The video game industry is rapidly expanding, generating $6 billion in 2023 alone. This growth is driven by an increasing number of markets eager to enter the profitable gaming sector. To tap into these global opportunities, effective localization is essential. Beyond its significant revenue, the gaming industry also wields considerable cultural influence, making expert localization key to achieving international success. But how can you ensure your game integrates seamlessly into international markets?
This article explores four key localization strategies that can help enhance global reach. We will highlight both recent and classic examples to demonstrate the crucial role localization plays in successfully launching a game worldwide.
Domestication or foreignization?
One of the first major challenges in localizing a game is determining how much to “domesticate” it—that is, how much to adapt not only the language but sometimes the entire visual and cultural context to suit the target audience. Translation teams often rely on two main strategies: domestication and foreignization.
Domestication focuses on adapting the game’s language, visual cues, and cultural references to fit the target culture. When translating a game aimed at evoking strong emotional responses, the goal is to make players easily relate to the content. This might involve replacing unfamiliar cultural references to avoid alienating players, ensuring that the emotional experience remains intact.
Foreignization, on the other hand, aims to preserve the original cultural context of the game. It allows players to experience the unique cultural universe as intended by the developers, even if some references feel unfamiliar.
A game might blend both strategies. For example, the indie title Tchia by Acaweb, set in New Caledonia, includes culturally significant references. Players can choose between Drehu or French dubbing, emphasizing the game’s cultural roots while giving players some flexibility.
Some international game localization strategies
Rewriting
Rewriting represents one of the more extreme forms of domestication in international game localization. It’s a time-consuming process that developers may hesitate to undertake. While it can be extensive, rewriting is often partial, focusing on adjusting references that players may find difficult to understand or removing potentially offensive content.
Transcreation
Transcreation is a less drastic form of domestication. It aims to elicit the same emotional response from the target audience as the original game. This process often involves altering text, cultural references, or even design elements to better align with the target culture. The Chinese market, in particular, is known for its extensive use of transcreation, often altering titles to make them more meaningful in their language. For example, the title Fallout was translated to 辐射 (Fúshè), which means “radiation.”
Contextualization by Addition
In works where culture plays a significant role, the aim is to retain as many original elements as possible. In these cases, additional explanatory content may be added to improve understanding. This approach can be challenging, especially with languages like Chinese, which use concise characters. Fitting these translations with extra explanatory text into limited screen space can create display issues. To avoid this, careful planning during the Language Quality Assurance (LQA) phase is essential.
These strategies help in making informed decisions when localizing a video game for new markets. Considering all factors involved ensures the selection of the most effective translation methods. Understanding these techniques also provides insight into a company’s approach to international game localization and its intentions when distributing games globally.
If you are passionate about international game localization and cultural adaptation, our Master’s Degree in Technical Communication and Localization is the perfect fit for you. TCLoc is tailored for professionals who want to excel in the gaming industry and beyond. Explore our other articles to stay updated on the latest trends in localization, UX design, and other web technologies!
