The cost of being misunderstood

In Other Words · Jul 23, 2026 · 44m

In a market where 130,000 games compete for attention on Steam Store, and players can get a full refund with a single click, a poor language experience can cost you the player before the game even starts. Tamara Tirják spent a decade building the localization program at Frontier Developments, one of the UK's leading game studios, before moving into independent consulting and research. On this episode of In Other Words, she joins host Jason Hemingway to share what that decade taught her about the business cost of getting language wrong.

Tamara explains why localization is almost always where…