In the lead up to the ASEAN Gaming Summit, held in March 21-23 in Manila, Philippines, AGB interviewed Asia-focused translation company All-In Translations on their outlook on gaming markets in Asia.
What kind of trends do you foresee in the South East Asia over the next few years?
Acting as language service provider to the gaming industry, our approach is obviously centered on languages, and we’ve already witnessed an increase and demand for Asian languages over the past few years from our European facing clients. We only expect this demand to rise as the market continues to grow and show opportunity. We are also seeing a higher demand from Asian facing companies, working with a mixture of start-ups, developers and operators, many of whom are based out of the Philippines and Taiwan and who plan to enter both the Asian and European online gaming space. We’ve also seen a rise in traditional land-based clients undergoing localization for the online market.
How is your company responding to these trends?
Logistically, we are constantly hiring more gaming and sports savvy translators and writers for languages like Thai, Khmer, Tagalog, Malay and Vietnamese, in addition, obviously, to Chinese, Japanese, etc. Furthermore, we are working systematically to upgrade our terminology for “new” products like Fantasy, Virtual and eSports. We have been working with Asian gaming localization for almost a decade, and the demand has never been higher than now.
In terms of marketing, our presence in Asia has grown steadily over the last few years. You could say it officially started in 2014, when we became a language service provider for the Macao Gaming Show and exhibited there. In 2015, we arranged a largely successful gaming dinner during the Affiliate World Congress in Bangkok, and in 2016 we hired a Taiwan-based Business Development Manager for Asia and exhibited at G2E Asia in Macao.
It is in 2017 however that you will see the real Asian breakthrough of All In Translations. We are hosting the official poker tournament of ASEAN Gaming Summit and sponsoring the after party, we are doing a promo video together with Calvin Ayre to build up for the poker tournament, and we are exhibiting again at G2E Asia.
Moreover I will personally have a base in South East Asia for most parts of 17Q4 and 18Q1, and we are currently looking for local conferences, summits and trade shows to create win-win situations with our event marketing. We very much look forward to the ASEAN Gaming Summit in Manila where our key objective is learning more about the South East Asian gaming market so we can devise further strategies.
What products are you currently offering in the Philippines / Asia?
All of our products are largely focused around gaming and the main one is localization. At no extra charge, however, we’re also offering advisory support to our clients throughout the localization process. This can involve many things, like choosing colors, symbols and terms that work better in some areas than others, and we always recommend that developers, operators and others involve a language service provider early in the process to avoid any pitfalls and to maximize potential.
In addition to localization we are selling more and more content writing to SEO and content marketing teams as well as affiliates. Other services include voice-overs, language proficiency testing and proofreading/QA. Everything is available in 70+ languages.