The localisation firm explains how the acquisition of Side is helping the firm grow its offerings

Pole To Win’s new conversation

The localisation requirements of publishers and developers are always evolving. Whether that’s more languages, bigger volumes, or a switch to continuously updating content, it’s essential that service providers also evolve to meet those requirements.

Pole To Win’s recent acquisition of London-based creative services company Side is just one example of how the company is always working to stay ahead of the localisation needs of their clients.

Chris Rowley, director of localisation at Pole To Win, and Olivier Deslandes, head of localisation at Side, have extensive industry experience to draw upon. They have been at the forefront of managing the successful delivery of many titles across multiple languages and are both passionate about the role quality localisation plays in a successful launch.

“If a product is well-localised, it appeals to more people, in turn making it more accessible and increasing sales volume,” explains Rowley. 

Deslandes adds: “Although a great localisation cannot save a bad game, a bad localisation can really ruin a great game.”

Localise to win

As gamers from around the world show their loyalty to well localised titles, publishers are realising the positive impact of investing more pre-production and production time into this often underrated process. 

The acquisition of Side allows Pole To Win to offer clients a fully comprehensive package of localisation services. Side’s experience of casting, directing and recording projects from an established global network of studios, also enables Pole To Win to provide high quality voice production in a wide variety of languages. And its global presence opens up the opportunity for Side to work with many more companies around the world.

“Every client wants a ‘boutique’ level of attention and service,” says Deslandes. “But the benefits of being part of a much larger organisation mean we can benefit from greater economies of scale. These savings can then be passed on to clients.” 

Pole To Win’s core localisation services of translation and linguistic testing are delivered from their offices all around the world. 

“It’s important that we continue to understand the local in-territory needs of our clients,” says Rowley. “We deal with some on a global level, yet their needs are very different in each geographical location. It’s vital that we provide the highly tailored service their projects require.”

Linguistic Needs

As Pole To Win looks to the future, plans to expand their current offering of 34 languages is top priority. Within the past few years, there has been a dramatic change in both console and mobile language requirements, especially in regards to
Asian languages. 

As Rowley says, these once ‘exotic languages’ are now becoming a part of the norm in the games industry, and Deslandes adds that Side is already providing Mandarin voice production on two world leading game franchises.

One thing that’s clear is that the combination of more content, compressed timelines and global launches mean bullet proof project management is essential. To improve this process, Pole To Win recently introduced a global Project Management Organisation scheme, to streamline delivery and client communication. 

“With the growing demand for global delivery we have to ensure that we’re meeting the local requirements, on time,
to the highest quality bar, every time,” states Rowley.

Both Rowley and Deslandes agree this blend of service, efficiency and communication is key to a successful localisation project.

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