Game Localization Provider All-in Global Acquires Rival Translation Royale

Gaming Localization Provider All-in Global Acquires Competitor Translation Royale

Game localization provider All-in Global has acquired iGaming localization company Translation Royale. The acquisition was finalized on September 1, 2023. 

All-in Global CEO Tiago Aprigio told Slator that Translation Royale, which has offices in Germany and Singapore, approached All-in Global to discuss a possible deal.

“This strategic move enables the previous management of Translation Royale to concentrate on their other marketing services under the brand wegotgame,” Aprigio explained. “In parallel, it empowers us to expand and enhance their existing language services for the iGaming sector.”

While Translation Royale’s leadership, including owner Sebastian Scheplitz, will leave to focus on separate ventures, the brand will remain for the time being. Aprigio credited “great work on SEO and branding done prior to the merger” for positioning the brand strategically within the industry.

AIG’s total headcount is 28 FTEs, although the company declined to comment on whether this includes any former Translation Royale employees. AIG has locations in Malta and Portugal. 

All-in Global, originally All-in Translations, was founded in 2008 by sports journalist Roy Pederson. According to All-in Global’s origin story, the inspiration for the company came when Pederson visited online sports betting and poker platforms and noticed “the terrible quality of translations.”

Since its start, the company has grown to incorporate more services, including writing, SEO, and audiovisual services, prompting a rebrand from All-in Translations to All-in Global in 2019.

More specifically, All-in Global now handles more than 85 languages, a handful of which are also available with two options for translation workflows: AI and human. (These are, as expected, high-resource languages, such as Simplified Chinese, Canadian French, some varieties of Latin American Spanish, and standard German.)

Money-Makers and Growing Markets

Financially, AIG expects the acquisition to boost its revenue by 10%, contributing in part to the company’s target 2023 revenue of EUR 4m (USD 4.4m) by the end of its FY 2023-24, in July 2024. 

AIG’s 2022 revenue was EUR 3.6m, while TR pulled in about 10 times less — EUR 338,000.

“Expanding our suite of translation and content writing services presents an opportunity to drive additional growth within these accounts,” Aprigio said.

AIG has already seen demand for Asian markets grow “exponentially,” he added, “as well as some LatAm regions.” The most in-demand languages for translation included Chinese, Brazilian Portuguese, and Korean. 

The market for content writing stretches from North America (US and Canada) to Europe (Sweden, Finland, Italy, the Netherlands, Denmark, and the UK), as well as Brazil and Japan.  

AIG first experimented with building machine translation engines specifically for gaming in 2019, and began providing these specialized services to clients in 2022. 

Aprigio quantified the improvement thus far: “Our analyses have demonstrated a remarkable increase in quality, showcasing a 19% improvement when contrasting a client’s personalized engine with a generic machine-translated output.” 

In 2023, AIG introduced clients to a “user-friendly translation portal” called CRAIG, which features a “customized self-service engine for instant translations” continually improved with post-editing by humans. 

The company is already at work on a newer version, CRAIG 2.0, designed to integrate custom MT engines into “live environments,” but has not shared an expected release date.