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Multilingual-December 2006 Language | Technology | Business The telenovela goes worldwide The localization industry in Latin America: Argentina Instructional design principles for serious games Managing change across cultures Customer-loyalty strategies for LSPs Localizing casual games 01 Cover #84 925 DC EXP.indd 1 11/6/06 10:48:59 AM 02-03 ads #84.indd 2 11/1/06 8:52:12 AM `Tis the Season... This is a time for family and friends, not increased license fees and deployment hassles. Freeway is free, no budget required, or costs to justify. And it is web-based so TMs are synchronized in real time and upgrades are instant for everyone. There is no software to load or versions to manage. Where will Freeway take you? Find out how easily your translations can flow when your team www.GetOnTheFreeway.com is on Freeway. Enjoy smooth skating in 2007! GET ON THE FREEWAY today. FAST • CONNECTED • FREE 02-03 ads #84.indd 3 11/1/06 8:52:58 AM MultiLingual #84 Volume 17 Issue 8 December 2006 Editor-in-Chief, Publisher: Donna Parrish Managing Editor: Laurel Wagers Translation Dept. Editor: Jim Healey IN THE GLOBAL MARKETPLACE, Copy Editor: Cecilia Spence News: Kendra Gray, Becky Bennett Illustrator: Doug Jones Production: Sandy Compton Cover Photograph: Doug Jones Webmaster: Aric Spence Assistant: Shannon Abromeit Intern: Callie Welch Advertising Director: Jennifer Del Carlo Advertising: Kevin Watson, Bonnie Merrell Editorial Board Jeff Allen, Henri Broekmate, Bill Hall, Andres Heuberger, Ken Lunde, John O’Conner, Mandy Pet, Reinhard Schäler Advertising [email protected] www.multilingual.com/advertising 208-263-8178 Subscriptions, back issues, customer service [email protected] www.multilingual.com/subscribe With business moving at lightning speed, you need Submissions, letters the expertise of a partner experienced at navigating the [email protected] evolving global landscape. Our three decades of quality- Editorial guidelines are available at focused, advanced solutions have resulted in long-standing www.multilingual.com/editorialWriter client relationships. While other localization companies Reprints: [email protected] have come and gone, Merrill Brink International continues to lead with service and technology developments that MultiLingual Computing, Inc. keep our clients right where they want to be – ahead of 319 North First Avenue, Suite 2 the competition. Put us to the test and benefit from Sandpoint, Idaho 83864-1495 USA expertise that makes a world of difference. [email protected] www.multilingual.com © MultiLingual Computing, Inc. All rights reserved. Reproduction without permission is prohibited. For reprints and e-prints, please e-mail [email protected] or call 208-263-8178. MultiLingual (ISSN 1523-0309), December 2006, is published monthly except Apr-May, Jul-Aug, Oct-Nov for US $58, interna- tional $78 per year by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals postage paid at Sandpoint, ID and additional mailing offi ces. POSTMASTER: Send address changes to MultiLingual, 319 North www.merrillbrink.com First Avenue, Suite 2, Sandpoint, ID 83864-1495. Translation | Localization | Internationalization | Globalization 4 e-Learning | Custom Solutions 04 Masthead #84.indd 4 11/1/06 8:55:01 AM u ti in ua M l L g December 2006l Language | Technology | Business #84 Volume 17 Issue 8 QUp Front QFeature Articles Q 6 www.multilingual.com Q Language Focus Q 7 Post Editing 37 The telenovela goes worldwide QNews — Carlos Contreras 42 Spanish for the US: Q 8 News What fl avor do we want? Q 20 Calendar — Beatriz Bonnet QReviews QBusiness 22 Lingotek — reviewed by Ignacio 45 The localization industry Garcia & Vivian Stevenson in Latin America: Argentina Up Front 26 The Unicode Standard, Version 5.0 — Charles Campbell — reviewed by Richard Gillam 62 Localization World: Bonjour, Montréal! Q Columns and Commentary — Laurel Wagers 65 Customer-loyalty Off the Map — Tom Edwards 29 strategies for LSPs 32 World Savvy — John Freivalds — Emilie Achard & Joseph Gomes 34 Step by Step — Kit Brown 69 Managing change across cultures 90 Takeaway — Teddy Bengtsson — Erik Granered 73 Controlling the workfl ow Q81 Buyer’s Guide in translation projects — István Lengyel 89 Advertiser Index QIndustry Focus About the Cover 49 Instructional design This 50-piece gambling stick principles for serious games game with deerskin pouch — Valerie Hainley & Jaime Henderson is from the Haida tribe of 53 Localizing casual games Vancouver Island on the Pacifi c coast of Canada. — Frank Dietz The creatures inscribed 56 Games: quality, localization around each maple stick are mythical and familiar and the world market animals from the Haida — Pearse Finegan culture. From the collection of the McCord Museum, Montréal, Québec. Q79 Basics www.multilingual.com December 2006 MultiLingual 5 05 Contents #84.indd 5 11/1/06 10:58:24 AM on the web at www.multilingual.com e-Books GEORGE BELL’S MONUMENTAL INDEX OF CHINESE CHARACTERS WITH ATTRIBUTES, including Unicode references, is now