#214 Terra Translations CEO Marina Ilari on Why Game Localization Is Her Passion

SlatorPod

Marina Ilari, CEO of Terra Translations and Terra Localizations, joins SlatorPod to talk about her professional journey and the world of game localization.
The CEO shares the strategic decision to create Terra Localizations in 2008 to cater specifically to the gaming industry's requirements. She attributes the company's growth to the ability to offer boutique-level services while scaling efficiently to handle larger projects.
Marina discusses the complexities of game localization, which requires specialized project managers, linguists, and QA teams. She explains that clients range from indie game developers, who might have budget constraints but are deeply invested in quality, to large publishers who finance and market games globally.
The podcast also touches on the challenges of marketing and competing in the game localization industry against both small and large players.
Addressing the impact of AI and other technologies, Marina acknowledges their role in creating efficiencies and advancing tasks within the localization process. However, she underscores the importance of ethical and responsible use of AI, particularly in a creative and culturally sensitive field like game localization.
Marina also talks about Terra's new HR service offering, Terra Team Up, which emerged from a client demand for recruiting and consulting services, primarily targeting the Latin American talent.
Marina concludes by reflecting on the importance of staying true to the company's values and culture, which she believes has been key to their sustained growth and success.

Chapters

1. Intro (00:00:00)

2. Marina's Background and Journey (00:00:56)

3. Marina's Passion for Gaming (00:02:28)

4. Overview of Terra Translations & Terra Localizations (00:04:36)

5. Managing Two Brands Under One Umbrella (00:07:23)

6. Competing in the Game Localization Market (00:08:45)

7. Insights into the Game Localization Process (00:10:13)

8. Sales Strategies (00:12:26)

9. Language Trends in Game Localization (00:14:12)

10. Cultural Adaptations and Fan Preferences (00:15:15)

11. Role of AI in Game Localization (00:17:47)

12. Localizing the Metaverse (00:20:45)

13. Insourcing Vs. Outsourcing Game Localization (00:24:33)

14. Talent Management with Terra Team Up (00:25:49)

15. Navigating Regulated Industries (00:27:26)

16. AI Integration and Importance of Expertise (00:29:36)

17. Company Growth and Roadmap (00:31:31)