Behind this project are the composers Hans Zimmer (Inception, The Dark Knight), Joe Hisaishi (My Neighbor Totoro, Spirited Away) and (The Lord of the Rings). And now Tencent Gamesthe large international multimedia company, and Level Infinitethe publisher behind this game, is bringing it to Mexico, as part of the game’s global launch on June 20.
We talk with Andro Miralriocountry Manager Mexico at Tencent Games, about the efforts behind bringing a very successful product in Asia to Latin America, to guarantee a successful launch and growth during the following years.
It’s not just translating
It might be thought that to bring a video game to a new market it is enough to translate the dialogue texts and menus into Spanish, keeping the rest of the material intact. But it is much more than that.
Tencent Games invested in a complete localization work for Honor of Kings to make it successful in Mexico. This implies, in addition to the translation of texts, dubbing work with local talent and making cultural references, so that they resonate with the target audience.
“We have more than 70 voice actors,” says Andro. “I come from the voice-over industry. It is locating. “A company was hired in Mexico, which has dedicated a lot of time and quality to each of the characters, each of the details, so that it is liked by the entire audience in Latin America.”
The Mexican market, Andro tells us, likes to be served directly; see and recognize themselves in cultural products even if they come from other countries, and that is why it is so important to use local dubbing actors.
Although localization is only part of the launch, Andro tells us that Level Infinite and Tencent are working on the brand having a presence in more events and taking advantage of the e-sports component it has to increase its popularity among the community fans of these competitions. .
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