Games and marketing giants embrace Ibiza


After the success of the inaugural Ibiz Tech Forum earlier this year, Play the Game Agency, known for its expertise in the video games and digital entertainment sector, launched the Marketing & Gaming Ibiza Edition that attracted a select audience of influential guests from the leading brands in their respective sectors.

Brands such as La Liga, Riot Games, Visa, Epic Games, Xiaomi, EA, Dia, El Pozo, Finetwork, Iberia Express, G2A.COM, Asus, Simyo and others attended. Professionals from the marketing, advertising and video game industry also gathered to learn from experts in publishing, broadcasting, new social networks, media, promotions, metrics and esports.

Beyond offering networking and interesting talks, the first edition included the Video games Creative Awards, a creativity awards about the video game industry looking for strategy,
disruption and formats. They were presented by Néstor Santana, Business and Brand Disruptor at MAPFRE.

These awards provided visibility to advertising projects developedbbetween September 2022 and September 2023, involving prominent brands such as Coca-Cola, Gucci, HBO, Heineken, among others. The winner of the gold joystick was G2A.COM, thanks to their campaign in which they launched a graphic design contest with Artificial Intelligence.

Attendees were able to immerse themselves in a 360º experience, as they enjoyed exploring the wonders of Ibiza, both in terms of tourism and gastronomy.  Special thanks went to the Consell de Ibiza, not only for their support as official sponsor, but also for their vision and understanding of the importance of the videogame sector and new forms of digital entertainment.

Play The Game believe that this collaboration will continue in the future, opening new opportunities and exploring together the boundaries in this exciting industry.
Marketing & Gaming Ibiza Edition was notable for returning to the essence of more intimate and disruptive events, a trend that had not been experienced for a long time and was sorely missed.

Generative AI loves humans in the loop

(Written by AI & edited by Frederik R. Pedersen, Founder and CEO, generative AI company EasyTranslate)


Generative AI is going to change the world, but humans in the loop are going to be vital if it is going to live up to its potential. It will transform translation and localisation.

When businesses expand into new markets and target audiences who speak different languages, the need for effective communication is paramount. Traditionally, translation has been the way to bridge linguistic gaps and to do it in the most ‘local’ way possible. 

As US writer Marshall McLulan once said the medium is indeed the message, but that message has to deliver the same meaning, whatever language it comes in. That’s not always an easy thing to do. Great translation and localisation depends on a number of factors.  

For instance, a Danish Christmas celebration may differ significantly from an American one and a direct translation may not adequately convey those differences. As a result, content may come across as inauthentic or culturally insensitive, potentially alienating customers and hindering market penetration.

Translation is a complex discipline that often fails to capture the nuances of local culture and context, but that is changing rapidly for the better. Generative AI technology is changing translation to the extent that translation-as-we-know-it is becoming redundant in today’s global market.

Translation is dead, long live New Translation, but what does this mean? 

With the advent of generative AI, the potential for fine-tuning models on a company level is stratospheric. The opportunity to seamlessly communicate with any community in any language and to know that all parties will thoroughly understand that message is Utopian, but it is in our grasp.

Contrary to media speculation, this will not mean the end for humans in the process. While generative AI is going to disrupt translation forever, it will be humans that will take the discipline to another level.

Recently, the Times in London reported that Sue Brooks, Managing Director of the Reuters News Agency would be ‘astonished’ if generative AI did not report on news stories, especially financial results, by the end of 2023.

She went on to say that as the company introduced a raft of AI features to its services, there was ‘always a human in the loop’ to ensure an optimal service.

At EasyTranslate, we have been talking about humans in the loop for a long time. We believe that it is the perfect combination for customers who want to utilise Large Language Models (LLMs) to their optimal advantage.

By bringing in humans to finesse the early work of generative AI, there is likely to be a technological evolution towards proprietary Small Language Models (SLMs), meaning that not only will translation will be perfect from language-to-language, it will also accurately convey the particular tone and language of each customer.

This approach saves clients money because AI, which is cheaper than human capital, does the heavy lifting with the bulk of copy and translations first, before a translator and/or copy editor is brought in for specific parts of the process to improve it. In this process, copy editors also assist to refine machine learning. 

This is a game-changer.

Beyond the cases where people are trying to understand a text merely written in an unknown language, the goal for all translation tasks is communicating with a local audience in their own language with the aim to establish that process as locally relevant.

By bringing together technology and humans in this way, that Utopia can be reached and then taken to an even higher level. This is not pie-in-the-sky thinking about a perfect future, it is happening now and it is happening very quickly.

Translation, while essential for conveying basic information, does not fully resonate with a target audience. By bringing together generative AI and those humans in the loop, it does.

Original content created with the help of AI and combined with human copywriters, offers a more scalable and adaptive solution for businesses looking to expand into new markets. 

Instead of simply translating text, generative AI creates content tailored to the specific cultural context and preferences of the target audience. By fine-tuning the AI models/the system on a company level, businesses  ensure that their messaging is consistent and effective across different regions and languages, without losing the essence of its brand identity.

The rise of generative AI and fine-tuning models may initially seem threatening to the translation industry. However, it’s important to recognise that these technologies will also complement and enhance the work of translators. 

Rather than replacing human expertise, AI-GC can assist translators in generating more accurate and culturally appropriate translations, while also increasing efficiency and reducing turnaround times.

Additionally, the translation industry can adapt by focusing on higher-level tasks that involve a deep understanding of cultural nuances, such as transcreation or localisation consulting. By embracing these new technologies, translators will continue to play a crucial role in facilitating global communication.

