Cultural Adaptation of Video Games for the Chinese Market Luo Dong and Carme Mangiron, Universitat Autònoma De Barcelona
The Journal of Specialised Translation Issue 29 – January 2018 Journey to the East: Cultural adaptation of video games for the Chinese market Luo Dong and Carme Mangiron, Universitat Autònoma de Barcelona ABSTRACT With the era of globalisation, China has become one of the most important video game markets in the world. To enter the Chinese market, culture adjustments are often made to video games in order to meet the needs and expectations of Chinese gamers. After briefly describing the characteristics of the Chinese game market, this article will focus on the process of cultural adaptation that games undergo when they are localised into Chinese, focusing on game-related aspects such as number format, food-related terminology, myths and legends, songs, the use of colours, character design, and game mechanics, as well as sociocultural, economic and political issues such as gaming habits and censorship. A number of examples are provided to illustrate how the above-mentioned aspects may affect the success of a foreign game in the Chinese market. The article concludes by highlighting the importance of cultural adaptation in game localisation into Chinese and outlining future research avenues. KEYWORDS Video games, game localisation, cultural adaptation, culturalisation, China. 1. Introduction Video games have become one of the most popular forms of entertainment in the world and one of the most lucrative creative industries, with revenue from the game industry reaching over 99.6 billion USD in 2016 (Newzoo 2016a), more than doubling that of the global movie box office, which generated revenue of 38.6 billion USD in the same year (Motion Picture Association of America 2016).
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