Carmen Mangiron, a seasoned localizer for the Final Fantasy series, argues that video games localization deserves closer attention, as it imposes unique challenges that are different from those in conventional translation or software localization. She looks at the key features of video games localization, based on the popular title Final Fantasy X, and highlights some of the issues arising from this emerging field of localization.

The video games industry has flourished during the last few decades, and although the market is still relatively small, it is quite lucrative. While the cost of developing a video game typically runs between USD 1 and 3 million, it can easily generate USD 400 million or more at retail (The Online Games Market, 2000). One of the main characteristics of video games consumers is that they are very brand loyal. For example, fans of the Final Fantasy (FF) series will typically have bought all published installments of the game. The fact that Final Fantasy X sold 2 million copies in Japan in the first two days after its release indicates the level of devotion and blind faith that leads many gamers to buy a new game based purely on their knowledge of the series and its developers. In Japan, the release of a new video game title is reminiscent of a new album release by a teenybopper band, as near hysterical fans queue all night in order to buy the game as soon as stores open.

In Japan, the release of a new video game title is reminiscent of a new album release by a teenybopper band.