Localization is the adaptation of a product or service to meet the needs of a particular language, culture or desired population's "look-and-feel." Examples of localization include changing changing z's to s's for British English. In addition to idiomatic language translation, such details as time zones, money, national holidays, local color sensitivities, product or service name translation, gender roles and geographic references must all be considered. Language translation, which is a large part of localization, can sometimes be facilitated with automatic language translation. However, additional work is usually needed to fine tune text for syntax and idiom. Localization of games, websites and apps includes translation, editing, proofreading and quality control.