May 8, 2008 / Issue #43
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Message from our sponsor
Vivox

Vivox is the leader in voice services for online games and virtual worlds. Vivox enables the developer to design an unprecedented unified, immersive communications experience to expand and strengthen communities, elevate game play, and provide new capabilities that drive revenue growth and enhance community. Vivox is the only voice service provider that enables developers to deliver a streamlined and immersive communications experience that is proven to be high quality and massively scalable. With industry-leading customers that include Sony Online Entertainment, CCP Games, K2 Network Linden Lab and others, Vivox delivers proven performance and immediate business results. For more information visit http://www.vivox.com.


Party with the Online Game Industry at ION!

In the last newsletter we spotlighted the gourmet menu we’ve carefully selected for all of our ION attendees. We can definitely say it sparked even more interest in ION, but to past attendees, the quality of the experience we offer is no secret. Many conferences don’t share this information, but we feel its part of the inimitable ION experience. We feel that stopping with just the lunches leaves us short of sharing everything we’d like to.

ION Networking Party is the place to be and the place to meet

Early Check-in and Welcome Reception – Entertainment by Seattle pianist Cara Hill

Early arrivals at the 2008 ION Game Conference venue on Monday evening, May 12, are greeted with a glass of French champagne and relaxing piano music. These early bird ION attendees not only have the chance to pick up their badge early, but they can relax and wind down after a long day of work or travel into Seattle. This reception will take place from 8 to 10 PM in the Library Lounge which faces Puget Sound.

Accompanying the champagne is a wide assortment of appetizers including baked brie, imported and local cheeses, Mediterranean trays, crudite martinis, smoked salmon bagel bites, oysters, stuffed mushrooms, Vietnamese spring rolls, sun-dried tomato & feta phyllo, and sea scallops.

The Welcome Reception is sponsored by GNi.

Official Conference Party at the Seattle Aquarium – Entertainment by Encore Four

Attendees can extend their networking into the evening hours at a one-of-a-kind party at the appropriately marine-themed venue, the unique Seattle Aquarium. The official conference party on Tuesday, May 13th, is open to all ION attendees from 7 to 10 PM.

Beer and wine will be served to quench the thirst, along with a diverse selection of appetizers: tandoori spice chicken & chipotle yogurt, Northwest oysters, spinach & feta phylo triangles, applewood smoked bacon wrapped scallops, teriyaki salmon with cilantro peanut sauce, vegetable & rice noodle spring rolls, peppered seared sirloin and more.

There’s even more ways to network and relax at ION than even these parties, starting with the speed dating-styled morning network breakfasts, to the very end of the conference, which concludes with a cash bar and a closing keynote by Alex St. John.

The parties have been planned, the agenda is set, and there are less than a couple days left to register online for one of the top networking and informative game industry events of the year. We look forward to having a drink and some fantastic hors d'oeuvres with you after hours at ION!

Cynthia Freese Peter Freese
Conference Director
ION Game Conference

Online Registration Ends Friday

Midnight deadlineFriday, May 9, is the last day to register online and guarantee your place at the historic second annual ION Game Conference May 13-15, 2008 in Seattle, Washington, where you'll have access to some of the best minds in the industry, face-to-face, at one exclusive event. ION will host over 100 speakers from leading online game development companies in keynote presentations, technical sessions, panel discussions, and interactive roundtables.

> Register online now

ION sessions deliver the in-depth knowledge you need to take your games to new markets, new platforms, and new levels of profitability. At ION, you'll have quality time with speakers and other industry leaders in an intimate environment, without being surrounded by posers and wannabe's. Check out some of the highlights from this year's session line-up:

For a complete list of sessions, visit http://www.ionconference.com/sessions.php

In additional to great sessions ION features networking activities like no other conference. Join us for our speed networking executive breakfasts, hosted by Jay Moore, where you'll enjoy fine food and conversation with other leaders in the online games industry. But don't delay, space is limited, and we're already selling out quickly.

Register Now

Presented by Evergreen Events, the 2008 ION Game Conference is the only annual game industry event with a laser-sharp focus on the rapidly evolving business of online game development on all its platforms. ION will bring online game developers and business leaders from around the world together to celebrate and further the online game ecosystem.


Top Ten Reasons to Attend the 2008 ION Game Conference

Countdown to IONTake a look at ten of the best reasons to attend the 2008 ION Game Conference this year. When you weigh and consider these benefits to jumping in, it’s hard to dismiss this unique opportunity. At ION you’ll have many opportunities to meet with a future business contact and learn about online game development trends and strategies and procedures you won’t hear about anywhere else. Pure networking, pure information, pure professionalism – in an upscale, fun environment. This is what game conferences should be about, and it is what ION already is. Don’t delay, register today!

