GLOBAL LOCALISATION GIANT SYNTHESIS OPENS NEW ASIAN OFFICE

19 February 2013

In early 2012, Synthesis began a global expansion plan to provide videogame localisation services worldwide for developers and publishers. In April 2012, Synthesis Germany was launched to cater for the burgeoning German-speaking markets with great success, and now Synthesis Pacific has been established in Singapore to focus on the growing Eastern and Southeast Asian markets.

Harry Inaba, Managing Director of Synthesis Pacific said, “Moving our regional HQ from Japan to Singapore is proof of our commitment to Eastern Asia and Southeast Asia. Singapore will act as a centre for us to recruit people from different language and cultural backgrounds in an English speaking environment, and will be our hub to develop resources and partners in the Southeast Asian markets, which is anticipated to become a US$1 billion market by 2015.”

With subtleties in language, tone and accent, breaking into the Asian videogame localisation and audio markets can be very difficult for Western companies. However, Synthesis began a joint venture with localisation company Nanica Inc. to establish Synthesis Asia, the company’s original Asian HQ based in Japan, and was responsible for the localisation of games such as STAR WARS Kinect, Pixar Rush, Fable 2 & 3 and Mass Effect for the Asian markets.

Now with two offices in the region, market responsibilities have been split; with the Synthesis Pacific HQ serving the Asian markets, including Korea, Taiwan and China and the Synthesis Asia office now focusing only on the Japanese market.

This investment enables the company to become a stepping stone between Eastern publishers wanting to reach Western markets, and vice versa. The company’s one-stop solution, which includes international experience in translation, voice production and linguistic testing, will provide a competitive edge to both Asian and Western publishers.

Max Reynaud, Owner & Founder of Synthesis said, “From a global standpoint, the Asian region has been growing quickly with many of our clients wanting their videogames localised for these markets. Equally, we want to develop Synthesis Pacific as a localisation gateway to the West for Asian publishers. Synthesis Pacific is now in the perfect cultural and geographical location and has the right mix of talent to deliver our global solutions for clients now and in the future.”

Synthesis’ joint venture business model works by having local and cultural experience from the outset. Synthesis Germany recently won 4player.de ‘Best Localisation’ award for Dishonored, with the German localisation cited as adding greater expression and drama to the gameplay experience.

www.synthesis.co    

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Editors notes

ABOUT SYNTHESIS

The Synthesis Group has offices in the United States, Italy, Japan, Singapore, Spain, Germany and Switzerland (Seat of the administrative HQ Synthesis Global Solutions). It has been involved in the videogames market since 1995 and it's now one of the leaders in the multilingual localization industry around the world, providing services to clients such as Electronic Arts, Activision, Blizzard, Bethesda Softworks, Ubisoft, Take2, Square Enix, Disney Interactive, LucasArts, Namco Bandai, Sony Computer Entertainment and Microsoft Game Studios.

For most of these clients Synthesis provides 100% catalogue localization into Italian and Spanish, plus many titles in UK/US English, Japanese, French, German, Chinese and Korean, all with internal studio resources. Synthesis most recent success came in 2011 where the company developed the full FIGS localization (LQA testing included) for Skyrim, winner of the Game of the Year title at the VGA Awards.

Thanks to the company’s great capacity (with hundreds of titles handled each year and tens of them managed simultaneously), Synthesis can accommodate all manner of requests and offer very competitive rates. The company experience across multiple languages and markets enables the company to provide clients with recommendations and procedures to improve the effectiveness of their localization processes, thus adding greater value whilst reducing costs.

Synthesis offers a full range of localization services: from translation to audio recordings, from DTP to testing including linguistic, functional and compliance checks.

For more information about the Synthesis Group, please visit the company corporate website at www.synthesis.co.

For further press information relating to the above company, please contact:

Mr. Kristien Wendt

Character Communications Ltd.

Tel (Main): +44(0) 1376 322621

Tel (Mobile): +44(0)7876 252811

Email: kristien@charactercomms.com

 


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