In France, the demand for localization began to accelerate in the 1990s, shortly after the adoption of the Toubon law – which aimed to preserve the French language by driving out anglicisms. "This law forced publishers’ hand in translating their games. There was great demand for translation in video games, and few people able to do it at the time" remembers Thierry, cofounder of the company Words of Magic. While working for Coktel Vision, known for its famous Adi and Adibou  (English title: “AJ’s World of Discovery”)  educational games, which later became a subsidiary of Sierra in 1992, Thierry began to oversee the localization of their titles. In 1998, he launched his own company with a colleague with whom he began to translate Sierra games such as Lords of Magic and 3D Ultra Minigolf, going on to work for LucasArts and Ubisoft. Over the last 20 years, their company has remained more or less the same, which is largely an exception in the game translation industry. The market has undergone huge changes over the years, and their largest clients now work differently to them: "In the 2000s, everything began to get bigger and harder to access with publishers like Ubisoft, EA and Blizzard. What we do is a craft, they want mass production. We’ve reached a point where most publishers are satisfied with a level of quality where no one complains. This way of working, where they say "We’ll send you 1,500 words in the morning and we need it back the same day" and asking us to be constantly available is a form of servitude."