Translation service providers often struggle to make a convincing case to justify translation costs. If a translation company cannot demonstrate real and strong value-add, that spells trouble. Actually, it spells "commoditization".
But it's not like the translation industry isn't trying. There are presentation on the ROI of software internationalization, tools to determine the ROI of XML, and studies that "prove" that overseas buyers really, really would buy a lot more if only the marketing collateral, packaging, instructions, and support were translated.
All of these efforts share a common problem: They feel forced, theoretical, and self-serving.
So it was interesting and refreshing to read on the Localization Industry 411 blog how a Brazilian newspaper reported on the fact that sales of translated video games are sky-rocketing in the country. Here is an excerpt from Renato's article (bolding his):
Julio Vieitez, director of a LUG, a game distributor in Brazil, states that "When comparing the revenues of a good game in Portuguese and in English, the former is 15 times higher than the latter. Localizing is important because people want to play with their friends." Let me repeat that: The revenue of the localized version is 15 times higher than the English version! How about that for ROI?That's the kind of ROI that any company could wrap there head around. And that's the kind of PR that the translation business needs more of.
Head on over to Localization Industry 411 for the full scoop.
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