Becoming Your Own Translation Agency

So, you want to save 20%-50% on translations, cut out the middleman, and work directly with freelance translators.

Not only will you save money, but you'll also speed up delivery by ensuring smooth, direct communication. Plus, you'll have full control over your project.

Here, I’ll guide you on how to build your own localization department.

Setting Up an Internal Localization Department

The biggest challenge in translation is that anyone can call themselves a translator. Many poor translators exist, and there isn’t a straightforward way to distinguish the good from the bad. However, some indicators can help. Note: This text is long and involves some generalizations—there are always exceptions to every rule.

The Basic Criteria

Rates
Be cautious of translators offering rates lower than 0.07 euro per word for Western languages. Unless they live in India, this is not a sustainable rate, suggesting either desperation (no clients) or a hobbyist approach (no professional experience). On the other end, rates above 0.14 euro might indicate a translator who usually works in higher-paying fields (e.g., patent translations). A typical game translator charges between 0.08 and 0.13 euro per word. Note that Japanese and Chinese translations are typically more expensive.

Experience
I've been translating full-time for 29 years, and I’m still learning. When I review my work from just three years ago, I still find room for improvement. This trend will likely continue throughout my career. Generally, a translator should have at least five years of experience before taking on direct clients. Less experienced translators are better off working with agencies that provide proofreading and feedback procedures.

References
Professional translators should be able to provide references—clients who have outsourced large-scale projects with satisfactory results. Verify these references. Some translators list companies like Microsoft on their resume after translating a Microsoft manual for a local agency, even if they’ve never worked directly with Microsoft. Ask for both direct and indirect references.

In game localization, some agencies forbid translators from mentioning the games they have localized in their resumes. While this can sometimes be due to non-disclosure agreements, it often serves to protect the agency's role as a middleman.

Unrealistic Claims
On average, a translator handles about 2,000 words per day for Western languages. Fast translators can manage 4,000-6,000 words. Claims of higher quantities over extended periods are either unlikely, indicate dubious quality, or suggest guesswork.

Education
A good translator usually has either a strong technical background (e.g., game development) paired with linguistic experience (e.g., writing software manuals) or a strong linguistic background (e.g., an MA in translation) paired with technical experience (e.g., gaming).

CAT Tools
Computer-Assisted Translation (CAT) tools are designed to help translators maintain consistent terminology and style (not to be confused with Machine Translation tools like Google Translate). If your game has many menu options or recurring references, CAT tools ensure the translator uses consistent terms. They also offer discounts for repeated content in future updates. Serious translators typically invest in at least one CAT tool, which can range from a few hundred to several thousand euros. Using a CAT tool is a sign of a translator who takes their career seriously.

CAT tools can be complex, so it’s best to leave the technical aspects to the translator initially. However, they should at least own one and know how to use it. Save negotiations on repetitions for later once you understand how these tools work. I developed my own CAT tool, called CATOTITUDE.

Gathering Quotes

Now that you know the basic criteria, it’s time to gather resumes and quotes. This process is a bit time-consuming but only needs to be done once. View it as a long-term investment that can save you 20%-50% on translations for years to come. Use platforms like LinkedIn to find candidates.

Next, offer a potential job. Specify your source/target languages and some basic requirements (e.g., game experience, a sample text for them to translate). After a few days, you’ll have received several responses. Check if they meet the criteria above. If not, discard the resume. The remaining candidates will be tested.

Ask all candidates to translate a short sample text (around 300 words). Make sure to provide context and choose a section that isn’t too easy. If your game includes dialogue, pick a passage with wordplay or obscure slang to see how creative the translators are.

Judging the Sample Translations

If an agency in New Zealand outsources a translation from English to Danish, chances are they lack in-house staff to evaluate the quality. Agencies often use a second or even a third external translator for quality checks, ensuring fairness and preventing competition among translators for new clients.

Language isn't like mathematics. A translation may have correct spelling and grammar, yet still lack the fluency of an original text. Discussions about style can be subjective, so during the initial phase, focus on grammar and spelling only.

Have the sample translations reviewed by other translators who responded to your job offer. This will cost about 30-40 euros per language. If you have no budget for this, skip this step and proceed to the final test. Otherwise, proceed with this step and instruct reviewers to concentrate on grammar and spelling, providing arguments for every mistake they find.

Give the same translations to a second reviewer, repeating the process. Now, you’ll have two proofread versions of each sample translation. Here’s a simplified example:

Translator 1: Sample Translation
Translator 2: Review. Liked Translator 1's work, found no errors.
Translator 3: Review. Dislikes Translator 1's work, claims it's full of mistakes but provides no arguments.

Translator 2: Sample Translation
Translator 1: Review. Dislikes the style, finds one spelling mistake with dictionary reference.
Translator 3: Review. Dislikes Translator 2's work, claims it's full of mistakes but provides no arguments.

Translator 3: Sample Translation
Translator 2: Review. Finds 12 spelling and 2 grammar mistakes, all cited with dictionary references.
Translator 1: Review. Finds 14 spelling and 3 grammar mistakes, all cited with dictionary references.

Who’s your ideal candidate? Translator 1. Translator 3's work contains numerous errors, and their reviews lack substantiated arguments. Translator 2 comes second.

The Final Test

Now, show the sample translations to your users or agents and ask for their opinions. Since they aren't professional translators, you can't expect detailed feedback, but you’ll get a general sense of the quality. Make sure they assess the translation as it is, not as they think it should be. Be wary of users dismissing translations just because they "aren’t used to them."

Usually, users will confirm that Translator 3's work is poor, Translator 2’s is acceptable, and Translator 1’s is excellent. If none of the translations pass muster, you’ll need to test more candidates.

Regular Check-Ups

It’s wise to periodically check the quality of your translators' work. Some spend hours on a sample translation but rush through actual projects. Initially, pick 300-word samples from their work and have them reviewed weekly, then monthly, and finally annually.

Final Remarks

Don’t Attack Translators
If another translator or user criticizes a translation, give the translator a chance to respond. Be diplomatic: "Someone has mentioned this issue; I’m interested in your perspective." Make sure they provide valid arguments. Remember, style is subjective. Focus on grammar and spelling.

Copying and Pasting Translations
Never cut corners by copying previous translations without consulting the translator. This can lead to disastrous results. In one case, "space" (meaning "the universe") was mistakenly used for "spacebar," instructing users to "press the universe." Always consult your translator for accuracy.

Using CAT Tools
Ask your translators to regularly send translation memories from their CAT tool (only those translations done for you). Learn about CAT tools for future use, but avoid using translation memories until you fully understand their pitfalls and possibilities.

What’s a Mistake vs. Malpractice?
Translators are human and make mistakes. Don’t fire a translator over one or two errors. More than one mistake per 500 words is considered substandard. If the translation has significantly more errors, you can refuse payment.

Payment Terms
Pay translators within 30 days, just as you would expect to be paid. Delayed payments can damage your reputation in the translator community, making it hard to find quality translators in the future.

Always Proofread and Playtest
Many perfect translations are ruined by the client during implementation. Always have the final result proofread and playtested by your translator.

Good luck!

Loek van Kooten
Your English/Japanese-Dutch game translator