysia banned this game due to its negative treatment of Islam (Crusades, burning mosques in the City of Dis) Review Long-Term Trends: Singapore Excessive violence Sexual issues (including homosexuality) Anything against Islam Examples: Mass Effect (2007) The Darkness (2007) Just Cause 2 (2010)
- Review Long-Term Trends: United States Ethnicity issues – very sensitive! Religious issues, especially against Christianity Explicit drug use Explicit sex or pornographic material Very extreme violence U.S. is a sensitive market; reaction comes from public outcry, rarely government intervention.
- カルチャライゼーション in the Game Development Cycle Content Type to Review CONCEPT PRODUCTION RELEASE Phase of Content Development General Concept Back Story & Plot Character Design Environment Design Audio (Effects, Music, Voice) In-game Text (UI, Dialogue) Imagery: Symbols, Icons, Flags, Maps Marketing & Packaging Distribution Plans At least 75% of potential issues are identified in during concept phase in these content types Final Review for All Identified Issues
- Concept Phase: Goal: Identify the High Level Risks & Opportunities Follow the カルチャライゼーション Strategies Perform a “ Cultural Risk Audit ” Assign Responsibility!
- Production Phase: Goal: Manage Random Design Create Bug Type: “ Cultural ” Triage for Severity ( next slide ) Ask Questions: As content is produced, ask questions about creative choices: What is the meaning of that icon/symbol? Why does that culture look how they do? Why does that building look like a temple?
- How to Triage Content for Severity: Step 1 : Research to Determine the ‘ Knee-Jerk ’ Reaction: Texts, Wikipedia, journals External subject-matter expertise (academics , consultants) Input from local subsidiaries (if possible) Online query tools (Yahoo Answers or Facebook Questions) Step 2 : Separate Reasonable Risks from Overt Offenses: Reasonable Risks: Content that might be a problem. Overt Offenses: Content that will always be a problem. Step 3: Revise the content, if needed.
- Release Phase: Goal: Make clear, defensible choices Rethink your distribution model and consider market trade-offs. Defend your content choices.
- Closing points: カルチャライゼーション is successful as a model for global content development - not as an afterthought. Effective カルチャライゼーション = invisible origin. Act early! Late discovery = higher costs.
- Thank you for attending. Questions or comments? [email_address]
- IGDA Game Localization SIG Work in game localization? Or just interested in game loc? The IGDA Special Interest Group for Game Localization was created for YOU. Game Localization Summit: Occurs at GDC in San Francisco, 28 February, 2011. www.igda.org/wiki/Localization_SIG