Top Ten Reasons to attend ION '08

#10. Incredible amenities
#9. Networking opportunities galore
#8. First-class content
#7. Location, location, location
#6. Tight focus on online games
#5. Keynote lunches
#4. International viewpoints and networking
#3. Great value for the money
#2. Quality over quantity
#1. All your friends and colleagues are there

You can still catch the last train before it leaves the station! Online registration for ION remains available until May 9th. After that, only on-site registration will be available. Why wait? Look over the top ten reasons why ION should be on your calendar next week and find out why hundreds of your industry colleagues have already signed on for one of the best game industry conferences this year.

Register Now

Once you've registered for ION, we definitely recommend booking your stay at the official conference hotel, the Seattle Marriott Waterfront Hotel. Not only are you conveniently located at the center of all the official conference action, you’re staying at one of Seattle’s finest hotels.


Meeting of the Minds

Interview with David Lakritz: The Language of Localizing Online Games

David Lakritz, President & CEO, Language Automation, Inc., previews his “Top Global Markets for Online Games (and How to Speak to the Gamers) lecture at the 2008 ION Game Conference. Additionally, in this interview he tackles what has often proven to be a tricky subject for online game developers – localizing game titles to match the language and culture of an international market.

Paul PhileoPAUL PHILLEO: David, thanks for taking time to share your views about language, culture and content in globalization. Before we get to that, tell us a bit about yourself and Language Automation, Inc.

David LakritzDAVID LAKRITZ: Sure. I come from a Computer Science and Engineering background, and for a number of years I worked for some well-known Silicon Valley computer companies. One of those companies sent me to Japan for several years to participate in a joint venture at a large Japanese computer company. It was there that I developed an interest in Japanese culture, studied and learned the language and also had opportunities to travel throughout Asia. From this mix of linguistics and technology came the idea for Language Automation, Inc. — using technology to solve problems of language, globalization and global communication. A somewhat radical notion at the time considering that was 1993. Early on we recognized that the game industry was a natural area for us to focus, considering how important those issues were back then and now in 2008, how even more important they are today.

How does Language Automation, Inc., as a company that focuses on one particular step of the localization process, fit into the bigger picture of online game localization?

I'm glad you asked that question :-). Actually, LAI is not just concerned with providing localization services. Rather, we like to think of ourselves as covering the entire end-to-end localization process for online game developers. That includes consulting services to help online game developers set up and optimize their localization pipelines, providing software tools to improve productivity and efficiency, and of course, as a localization vendor, the actual localization service. We believe that only by having a broad perspective on the overall process can it be optimized and made more efficient. Some of these topics I touched on briefly in my presentation last year at ION/OGDC ’07. This is where my computer industry experience comes to play in all of this because my work was in the area of systems architecture and performance.

What do you feel is the single most important consideration developers overlook when attempting to localize an online game title?

Thinking about localization and cultural issues too late in the development process. Many developers think of localization as an afterthought and that it’s just about “translating” the content.

The most successful localized games are those where linguistic and cultural issues are considered early on during the creative part of game development. This is indeed a cooperative effort between the creative team and the localization team, and the earlier the two start collaborating, the better will be the end result. The more that can be done, the more the game will look like it was developed specifically for the target audience and that will give it the greatest chance of success.

In bottom line terms, are there occasions when it’s better to simply avoid adapting an online game for a radically different linguistic and cultural audience – regardless of how potentially large and lucrative that audience may be?

Yes, I think that could be the case. There’s always the risk that a game that has not been well-adapted culturally or linguistically will fail, which could adversely affect the brand and make it difficult for the developer to market games in the future. In some cultures, gamers are less likely to give a developer a second try if they've already had a bad experience.

Perhaps another way to think about it is if the target market is potentially that lucrative, then it’s probably worth the extra effort and investment to adapt the game for that audience. And that effort will be easier (and less costly) if the cultural and linguistic issues are considered early on in the development process.

Globalization has been a hot topic for many years at conferences, as a reflection of the increasingly international reach of interactive entertainment. Do you think the online game industry in particular has learned the lessons it needs to learn to effectively localize content?

If we compare the online game industry with, say, the software industry where globalization is also extremely important, we can see that the online game industry still has a ways to go. That’s no fault of the industry, but more the fact that we’re a very young industry and are just now beginning to deal with issues that the software industry has been struggling with for many years.

If you would, reveal what new insights you believe global game developers and publishers will learn from your lecture, “Top Global Markets for Online Games (and How to Speak to the Gamers)”.

I would hope that developers and publishers who attend my lecture will come away with a greater appreciation and sensitivity to the diversity of culture and language of their audience, and recognize that it's an area worthy of careful thought and planning, especially during the early stages of game development.

As a speaker and attendee, what do you hope to learn from other lectures and panels at the ION Game Conference this year?

Our industry changes so fast that it's easy to lose track of all the exciting developments happening elsewhere, especially when it's outside one's area of expertise. I look forward to attending many sessions, catching up with colleagues, and picking up new insights and perspectives from the other panels and discussions on globalization and localization.

> Discuss on the ION Network


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