# 214 Terra Translations CEO Marina Ilari on Why Game Localization Is Her Passion

Interview with Marina Elari

In this section, Marina Elari discusses her background, journey from Argentina to Milwaukee, and her involvement in the translation and gaming industries.

Marina's Background and Journey

• Marina is the CEO at Terra Translations and Terra Localizations Gaming Division.

• She hosts the "In Pantuflas" podcast with over 200 episodes.

• Originally from a small agricultural town in Argentina, Marina now resides in Milwaukee due to personal reasons.

• Her early exposure to limited entertainment options shaped her career path.

• Professionally trained as a translator, she transitioned into video game localization.

• Started as a linguist assisting her mother before becoming CEO of Terra Translations.

Women in Gaming Industry

• Despite stereotypes, Marina has always been a gamer.

• Challenges misconceptions about women gamers' demographics and interests.

• Highlights the importance of staying updated on games for market research purposes.

• Playing games serves both socializing and professional development needs.

Terra Translations and Terra Localizations

This segment delves into the evolution of Terra Translations as a family business specializing in video game localization.

Evolution of Terra Translations

• Founded over 20 years ago by Marina's mother, Terra Translations expanded its services globally.

• Specializes in video games, healthcare, safety, and manufacturing industries.

• Introduction of Terra Localizations marked a focus on video game localization expertise.

Tera Localization Strategies

In this section, the speaker discusses the importance of localization in the gaming industry and how it impacts branding and marketing strategies.

Importance of Branding in Gaming Industry

• Localization is crucial for projecting a strong brand presence in the gaming industry.

• Connecting with clients through understanding their audience and needs enhances success in the passionate gaming industry.

• Running multiple brands under one umbrella requires distinct marketing strategies while maintaining internal unity.

Differentiation Through Specialization

• Tera operates under one umbrella but maintains separate branding for different sectors like gaming and healthcare.

• By focusing on specialized markets like game localization, Tera differentiates itself from competitors by offering tailored services.

Competing in Game Localization Market

This part delves into how smaller companies can compete with both boutique game studios and large global corporations in the game localization market.

Competitive Edge of Boutique Companies

• Despite being smaller, boutique companies like Tera offer personalized services that appeal to clients seeking quality and innovation.

• Tera aims to establish trust with clients by prioritizing company culture, quality, innovation, and client success.

Insights into Game Localization Process

Here, the speaker provides insights into the complexities of game localization processes, client profiles, and industry dynamics.

Understanding Game Localization Industry

• The game localization industry is vast, estimated at $220 billion, requiring specialized skills such as project management and linguistics due to complex file formats and technologies involved.

Meeting the Community and Building Relationships

Francisco discusses the process of integrating into a close-knit community, emphasizing the importance of building relationships over time to establish credibility and trust within the industry.

Integrating into the Community

• It took years to find their place in the community by attending conferences, events, and engaging with clients.

• Involvement in the community through volunteering, sharing information, writing articles, speaking at events has been beneficial.

• Sharing knowledge and contributing to associations helps bring visibility to industry topics.

Game Localization: Language Dynamics

The discussion revolves around game localization dynamics, focusing on language translation from Japanese to English and addressing challenges faced in adapting content for different cultures.

Language Translation Dynamics

• Majority of work involves translating from English to other languages due to a broader pool of specialists.

• Highlighting a passionate Japanese-to-English game translator community on platforms like XU (former Twitter).

• Debate on how much adaptation is needed in game localization to resonate with different cultures.

Fan Engagement and Localization Rewards

Exploring fan reactions towards localized games, emphasizing the importance of accurate localization while considering cultural nuances for player engagement.

Fan Reactions and Localization Accuracy

• Fans are vocal about accurate localization reflecting original content; debates arise on translation fidelity.

• Fan feedback plays a crucial role in game localization success; public forums like Reddit showcase opinions.

AI Technology in Game Localization

Delving into AI technology's impact on game localization processes, discussing its role in enhancing efficiency while acknowledging challenges related to cultural sensitivity.

Role of AI Technology

• AI technology aids non-sensitive materials but faces challenges in culturally sensitive creative content like game localization.

