My conversation with Kathrin Bussmann about Localization in the videogames industry

Jan 7

Jan 7 My conversation with Kathrin Bussmann about Localization in the videogames industry

The Worldly Marketer Podcast is a great show hosted by Kathrin Bussmann. She's a great podcaster and very very knowledgeable about the Globalization, Localization and Digital industry. She has a weekly podcast that I find very educative. She talks to different professionals and the info shared it's very inspiring.

A few weeks ago I was fortunate enough to be in Kathrin show, we talked about the in and outs of the video games industry. If you are curious to know what we talked you can find the interview here.

And please do subscribe to the show, you will not regret it :)

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Mar 21, 2026

The Arrival Fallacy: I’ll Be Happy When People Understand Localization

Reading The Myths of Happiness reminded me of the arrival fallacy: the belief that once we reach a certain goal, everything will finally feel solved. In localization, that can look like waiting for the day when people will finally understand what we do. But organizations keep changing, so that moment may never fully come. And maybe accepting that is exactly what helps us stay grounded, avoid frustration, and keep moving forward.

Mar 14, 2026

Who pays the party? Why Localization budget ownership matters

In many companies, the localization budget does not sit with the localization team. At first, that may seem like a small detail. But over time, it changes how localization influences strategy

Mar 7, 2026

Localization metrics are easy to define, hard to track

Defining localization metrics is relatively easy. In many cases, a team can write a reasonable list during a workshop, like the ones I mentioned above, or during a strategy session. The conceptual part of what to track and why rarely takes long. The real difficulty appears later: HOW you actually obtain those metrics.

Feb 28, 2026

Is Localization just a button?

AI will not eliminate (initially) localization roles, but it is reducing the time spent on certain tasks. What once took hours can now take minutes. That creates capacity.We can treat that time as a cost savings or reinvest it. If nothing meaningful replaces it, the value of the role will eventually be called into question.Jobs do not disappear because tasks are automated. They disappear when the value is not redefined.

So the real question is: what can you do now with the time AI gives you that wasn't possible before?

Feb 21, 2026

In-context review vs. LQA: stop treating them like the same step.

The world of localization is full of small, hidden details.

Some things are deeper than they seem, and I often see between in-context review and LQA in the world of Localization. They might seem the same, but if we scratch beneath the surface, we'll see they're not what they seem.

In this post, I want to focus on explaining the differences between in-context review and LQA, which is something I see being confused quite frequently, and although the tasks are similar ... they are not the same.

Feb 14, 2026

In the age of AI, Localization must operate at 2 layers to stay relevant

AI is not eliminating localization. But it is removing the illusion that execution alone is enough.

Layer 1 accuracy, delivery, quality was our playfield. Now AI scales it faster and cheaper. And when value is framed only around execution, the conversation shifts to cost and headcount.

Meanwhile, executives focus on retention and growth.

That’s Layer 2 cultural impact.

In the age of AI, localization must operate in both.

Feb 7, 2026

Localization was never just a tooling problem

You need a solid localization tech stack before you can build a global digital product. Tools that help manage content, automate workflows, ensure consistency, handle volume, control quality, and scale across languages are essential. Without them, everything becomes slower, more expensive, and harder to manage. Today, we have great tools to support all of this. And yet, despite all these changes, something fundamental hasn’t changed in the ingredients that define good localization.

Jan 30, 2026

A translated product is not yet a global one

Outside the circles of localization and globalization, translation is still seen as the step to go global. As if adapting the language automatically creates a global product. As if users in new markets will suddenly feel at home just because the words are no longer in English. In reality, that’s rarely how it works. Users don’t experience products in pieces. They experience prices, payments, support, content, and expectations all at once. Adapting the language is an important start. Still, users experience the product as a whole. If only the words change, they will naturally notice the parts that didn’t.

Jan 24, 2026

Are you translating content or are you managing the content ?

For a long time, localization was treated as a pure execution task: translate fast, deliver on time, and stay invisible. That model worked when content volumes were lower and speed was the main challenge. As AI becomes part of everyday workflows, this approach is no longer enough. Translation itself is not the hardest part anymore. The real challenge is deciding what content deserves attention and how AI fits into the broader content ecosystem. This shift highlights a deeper change: moving from simply translating content to actively managing it.

Jan 16, 2026

Stop explaining Localization. Start explaining the impact.

Localization professionals often focus on translation quality and best practices, but decision-makers care about customer impact and revenue. If we frame localization as a cost, it risks being deprioritized. Instead, we must highlight its value driving engagement, trust, and business growth.

Jan 7 My conversation with Kathrin Bussmann about Localization in the videogames industry

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