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English to Portuguese: New York Times article General field: Bus/Financial Detailed field: Gaming/Video-games/E-sports
Source text - English Nintendo may have stopped its sharp fall. To start climbing again, the video game company is expanding its playbook. On Friday, Nintendo released two products. One, the video game Super Smash Bros., follows the company’s traditional strategy of updating a top-selling franchise for a next-generation console.
But the other release, a collection of toy figurines that will interact with the game, brings the company into an already flourishing market – one that allows it to take more advantage of popular characters like Mario and Luigi.
Nintendo, a long leader in the video game industry, needs a new sales hit. The company reported a profit in its most recent quarter, but losses had piled up in recent years as consumers turned to less expensive games on smartphones and other mobile devices. And sales of Nintendo’s latest console, the Wii U, have been underwhelming. Only 7.29 million units have sold since November 2012, compared with more than 10 million for Sony’s PlayStation 4, which was released a year later.
Those struggles have led to calls for the company to move more aggressively into new product areas. With the figures, called Amiibo, Nintendo will be entering a toys-to-life market that grew 22 percent, to $425 million, in the United States in the 12 months that ended Oct. 14, according to the NPD Group, a market research company. Disney and Activision Blizzard dominate the sector, but analysts say there is room for Nintendo.
“You have this third player entering the market, with a huge stable of characters that are iconic,” said Liam Callahan, a games industry analyst at NPD. “They may actually grow the category by targeting a slightly older consumer” – ones, said, who grew up with those characters.
Toy companies had been trying for years to bridge the gap between physical and digital toys, applying different strategies but finding limited success.
Translation - Portuguese A queda acentuada da Nintendo parece ter chegado ao fim. Para começar a subir novamente, a empresa de videogames está expandindo suas estratégias. Na sexta-feira, a Nintendo lançou dois produtos. Um deles, o jogo de videogame Super Smash Bros., segue a estratégia tradicional da empresa de atualizar uma franquia campeã de vendas para um console da próxima geração.
Mas o outro lançamento, uma coleção de estatuetas de brinquedo que interagem com o jogo, introduz a empresa em um mercado já em ebulição — um mercado que a permite aproveitar melhor personagens populares, como Mario e Luigi.
A Nintendo, líder de longa data na indústria dos videogames, precisa de um novo sucesso de vendas. A empresa registrou lucro em seu último trimestre, mas acumulou perdas em anos recentes, haja vista que os consumidores se voltaram para jogos mais baratos em smartphones e outros dispositivos móveis. E as vendas do console mais recente da Nintendo, o Wii U, deixaram a desejar. Foram vendidas apenas 7,29 milhões de unidades desde novembro de 2012, ao passo que o PlayStation 4, da Sony, vendeu mais de 10 milhões e foi lançado um ano mais tarde.
Essas dificuldades levaram a empresa a adotar uma postura mais agressiva, explorando novos produtos. Com as estatuetas, chamadas Amiibo, a Nintendo vai ingressar em um mercado de brinquedos que ganham vida. Esse mercado teve um crescimento de 22%, atingindo US$ 425 milhões, nos Estados Unidos nos doze meses que se encerraram em 14 de outubro, segundo o Grupo NPD, uma empresa de pesquisa de mercado. A Disney e a Activision Blizzard dominam o setor, mas alguns analistas afirmam que há espaço para a Nintendo.
“Você tem um agente de fora desse segmento, que entra no mercado, com uma quantidade enorme de personagens icônicos”, disse Liam Callahan, um analista da indústria de games no NPD. “A Nintendo pode até fazer com que o segmento cresça por focar em um consumidor ligeiramente mais velho”, um consumidor, afirma ele, que cresceu com esses personagens.
As empresas de brinquedos têm tentado há anos transpor a lacuna entre brinquedos físicos e digitais, utilizando estratégias diferentes, mas com sucesso limitado.
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Master's degree - Pontifícia Universidade Católica do Rio de Janeiro (PUC-RJ)
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Years of experience: 18. Registered at ProZ.com: Nov 2018.
English to Portuguese (PUC-RJ) Portuguese to English (PUC-RJ) French to Portuguese (Alliance Française)
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Google Translator Toolkit, MateCat, memoQ, Microsoft Excel, Microsoft Word, PhraseApp, SDLX, Smartcat, Smartling, Trados Online Editor, Trados Studio, Wordfast
IhaveaMaster’sdegreeinLanguageStudiesandaBachelor’sdegreeinTranslation(English/Portuguese).Ihavebeenworkingasaprofessionaltechnicaltranslator,editor/reviewer,andcopywriterfor17years,specializing
in Energy (Electrical Engineering),
Marketing, and Technology (IT/Software Localization). However, I’m quite
experienced inother areas as well,
such as Law, Medicine, and
Economics/Finance, having completedseveral
projects in these fields. I also hold a certificate in Project Management, and I manage small teams oftranslators in my current job. Last, I
have good experience with CAT tools (mainly Phrase and SDL Trados), IspeakFrenchfluently,andIhavedualcitizenship(Brazilian/EuropeanPortuguese).
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