Consumer technology localisation for international growth
The challenge
Speedlink develops a broad portfolio of consumer technology and gaming products, from peripherals and accessories to customer-facing digital content and product marketing materials. As the company expanded its reach across international markets back in 2005, it needed a language partner capable of supporting a growing volume of technical, commercial and product-related content while maintaining consistency across channels and markets.
Our work covered a wide range of product and brand communications, including product launches, gaming accessories, consumer hardware and brand-related marketing content. Projects included both customer-facing and product-focused material, often requiring terminology consistency across multiple products and content types. Product packaging translations in particular meant we had to make maximum use of phrasing to promote products and communicate their benefits when word space was restricted. We also had to ensure that terms like polling rate, refresh rate and Hall effect were translated correctly and a suitable description offered depending on the audience (gamer vs general user).
As with many fast-moving consumer technology brands, content needed to remain clear, technically accurate and aligned with the brand’s positioning while moving efficiently through production, marketing and localisation workflows.
Our approach
We established a structured localisation workflow tailored to the needs of a technology brand operating across multiple product lines. Our dedicated technical and marketing linguist ensured that both product functionality and brand messaging were communicated naturally in the target language while also utilising SEO and transcreation approaches to elevate the copy from functional to persuasive and benefit-led.
To maintain consistency across ongoing projects, we used dedicated translation memories and terminology management processes, helping preserve approved product names, technical terminology and recurring marketing language. This ensured continuity between product generations, updates and supporting content
Product and technical content
- Localising product information for consumer technology and gaming products
- Maintaining technical accuracy across product specifications, features and supporting content
- Ensuring terminology consistency across multiple product families and releases
- Using terms that gamers and users are searching for and also understand in context
Marketing and e-commerce support
- Adapting brand and product messaging for international audiences
- Supporting customer-facing content alongside technical product information
- Maintaining consistent language across digital, packaging and promotional materials
Contract translation
- Working with various teams on commercial contracts to establish a brand presence at retailers like Media Markt and Saturn
- Producing disclaimers and user terms and conditions governing safe product use and lawful competition entry
Workflow and quality management
- Using client-specific translation memories to improve consistency and efficiency
- Supporting native-format localisation workflows to minimise production bottlenecks
- Applying ISO-aligned quality assurance processes throughout delivery
The result
- Consistent product messaging across international markets
- Greater terminology consistency across product ranges and content types
- More efficient localisation workflows through translation memory and native-format delivery
- Clear, accurate product communications for both technical and consumer audiences
- A scalable framework to support ongoing international product and marketing activity
By combining technical expertise, terminology management and structured localisation processes, we helped Speedlink maintain clarity and consistency across a diverse portfolio of consumer technology products. The result was a dependable localisation framework that supports product launches, customer communications and ongoing international growth while reducing the effort required to manage multilingual content at scale.
Through referrals, our work with Speedlink expanded across the Jöllenbeck Group, to include ROCCAT (now Turtle Beach) from the brand’s very inception, Vicious & Divine and First WISE Media.
