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2025 Case Study: How ECI Games Helped Launch Apex Legends in China

All Rights Owned by EA


Background

We were approached by Respawn Entertainment (Under EA) to localize Apex Legends into Simplified Chinese.

The project faced multiple challenges:

  1. Misaligned initial expectations regarding the game’s connection to Titanfall.
  2. Unpredictable text delivery schedules and fragmented workflows.
  3. Limitations of the client-mandated CAT tool (Wordbee).
  4. Delays in reference material and query responses.
  5. Slow feedback cycles on translation quality.

Project Scope

Source Language: English

Target Language: Simplified Chinese

Content Types:

  • In-game UI, menus, and system messages
  • Character dialogues, lore, and abilities
  • Marketing and promotional materials

Challenges

Misaligned Expectations - Apex Legends vs. Titanfall:

Initially, the client’s localization team described Apex Legends as "related to Titanfall," leading ECI Games to assume it was directly related. However, upon receiving the text, the team realized:

  1. Gameplay differed significantly (battle royale vs. traditional FPS).
  2. Tone and terminology were unique (e.g., "Legends" instead of "Pilots").
  3. Lore connections were subtle, requiring deep familiarity with Titanfall’s universe.


Unpredictable Text Delivery & Scheduling Issues:

  1. Text Provided in Fragments: No long-term schedule was available.
  2. Deadline Confirmation: Deadlines were confirmed upon text delivery, making resource planning difficult.
  3. Frequent Rush Requests: Created difficulties for team efficiency.


Limitations of Wordbee as a CAT Tool:

  1. Poor Translation Memory and Termbase Integration
  2. Clunky Collaboration Features
  3. Limited QA Functions


Delayed Reference Materials, Query Responses, and Feedback:

  1. Long Turnarounds for Style Guides, Glossaries, and Lore Explanations.
  2. Query Turnarounds: Often taking days or weeks to resolve.
  3. QA Feedback: 2-3 Months to receive QA feedback, limiting usefulness.

Solutions & Results

Onboarding Subject Matter Experts (SMEs)

  • Collaborated with a former Titanfall SME to ensure lore accuracy.
  • Recruited a new SME familiar with Apex Legends to guide terminology.
  • Obtained EA’s Titanfall localization assets for reference.

Result: More consistent translations aligned with Apex Legends’ unique style.


Stabilizing Linguistic Team & Enhancing Internal QA

  • Assigned a dedicated team of pre-vetted translators.
  • Conducted weekly internal reviews to catch errors early.
  • Held post-feedback workshops to implement client corrections.

Result: Enhanced consistency and fewer revisions needed.


Switching from Wordbee to MemoQ

  • Negotiated with EA to use MemoQ, a more robust CAT tool.
  • Benefits included, better translation memory leverage, smoother real-time collaboration, and advanced QA checks for errors.

Result: 20% increase in Linguist efficiency, fewer consistency issues.


Proactive Query Resolution & Documentation

  • ECI’s SMEs and PMs answered queries internally when EA responses were delayed.
  • Created a knowledge base of resolved issues for future reference.

Result: Faster turnarounds and reduced dependency on client responses.

Negotiating More Frequent Client Feedback

  • Agreed with EA to provide bi-weekly QA reports instead of quarterly.

Result: Faster adjustments to meet EA’s expectations

Results: Measurable Success & Client Impact

  1. Client Satisfaction: EA praised the accuracy and cultural adaptation of the Chinese localization.
  2. Critical Acclaim: Apex Legends became one of the most popular battle-royale games in China, with players praising its localization.
  3. Long-Term Partnership: ECI Games continued working on Apex Legends updates, demonstrating EA’s trust in our work.

Final Outcomes:

  1. A critically acclaimed release in China.
  2. A satisfied client (EA) that trusted ECI Games for future projects.
  3. A proven localization framework for handling large-scale, unpredictable game localization.

Key Takeaways:

  1. Clear Communication is Crucial: Early misunderstandings about the game’s nature led to avoidable rework.
  2. Stable Teams Improve Quality: Dedicated linguists ensure consistency.
  3. The Right Tools Matter: Switching to MemoQ significantly improved efficiency.
  4. Proactive Problem-Solving Reduces Delays: Internal query resolution kept the project on track.
  5. Frequent Feedback Loops Enhance Quality: Faster QA cycles help refine translations in real time.
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