Results and Benefits of Implementing Technology

The speaker discusses the positive impact of implementing technology in their team, emphasizing how it simplifies processes and brings excitement to the team.

Implementing Technology for Innovation

• Implementing technology simplified a long and boring process, making it exciting for the team.

Constant Experimentation and Innovation

• The team is focused on experimenting, creating innovations, bringing in new ideas, and testing them internally as well as offering them to clients.

Ethical Use of Technology

The speaker emphasizes the importance of leveraging technology ethically and responsibly while highlighting the diverse applications beyond traditional uses like translation.

Ethical Implementation of Technology

• Stress on using technology ethically and responsibly beyond narrow views such as just translating or localizing dialogues.

Diverse Applications of Technology

• Acknowledgment of various processes where tools like JBT can enhance efficiencies in text-centric businesses.

Metaverse and Localization

Delving into the concept of metaverse, its current presence in technologies like AR/VR, and its implications for localization efforts.

Metaverse: Present Reality

• Discussion on XR technologies like metaverse being present rather than just futuristic concepts.

Localization Challenges in Metaverse

• Highlighting the importance of localization in dealing with vast amounts of content within the evolving metaverse space.

Challenges and Unknowns in Metaverse Development

Exploring uncertainties surrounding metaverse development including infrastructure requirements, monetization models, and localization strategies.

Uncertainties in Metaverse Growth

• Addressing unknown factors such as infrastructure limitations hindering technological advancement.

Monetization Strategies

• Pondering on monetization models crucial for sustaining metaverse platforms amidst evolving technological landscapes.

Getting Approach by Clients for Recruiting Needs

The speaker discusses being approached by clients to assist with recruiting needs and highlights the robust HR team at Tera that has been developed over the years.

Building a Strong HR Team

• Tera has a robust HR team of specialists that has been built from the outset.

• This team has developed effective processes for finding and retaining talent, especially in remote work settings.

• The positive culture within the company is appreciated by clients, leading to the decision to offer recruiting consulting and staffing services.

Offering Recruiting Consulting Services

The conversation shifts towards offering recruiting consulting and staffing services, mainly focusing on sourcing talent in Latin America for both clients and LSPs.

Service Expansion

• Tera decided to open a new service offering providing recruiting consulting and staffing services.

• These services are primarily aimed at sourcing talent in Latin America for both clients and LSPs.

Navigating Complex Areas: Legal & Healthcare

Delving into complex areas such as legal and healthcare, the discussion explores how these regulated industries coexist with gaming and creative business lines within the company.

Balancing Regulated Industries

• Managing legal and healthcare projects alongside gaming requires different teams with specialized training.

• Medium or small LSPs can focus on heavily regulated industries like healthcare, offering secure environments with strict security standards.

Maintaining Security Standards

Emphasizing the importance of maintaining high security standards in dealing with sensitive content like copyright material within regulated industries.

Ensuring Data Security

• Teams working on healthcare projects adhere to strict security standards such as HIPAA compliance.

• Stringent training programs are essential due to dealing with sensitive content that must be safeguarded against leaks.

Impact of AI on Language Industry

Reflecting on the evolving landscape of language AI within the industry and its implications for Language Service Providers (LSPs).

Role of AI in Industry Evolution

• AI is seen as a tool to enhance work quality rather than replace human expertise.

• Expert linguists, subject matter experts, and project managers will continue to be crucial alongside automation technologies.

Sustainable Growth Strategies

Discussing strategies for sustainable growth amidst rapid expansion while staying true to core values as a company.

Navigating Rapid Growth

• Despite significant growth, it's vital to maintain company vision without compromising core values for growth's sake.

Works Culture and Decision Making

The speaker discusses the importance of maintaining a positive work culture, even if it means making tough decisions that may impact profitability.

Safeguarding Company Culture

• Decisions made to safeguard company culture were challenging but crucial.

• Some decisions had potential long-term effects on profitability.

• Supporting and valuing employees is essential for preserving the company's culture.

Community Focus and Business Success

The conversation shifts towards prioritizing community relationships over profits, leading to enhanced business strength and profitability.

Community-Centric Approach

• Focusing beyond profits strengthens the company.

• Emphasizing community relationships leads to increased profitability.