“Language exerts hidden power, like the moon on the tides.” This is a quote by Rita Mae Brown and something I strongly believe in—language exerts power, words have power. They fuel emotions, evoke interest, or create disdain. That’s why translation is a dangerous job. Choose the wrong word, create the wrong emotion, and the message gets lost. I know how much time you invest in your games. When you create immersive worlds, intricate lore, or an irresistible Steam store page you always have a goal, a tone of voice, a feeling you want to create. You always have your players in mind. And that is what I pay attention to.