Crossing Virtual Boundaries and Crossing Virtual Boundaries and Managing Mobs: Managing Mobs: Strategies for Content Strategies for Content CulturalizationCulturalization

Kate EdwardsPrincipal Consultant & Founder, Englobe

Inc.http://www.englobe.comkate@englobe.com

Content:Content:Information created for perpetuation Information created for perpetuation

and and

dissemination; in digital products, dissemination; in digital products,

anything a user will see, hear or read.anything a user will see, hear or read.

Context:Context:The circumstances or events that form The circumstances or events that form

a a

unique environment in space and time, unique environment in space and time,

within which information is created within which information is created and and

managed.managed.

Culture:Culture:The accumulated, managed content of The accumulated, managed content of

aa

specific context. Think of specific context. Think of ““cultureculture”” as as

““content assetscontent assets””..

Content carries culture.Content carries culture. Reflects the culture in which itReflects the culture in which it’’s s

created.created. Evokes reaction from cultures to Evokes reaction from cultures to

which itwhich it’’s distributed.s distributed.

We aim to maximize global revenue.We aim to maximize global revenue.

We strive to appeal to local culture.We strive to appeal to local culture.

We can translate the language.We can translate the language.

We can make world-ready code.We can make world-ready code.

We can change the We can change the appearance.appearance.

We must keep current with We must keep current with new forms of distribution.new forms of distribution.

We must manage local We must manage local reactions in real-time. reactions in real-time.

We refine and improve to meet We refine and improve to meet local expectations.local expectations.

But at what point do we begin to But at what point do we begin to feel “local”?feel “local”?

منظور من مسألة منظور في من مسألة ..في.perspective of matter a it.perspective of matter a it’’ss

LocalizationLocalization

Regional flavors:o Hokkaido: yubari melon and baked corno Tokyo: Sweet potato and soybean.

CulturalizationCulturalization

Culturalization – Culturalization –

Culturalization +Culturalization +

ContentContentWorldsWorlds

(Very) Real(Very) RealWorldviewsWorldviews

The aggregation of collectively-created, virtual content spaces (products, MMOGs, social networks, etc.)

The collective assumptions, beliefs and expectations of

local individuals and/or groups.

Boundary of Geocultural ExpectationsBoundary of Geocultural Expectations

All participants import their culture into the experience

and begin to contrast against expectations.

External manipulation of a cultureExternal manipulation of a culture ’’s s

content assets is intensely defended.content assets is intensely defended.

Culturalization often means knowing Culturalization often means knowing

what to what to avoidavoid in order to know what in order to know what

to to improveimprove..

Challenges to CulturalizationChallenges to Culturalization Long/Short Tail of HistoryLong/Short Tail of History Sacred vs. SecularSacred vs. Secular Inclusion vs. Exclusion Inclusion vs. Exclusion Intercultural DissonanceIntercultural Dissonance Geopolitical ImaginationsGeopolitical Imaginations

Long (and Short) Tail of HistoryLong (and Short) Tail of HistoryHistorical memory is persistent.Historical memory is persistent.

Age of Empires (1997)Age of Empires (1997)

Six Days in Fallujah (2009)Six Days in Fallujah (2009)

Sacred vs. SecularSacred vs. SecularCultures maintain expectations that mayCultures maintain expectations that may

originate in religious beliefs.originate in religious beliefs.

Fallout 3 (2008) & Fallout: New Vegas (2010)Fallout 3 (2008) & Fallout: New Vegas (2010)

Resistance: Fall of Man (2007)Resistance: Fall of Man (2007)

Kakuto Chojin (2002) Kakuto Chojin (2002) & & Little Big Planet (2007)Little Big Planet (2007)

Inclusion vs. ExclusionInclusion vs. ExclusionPerceived inequitable treatment of a specificPerceived inequitable treatment of a specific

culture, ethnicity and/or nationality.culture, ethnicity and/or nationality.

Resident Evil 5 (2009)Resident Evil 5 (2009)

Pocket God (2009)Pocket God (2009)

Microsoft IT Tools Marketing (2009)Microsoft IT Tools Marketing (2009)

Intercultural DissonanceIntercultural DissonanceGeneral tension between cultures and General tension between cultures and

nationalities on a wide variety of issues.nationalities on a wide variety of issues.

Age of Empires II (1999)Age of Empires II (1999)

Game Content in BrazilGame Content in Brazil

“Harmful for consumers’ health”

Counter-Strike: “Encourages subversion of public order.”

Everquest: “Pursuit of both “good” and “bad” quests causes psychological burdens.”

Geopolitical ImaginationsGeopolitical ImaginationsReinforcement of national sovereignty and Reinforcement of national sovereignty and

territorial integrity.territorial integrity.

Hearts of Iron 1 & 2 (2002 & 2005)Hearts of Iron 1 & 2 (2002 & 2005)

Ninja Gaiden (2004)Ninja Gaiden (2004)

Country/Region Taiwan

Ghost Recon 2 (2004) & Mercenaries (2005)Ghost Recon 2 (2004) & Mercenaries (2005)

Jammu and KashmirJammu and KashmirSome governments require by law that maps conform to their local worldview.