available Free downloads on CD in fully searchable pdf format. NEED ONE OF OUR GETTING STARTED Index of Chinese Characters With Attributes GUIDES? Any or all can be downloaded contains characters found in the Xiandai Hanyu for free at www.multilingual.com/gsg. Choose Cidian (XHC), a dictionary in com- screen-quality pdfs for slower connections or mon use in China. English print-quality fi les for best reproduction. We translations of entries in encourage you to view and share these re- Index of Chinese Characters the XHC and the Ci Hai, With Attributes sources which have proved invaluable for In fully searchable pdf format and including Unicode a larger all-Chinese clients, novices and professionals in need of A quick and dictionary, have been easy index refresher courses. We have extra printed (FPSHF&#FMM made by Joy Zhao XJUI+PZ;IBP3PV[FS copies of some of these guides. If you are in- Rouzer as necessary terested in receiving printed copies, please to complement the def- contact [email protected] initions found in the dic- MultiLingual Press fi © George E. Bell • All rights reserved OUR RESOURCE DIRECTORY 2006 AND tionary sources acknowl- EDITORIAL INDEX 2005 can be down- edged in the bibliography. loaded at www.multilingual.com/resource Directory at no cost. This is a handy way to This publication, an invaluable resource for stu- fi nd information published in MultiLingual dents of Chinese, is available from MultiLingual in 2005 and a great list of resources for Press at www.multilingual.com/eBooks your language and technology needs. How to use www.multilingual.com GO TO the home page to see daily news updates and links to new website content as well as current job postings. RESEARCH past articles by looking through our list of online articles at www.multilingual .com/featuredArticles FIND a technology or service by searching our database of over 1,600 industry resources at www.multilingual.com/industryResources KEEP UP TO DATE with current industry news at www.multilingual.com/news PLAN your travels by checking the calendar of events at www.multilingual.com/calendar 6 | MultiLingual December 2006 [email protected] 06-07 Web & PE #84.indd 6 11/1/06 9:02:26 AM Laurel Wagers Post Editing Games, fun, Spanish. Seriously. Games, we are reminded, are for fun, for profi t and often for learning. When I tried to trim a Sim City budget, I learned quickly that if you underfund the highway department, you spend all your time patching streets. Zone for heavy industry, and pollution problems arise. The Sims who keep the city going start to leave. Setting the game speed Gto “African Swallow,” I can watch that little city thrive or decay onscreen — decades or centuries whisking by in minutes. It makes an impression. It’s a micro-mini version of the computer simulations being used to predict the where and how of global warming, population shifts and other world changes. Meanwhile, on a handheld translator I can play Hangman in nine languages — including Spanish, French, Czech, Portuguese, Russian and Hungarian — to pick up or reinforce vocabulary. Other people are deep into complex role-playing games, and some of those players are earning real-world money by acquiring virtual goods, skills and even “real estate” that they sell to other players. Because the game structure is an effective way to deliver information and to help users learn skills, games are being developed and used in a multitude of social, political, SEASON’S GREETINGS military and medical situations worldwide — such as America’s Army; the United Nations AND BEST WISHES World Food Programme’s Food Force (see MultiLingual September 2006), which is being TO ALL OUR FRIENDS translated into a bevy of languages; the forthcoming PeaceMaker (www.peacemaker game.com, www.impactgames.com); A Force More Powerful (www.aforcemorepowerful .org, www.afmpgame.com); the medical game Re-Mission (www.hopelab.org), in English, French and Spanish. In Darfur Is Dying (www.darfurisdying.com), the player takes the role of a Sudanese refugee trying to survive in a camp. The Serious Games Initiative (www.seriousgames.org) provides information and resources to link the game industry and projects that use games in education, training, health and public policy. Its branch sites are Games for Change, Games for Health and Serious Games Japan (in Japanese). In this issue’s focus on games we look at the variety in the gaming world, from the role of instructional design in serious games with Valerie Hainley and Jaime Henderson, to the localization of casual games with Frank Dietz, and the business and development of the game industry and of computer game localization with Pearse Finegan. Spanish, one of the world’s most-spoken languages, has many facets. In this issue Carlos Contreras describes the Latin American entertainment phenomenon, the telenovela, which has spread in translation around the world and is hitting the United States like a storm this television season (Ugly Betty, Fashion House and others).
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