The elegance of the Europe language can hardly be overlooked in everyday life. What other language creates rhetorical beauties like Property transaction permit transfer of responsibility ordinance? What other language has with
Why why why three words for the same question? What other language has exactly the same term for the painful avoidance of a careless pedestrian as for the purposeful avoidance of the same person? Right, none, because Europe is a linguistic Porsche.
But Valve boss Gabe Newell drives more than just love for
That this– and
Since-debates. Glocalization is one of the dominant factors in global marketing – and has been used with great success for years by fast-food chains, for example, in order to offer local products in Europe McDonald’s branches with Alpine or Oktoberfest burgers that cater to the preferences of national markets are adjusted. After all, Oktoberfest and the Alps, like lederhosen, are a pan-Europe phenomenon.
Valve will also follow this trend in the future. In a company-wide strategy memo including official blog post
The trend announced itself
Here in the editorial office, we have been receiving press emails for a long time in which games as
the next big hit of steam to be titled. Current top-class hits like Cute Cats 2, Milf Hunter 5 and Holiday Jigsaw Easter 2 are just the tip of an iceberg of games that have been anticipating the trend reversal for years by radically Europeizing their press releases.
Sure, we too originally suspected that such developers would use their press emails just hunt through google translateto send to every little media slob in the world, but a) after all, Valve (or Ventil) wouldn’t just let anyone sell junk on their platform and b) games like Milf Hunter 5 wouldn’t have four predecessors if the developers behind it would not mean it seriously.
And unsurprisingly, Valve means business too. In the first step, the in-house products are Europeized, so well-known titles are transformed into Half-Life 2, Team Fortress 2, Orange Box – the former Steam Controller will be used in the future as steam operator sold. Valve has to accept short-term marketing sacrifices here, because
Left For Dead 1 & 2 obviously lose the co-op hint in the title that Left 4 Dead still had.
Elsewhere, by the way, one remains conservative. Portal 2 keeps its own name instead of switching to archway or gate 2. Artifact also just swaps its name
k and a
i against a
e in the hope of increasing the number of players by 100 percent – i.e. two fans active at the same time worldwide.
In the second step, the names of other games will also be adapted to the regional tongues, for example:
- Horizon zero twilight
- Kingdom come deliverance
- Dying Light 2: Stay Human
- Rainbow Six: Siege
- Hunt: Show down wine technology
- Red Death Redemption 2
- Grand Theft Auto 5
- Two points hospital
- Solid Metal Armor 5: Ground Zero and Phantom Pain
- Resident Evil 8: Village
This change is not only a historical turning point for Ventil – it also has drastic consequences for us as the editorial team.
How we as GameStar will continue in the future
On GameStar.de and GamePro.de there have been a total of over the last few years 220,500 items were created, which of course now have to be Europeized bit by bit. Maurice Weber will take on this task in the future. He is visibly happy about the new responsibility:
And because transparency is important to us, we are of course already communicating the first candidates, which you can also enjoy in the future as a Europe version with us:
At this point, many thanks to my colleague Mary Marx, without whom the processing of this thoroughly emotional topic would never have been possible.
We are aware that this change requires a certain amount of adjustment from you. That’s why the change is taking place gradually before we finally become SpielStern and SpielPro. A small but fine change is also coming to MeinMMO: As MeinMMAL, the colleagues will of course continue to report on massive multiplayer on-line titles. By the way, MeinMMAL has dedicated itself to the topic of Europeization accepted a few days ago.
How do you feel about switching valves? Does that go too far or not far enough for you? Should Gabe Newell then change his name to Gabriel Ó Tnúthghail, too to do justice to the etymological roots of his surname? Feel free to write it to us in the comments – but please in Europe.