U.S./Global Locale

India Locale

Culturalization in the Development Cycle

Phase of Content DevelopmentPhase of Content Development

Cont

ent T

ype

to R

evie

wCo

nten

t Typ

e to

Rev

iew

CONCEPTCONCEPT CORE PRODUCTIONCORE PRODUCTION RELEASE PHASERELEASE PHASE

General ConceptGeneral Concept

Character DesignCharacter Design

Environment DesignEnvironment Design

Audio (Effects, Music, Voice)Audio (Effects, Music, Voice)

Final Checks for

All Identified

Issues

Back Story & PlotBack Story & Plot

In-game Text (UI, Dialogue)In-game Text (UI, Dialogue)

Imagery: Symbols, Icons, Flags, MapsImagery: Symbols, Icons, Flags, Maps

Marketing & PackagingMarketing & Packaging

At least 75% of At least 75% of potential issues potential issues are identified in are identified in during concept during concept phase in these phase in these content typescontent types

Distribution PlansDistribution Plans

The Concept PhasePrimary Goal: Identify the Potential Risks & OpportunitiesMost Critical Actions: Follow the Culturalization Principles (to be

explained…) Perform a ‘Geocultural Audit’: A geocultural content

audit of the overall idea and its global viability.o Where will it work? Where might be problem areas?o Examine the overall plot, characters, motives,

environments, etc. Assign Responsibility for Culturalization Tasks

Most Critical Actions: Create Bug Type: “Cultural” Include Culturalization in Milestones Triage for Severity (next slide) Ask Questions: As content is produced, ask questions

about specific choices. If something doesn’t seem quite right, raise the issue.• What is the meaning of that icon/symbol?• Why does that race look how they do?• Why does that house look like a temple?

The Core Production PhasePrimary Goal: Manage Random Design

Step 1 – Research to Gauge the Knee-Jerk: o Texts, Wikipedia, journalso External subject-matter expertise (academics ,

consultants)o Input from local subsidiaries (if an option)o Online Q&A tools (e.g., Yahoo Answers or Facebook

Questions) Step 2 - Separate Reasonable Risks from Overt Offenses:

o Reasonable Risks: Content that might be sensitive.o Overt Offenses: Content that will always be a problem.

Step 3 – Revise or defend the content

The Core Production PhaseHow to Triage for Severity

The Release PhasePrimary Goals: Finalize & Distribute

Most Critical Actions: Rethink the Distribution Model: Trade-offs might be

necessary, such as giving up a market or two in order to sell in many others.

Build your defense: If you choose to include known, sensitive content then have a solid reason for its presence.

Principles of Culturalization:Principles of Culturalization:1.1.Avoid contextual independenceAvoid contextual independence

2.2.Observe contextual proximityObserve contextual proximity

3.3.Perform surgical decisionsPerform surgical decisions

4.4.Anticipate local expectationsAnticipate local expectations

Contextual Independence:Contextual Independence:Content elements become more Content elements become more

independent the less they require their independent the less they require their

original context for meaning. original context for meaning. (an expansion of Edward Hall’s High & Low Context)(an expansion of Edward Hall’s High & Low Context)

• Which image is more context independent?

This Pokemon card was discontinued in 1999 after Anti-Defamation League pressure (even though it’s a manji, a left-facing Buddhist style).

The Nazi-style swastika in a historical context, such as in Medal of Honor, is nearly acceptable but can still be a sensitive image.

(.perspective of matter a it(.perspective of matter a it’’s)s)

Contextual Proximity:Contextual Proximity:The closer a content element The closer a content element

approaches approaches

the original context in person, place, the original context in person, place, time time

and/or form, the greater the potential and/or form, the greater the potential forfor

sensitivity.sensitivity.

Medal of Honor (2010)Medal of Honor (2010)

Perform surgical decisions:Perform surgical decisions:Make the most minimal change to the Make the most minimal change to the

least amount of content.least amount of content.

Halo 2 (2004)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.

DervishDervishArbiterArbiter

Anticipating local expectations:Anticipating local expectations: Consumers are communities; Consumers are communities;

socially-networked, dynamic rallying socially-networked, dynamic rallying points for swift approval and points for swift approval and rejection.rejection.

Assume instant, global exposure.Assume instant, global exposure. YouYou’’re always guilty.re always guilty.

In July 2006, a problem arose in the game Fantasy of the Journey West; China’s most popular MMORPG. The wall painting in the virtual city government office had the appearance of the Japanese rising sun. Over 10K players gathered in the office to protest (but the company replied “No comment”).

Fantasy of the Journey WestFantasy of the Journey West

The Irony: The painting was supposedly inspired by a Chinese work called “Sunrise in the East.”

Persian/Arabian GulfPersian/Arabian Gulf

Most maps use “Persian Gulf” and Iran favors this name Arab states use the name “Arabian Gulf”, and some outlaw the use of “Persian Gulf”

Closing points:Closing points: Culturalization is successful as a Culturalization is successful as a

holistic model for content holistic model for content development - not as an afterthought.development - not as an afterthought.

Effective culturalization = invisible Effective culturalization = invisible origin.origin.

Catalog local expectations; Catalog local expectations; Culturalization Dev Kit?Culturalization Dev Kit?

Thank you for attending.Thank you for attending.Questions or Comments?Questions or Comments?

kate@englobe.comkate@englobe.com

IGDA Game Localization SIGIGDA 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. The Call for Proposals ends 14 October!

www.gdconf.com www.igda.org/wiki/Localization_SIG