While AI has made significant advancements, it still struggles with accurately capturing the intricacies of language, tone, and context. Human translators, with their cultural knowledge and intuition, will continue to be essential in ensuring that content is not only linguistically accurate but also culturally relevant and appealing to the target audience.

We also believe that we need to offer humans the direct chance to work with customers. Our free freelance marketplace connects verified translators and copy editors to localise content and ensure it’s consistent with a brand’s identity and voice.

The future of global communication lies in a collaborative approach that combines AI-generated content and fine-tuning models with the irreplaceable skills and expertise of human translators. 

By working together, businesses can create more effective and culturally sensitive content, ultimately fostering better connections with their target audiences around the world.

ANC REVIEW: Tranya Nova Lite Wireless Buds


ANC is an acronym usually associated with South Africa and the name of the African National Congress, in turn associated with Nelson Mandela and the overthrow of apartheid. In this case, however, it applies to Active Noise Cancellation and the overthrow of annoying outside noise, a technology that has become increasingly attractive in a world of external chaos.

It’s no surprise that the people of today are happy to retreat into their headphones to experience a world of their making, not one out of control.

So step forward the Tranya Nova Lite ANC Wireless Buds, a cheaper alternative to Apple’s excessively overpriced Airpods and excellent value for those looking for a listening experience that is not based on brand, but on sound quality. Readers also get a 15% discount if they to to the official Tranya website and use code: Novalite15.

Tranya has been selling this type of product for a few years and have been previously reviewed on this website, usually with very good reviews. So, what of this particular iteration of its ANC wireless buds?

They’re good, very good and even if they are bit more fiddly to get going than Airpods, it’s worth the trouble. My ANC Wireless Buds came in an Apple shade of white, but there are other colors, most notably black.

There’s little to choose between AirPods, they look the same and easy to connect to a device through Bluetooth 5.3 and can be attached and switched to/with two devices at once through the three listening modes of ANC, normal and transparency mode.

The ANC is excellent with an emphasis on letting the noise in and increasing the efficiency of the sound/music. The transparency option not only blocked out annoying outside noise, it also cut out the sound of the wind when talking.

The Tranya Nova Lite ANC Wireless Buds come in the mandatory chargeable case via a USB-C connection or a wireless charging made. The company says that the battery life can last up to 36 hours, but a more realistic, although still excellent, nine hours is the norm.

I’m not an Apple fan and have rarely used Airpods, but I can’t imagine they’re much better than these wireless buds… and customers won’t have to pay the earth to receive great sounds, with fantastic ANC.

Recommended Christmas purchase.

REVIEW: Tranya Nova ANC Wireless Earbuds

Tranya Nova ANC wireless earbuds – exclusive 15% discount code – NOVA15US


Not everybody loves Apple and everything that Apple makes. Some prefer Android as a mobile operating system, some prefer a different type of laptop and some prefer earbuds that don’t cost the earth, but still supply great sound and a seamless listening experience.

So step forward, the Tranya Nova ANC wireless earbuds, a welcome alternative to other  expensive earbuds that are just as good, if not better, than their highly branded counterparts.

Retailing on Amazon at a reasonable $79.99 these earbuds come with all the necessary paraphrenalia and are easily connected through Bluetooth and especially Bluetooth 5.3, so two devices can be attached simultaneously and it’s easy to switch between them.

The case can be charged through a USB-C or wireless charging pad and the buds boast have a good nine hours of battery life. Using the case and it’s an   extra 27 hours, and the charge can be checked  at any time using the audio app.

There are three listening modes – ANC, transparency mode and norma and the ANC is especially effective in boosting the audio rather than blocking out any noise  while the transparency option lets noise in easily; call quality was also excellent.

The Novas are manipulated by touch controls; easy to use and dependable, something that isn’t always the case with budget wireless earbuds. This is a good product offering decent value for money. While they are not as ‘sexy’ as Apple’s EarPods, it depends on what the consumer is after.

In this case it is quality over branding and price over design. One for the pramatist rather than the slave to the brand.

The Tranya Nova earbuds are available at $79.99 (£62) from Amazon or the official site, with a discount of 15% off using the voucher code NOVA15US.

Startups in UK now have 60% failure rate


As the UK economy continues to tighten, startups continue to face uncertainty providing a potential opportunity for VCs to pick up cheap deals.

According to data from advisory company Startup Genome, the failure rate of UK startups is currently 60%, with the primary reasons being running out of cash or failing to raise new capital.

While VC funding in the UK is also struggling, with a report from PitchBook detailing how the opening quarter of 2023 saw VC funding in the UK fall to £2.9 billion, this has put a strain on the declining value of startups as they continue to battle the consequences of the macroeconomic environment.

Claire Trachet, M&A expert and CEO of business advisory, Trachet, comments on how the fate of these UK startups could impact the M&A sector:

“With the Bank of England announcing an interest rate rise to 5.25% coupled with an inactive IPO market, scaling businesses will find it increasingly difficult to secure funding. As a result, this presents optimism for VCs and investors who will be able to capitalise on these startups.

“Acquirers know they will be getting a bargain from low valuations, potentially leading to a flurry of M&A deals, presenting a more positive outlook for M&A activity in the UK. Whilst these startups could sell out for less than what they are worth, it also presents a greater opportunity compared to failing as a whole.

This trend of startups selling parts of their business – or the entirety of it – could continue as various companies are suffering from having raised excessive funds and presenting unrealistic valuations.

According to a report from Innoven Capital, approximately 55% of early-stage investors feel that startups were overvalued in 2022. As a result, these companies are often left with business models that are unable to tackle the current market’s challenges.