Game trailers are not just video footage; they are powerful marketing tools designed to capture audience attention and evoke an emotional response. For localization specialists, working on trailers requires a specific approach where translation accuracy must be balanced with marketing appeal.
In this article, we will explore the main types of game trailers, their components, and the golden rules for working with them.
1. Types of Game Trailers
When working on localization, it is crucial to distinguish between two main types of trailers, as the approach for each differs significantly:
Subtitle-Only Trailers
In these videos, graphic elements and dubbing are not localized. Your task is to provide translation via subtitles for:
VO/Narration (Voice Over).
Copy Cards (Text on screen).
Title Treatments (Game titles/headlines).
Important: In-game text or UI elements are generally not subtitled in this format unless specified otherwise.
Full-Localization Trailers
This is a comprehensive approach where graphics (GFX) and audio are adapted for the target language.
Consistency: Subtitles must perfectly match the dubbed audio.
Graphics: Copy cards and in-game text are localized separately (replaced in the video).
Role of Subtitles: Subtitles are limited to VO/dialogue because GFX and copy cards are already localized.
2. Hierarchy of Truth
When discrepancies arise between different reference materials, follow this strict hierarchy of priority (from most important to least):
TTSG (Timed Text Style Guides): Style guides are the law. Even if the template contradicts the guide (e.g. in formatting), follow the TTSG.
Dubbed Audio: Subtitles must match what the viewer hears. If the Worksheet differs from the audio, Audio takes priority.
Worksheet: The primary source for terminology and approved translations.
English Template: Used as a base/timing reference, but may contain errors. Do not copy it blindly.
3. Working with Graphics & FN Tags
Proper use of Forced Narrative (FN) tags is critical:
General Rule: Dialogue takes priority over on-screen text. However, if possible, attempt to time subtitles to cover both if they don't overlap significantly.
FN Tags: The linguist is responsible for editing FN tags according to the needs of their target language. As a general rule, no FN tagging is needed for gaming trailers. Always check instructions.
Exception: If the trailer is Fully Localized (graphics are already translated) or it is strictly a "Subtitle-only" project without the need to translate on-screen text, FN events may be redundant. Always check instructions.
4. When to Flag Errors?
Effective communication saves time. Here is when you should create tickets (queries), and when you should resolve issues yourself.
Create a Ticket if:
KNPs (Key Names/Phrases) are missing or incorrect compared to Audio/Graphics.
The Worksheet is missing script or translation.
The English Template is unintelligible or contains critical errors.
DO NOT Create a Ticket (just follow the rules) if:
The Template violates style (simply follow the TTSG).
There is a discrepancy between the Worksheet and Dubbing (simply follow the Dubbed Audio).
Graphics localization is still in progress (simply follow the Worksheet).
Zendesk tickets subject format: Service | Game Trailer | Reference # | Show | Spot | Asset Type (please refer to this article for more details)
Conclusion
The quality of game trailer localization directly impacts how players perceive the product. Adhering to the hierarchy of rules, paying attention to detail in subtitling, and understanding the marketing nature of the content are the keys to a successful release.