Beyond Translation

AI Localization Strategies for Games

A few days ago, I spoke with a game business lead preparing for a global launch.

“The global release is just around the corner, but we only received the translation script yesterday… Can we even make it in time?”

I reassured them with a smile, but I also understood the concern.

These days, global launches are no longer the exception, they’re the default.

Also, localization is no longer just about converting text. Today, it means faithfully adapting emotions, worldview, character dynamics, and gameplay experiences for every market. AI is playing an increasingly critical role in making that possible.

ℹ️ From Simple Translation to Contextual AI

At GDC 2025, Japan’s DMM Group, known for <Granblue Fantasy>, introduced “Algomatic,” its AI-powered localization system featuring autonomous agents.

Unlike traditional machine translation tools that rely on word-for-word substitution, Algomatic applies context-aware AI to understand intent, narrative structure, and emotional nuance.

Most conventional systems translate individual phrases directly. For instance, “Help me” becomes “Help me,” and “Hi” becomes “Hi.” This approach is fast but overlooks the broader context.

In games, however, understanding the intention or context behind dialogue — especially in emotional or symbolic scenes — is critical. In one example, the first letters of several dialogue lines formed a hidden message: “Help me.” A standard translator would miss this entirely. DMM’s AI recognized the embedded meaning and conveyed it naturally in English, preserving the scene’s emotional weight and narrative purpose.

This level of interpretation is possible because the system is built on large language models (LLMs) capable of reading the tone, structure, and purpose of a scene like a scriptwriter. The AI rapidly handles routine sentences, while human translators focus on emotional nuance and stylistic consistency, acting more like creative editors than mechanical transcribers.

The result is a collaborative localization workflow that maintains the emotional fidelity and storytelling intent of the original game.

ℹ️ How NCSOFT Localizes “Lineage W”?

At a recent AI Roadshow, NCSOFT shared its localization approach for global titles like <Lineage W>, focusing not just on language conversion but on delivering a consistent player experience across regions.

Their proprietary VARCO LLM enables real-time multilingual translation on global servers. For instance, when a Korean player types in chat, Japanese players see the message in natural Japanese. While technically this is server-side real-time translation, the user experience feels like seamless communication in a ‘shared language’. The AI is also trained to handle in-game slang and abbreviations with contextual accuracy.

Voice localization is equally advanced. Using text-to-speech and voice cloning technologies, character voices are automatically generated in multiple languages — complete with emotion, intonation, and cultural nuance.

These are synchronized with facial expressions and character animations, creating a cohesive emotional delivery across languages.

Example of real-time multilingual translation on a <Lineage W> global server

What’s particularly notable is their attention to cultural sensitivity. For example, the boss monster “Baphomet” was renamed “Caprikas” in English builds to avoid potential offense in Islamic regions. Similarly, holidays like “Chuseok” are preserved by name, rather than being loosely translated as “Korean Thanksgiving,” to respect local cultural identity. In this way, NCSOFT’s AI localization is less about translating words and more about designing consistent emotional and brand experiences for a global audience.

ℹ️ The Evolution of AI Localization

AI localization is no longer just about speed or cost efficiency. It now enables capabilities that directly enhance player experience. Two key technical advancements illustrate this shift:

■ Context-Aware Real-Time Translation

“In this scene, when the enemy dies, which fits better: ‘Finish him!’ or ‘I’m sorry?”

AI now interprets not just words but the full narrative and gameplay context in which they appear. Rather than translating phrases in isolation, it evaluates ‘why a line appears,’ how a character is feeling, and ‘what emotional or situational cues surround it.’

For example, if a character is visibly frowning, the AI adapts the phrasing to reflect that mood, ensuring the dialogue aligns with the scene’s emotional intent.

Context-aware translation captures the scene’s mood, tone, and character intent, ensuring that dialogue aligns naturally with the narrative. This is particularly powerful in story-driven genres like RPGs and adventure games, where emotional coherence is essential to player immersion.

■ Automated Voice Localization and Lip-Sync

"Translating this line into Chinese isn't difficult, but re-recording and matching the animation takes days."

This was a common concern I heard during work with game teams in China.

Traditionally, localization involved multiple separate steps: translating text, recording voiceovers, adjusting lip-sync, and retargeting animations — each time-consuming and expensive.

Today, AI can synthesize multilingual voice lines complete with natural emotion and intonation, then automatically synchronize them with facial expressions and gestures. Any change to a line update across the entire animation pipeline in real time.

Games are fundamentally emotional visual content. If a character’s voice and expression feel mismatched, the illusion breaks. And for a global title, that emotional consistency must be delivered equally across all regions.

That’s why AI localization is not just a tool for translation speed. It is a design capability, one that ensures ‘emotions,’ tone, and narrative intent are faithfully preserved and delivered at scale.

ℹ️ AI Localization by Genre

Each game genre demands a distinct approach to AI localization. The way players interact with narratives, mechanics, and interfaces varies significantly by genre, and effective AI must adapt accordingly. Below are key focus areas by genre:

■ RPG: Emotion and Immersion
Maintaining contextual coherence in branching dialogues, emotional arcs, and NPC interactions is essential. AI supports this by reading player choices and world progression to ensure narrative and emotional continuity.

■ Strategy Games: Information and Consistency
Precision and consistency are vital in terminology related to troop types, tactics, and historical references. AI helps maintain consistent terminology while adapting localized expressions to regional expectations.

■ Puzzle & Simulation: Speed and Repetition Optimization
These genres involve short, repetitive texts. AI excels in maintaining consistency and speed, particularly for UI messages, scoreboards, and pop-up texts.

■ Adventure & Visual Novel: Dialogue and Emotion
These genres rely on nuanced character dialogue and emotional tone. AI handles the initial translation pass, while human editors refine humor, metaphor, and cultural references to preserve the storytelling impact.

■ MMO & MOBA: Real-Time Communication
In globally connected environments, real-time translation and multilingual support are critical. AI facilitates instant translation for chat, announcements, and in-game events, ensuring seamless player interaction across regions.

♻️ Final Thoughts

The core value of AI localization lies in ‘eliminating friction.’ It is not simply about converting language but about preserving the emotional and experiential integrity of gameplay across cultures. Each genre brings unique localization challenges, and AI must adapt to the game’s design logic and player expectations.

Modern AI localization integrates real-time translation, emotional voice synthesis, and cultural sensitivity. It’s not just translation; it’s the design of globally consistent experiences.

In the next post, we'll delve deeper into AI localization.

※ Disclaimer: This content reflects the author’s personal views and includes only publicly available examples. It does not represent the official position of any company mentioned