In Innovation Ines Rubio (Global Translation Sr. Manager) Giorgio Mattiuzzo (Translation PM)
Who We Are +10 years experience in Localization Worked extensively in the video game industry, both at developer & LSPs Currently Global Translation Operations for National Instruments, testing and measurements Partnering with Cristina due to shared passion for new technology
Our Take on Innovation 1. Why Innovating in Gaming Localization? 2. Can Localization be a Competitive Advantage for Companies? 1. Times When Localization Was Key to Industry Changes 2. How it Continues to Influence the Value Chain 3. Case Study – National Instruments 4. Technical Innovation – Assistance, Automation & AI 5. Changes Implemented, Consequences & Results 6. Takeaways
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings Why Innovating in Gaming Localization? UNLESS YOU WORK FOR A LSP, GAME LOCALIZATION = VALUABLE AFFECTS DIRECTLY THE CUSTOMER’S LOCALIZATION IS NOT THE MAIN ACTIVITY OF EXPERIENCE YOUR COMPANY INFLUENCES FUTURE DECISIONS
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings Can Localization be a Competitive Advantage? YES NO competitive parity Easily Supporting Daily Business Video Game Localization VRIO analysis
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings Can Localization be a Competitive Advantage? YES YES Temp. Competitive Advantage Supporting Business Innovation! Video Game Localization VRIO analysis
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings Times When Localization Was Key… Localization has historically supported some of the most disruptive innovations in the gaming industry… • Global expansion of North American game developers (80s) • Global Sim-ship by shortening localization times with CAT tools (90s) Today , e-commerce fight to reach clients faster with translated up to date product catalogue ( Booking, Amazon…)
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings Localization and Value Chain Publisher / Distributor Added Value - Distribution Channel - Sales and Marketing 2015 - Localization The Most Common Value Chains of Video Game Industry (EGDF, 2011)
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings NI Marketing Translation – A Case Study
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings Localization - Assistance, Automation & AI Automation Artificial Intelligence Assistance (tools to assist decision making (hardware or software operations (mimics human behavior, takes for translators) w/o human intervention. Works decisions autonomously) on [if… then] principle) TMS CAT environment Machine Translation engine Integrations training Terminology Bases PM workflows Translation Memory Quality Assurance Machine Translation
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings What Changed In 2018 our focus was on introducing technology and innovation We took 3 major steps: 1. New TMS = MT capability + integration with NI’s systems + high level of automation and assistance 2. Machine Translation for our online product catalog 3. Redefinition of roles and responsibilities of in-house team
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings What Happened Project Managers: ➢ Drastic reduction of overhead ➢ Must be able to drive and define automation Translators: ➢ Increase of intellectual effort ➢ Need to add value to their role Management ➢ Leadership understood the need for budget and resources ➢ Might see MT as a replacement of translators
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings What Did We Achieve • +37% output • Reduced fix costs by 1/3 • Increased customer satisfaction by 99 NPS points • Increased on-time delivery from 40% to 90% average • Decreased cost per word by 0.05 cents
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings What Did We Learn Impact on the team • MT is the new CAT • New requirements: ability to interact with machines and/or understanding of quality management • Optimal change management is necessary • Be ready for turn over and have a plan B in place Manage Up • Make sure the company’s leadership is aware of the added value of the in -house team beyond performing translation tasks Stakeholders • Evangelize; listen; understand their expectations • Run satisfaction surveys periodically • Provide clarity on your delivery capacity and other SLA Cherish industry contacts and networking
Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings Takeaways Understand Why Innovation is Important Transmit to Teams – Make them aware! Understand How Localization is Key in Gaming Localization Transmit to Teams – Make them proud! Don’t Underestimate the Consequences of Innovation Nurture Teams, Manage Up & Stakeholders
Thank you!
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