Mirela
If you want to release your video game globally, you can’t escape localization. You’ll have to adapt your product’s language, cultural references, and even technical elements to suit the preferences and expectations of players in different regions. We previously provided an overview of what game localization is all about, but this is a complex process that requires quite a lot of planning. To be prepared, we believe you need to know about the most common game localization challenges you might stumble upon.
Cultural differences
Languages are not just about words; they carry deep cultural meanings, values, and references that may not translate directly. Jokes or idioms that are humorous in one country might fall through or even confuse players in another. For example, a game developed in the United States that uses baseball metaphors—such references may have little meaning in countries where the sport is not popular.
Additionally, certain symbols, gestures, or even colors can have vastly different connotations across cultures. Sometimes, you need to account for these nuances so that you don’t unintentional offense or alienation the players.
Complexity of language
Languages have varying structures, with some using longer words and phrases than others. German, for instance, often uses compound words that can take up significantly more space than their English equivalents. On the other hand, Japanese can condense a lot of meaning into fewer characters.
Languages using non-Latin scripts such as Chinese, Japanese, or Korean, require entirely different character sets. In addition, Arabic or Hebrew are read from right to left. This means you would need to create new fonts or adaptat existing ones, as well as rework layouts to ensure legibility.
The issue becomes even more pronounced when dealing with gendered languages, such as Spanish or French, where pronouns and adjectives must match the gender of the subject. Games that aim for gender inclusivity may find it difficult to maintain that inclusivity in such languages.
Voice acting and lip-syncing
When a game is translated into multiple languages, the localized voiceovers must often match the original timing and context. This is a problem when certain languages take longer to express the same idea; you would have to either trimm the dialogue or adjust the pacing of scenes.
Moreover, lip-syncing adds another layer of complexity. Characters in the game are often animated to match the mouth movements of the original voice actors, usually in the language in which the game was first developed. This is a hurdle, as different languages have different phonetic structures, and adjusting the lip movements to match the new dialogue can be labor-intensive.
Cultural sensitivity and regulatory compliance
Games often contain content that is subject to regional censorship, with certain countries imposing strict guidelines regarding depictions of violence, sexuality, or religious imagery. Did you know that China has regulations that ban the depiction of skeletons, zombies, vampires, and blood in games?
U.S. role-playing video game South Park: The Stick of Truth faces bans or restrictions in multiple countries due to its offensive content that makes it difficult to localize. The game uses a lot of vulgar language and humor, which is considered offensive in many cultures, as well as political satire, which can be controversial.
Consequently, developers not only have to navigate legal obstacles but must also possess cultural sensitivity. You need to handle themes such as religion, politics, or historical events delicately. Certain content that is acceptable in one region might be highly offensive or even illegal in another.
Marketing and branding
Sometimes, developers may have to alter game titles, character names, or slogans. A game title that sounds cool in English could be awkward, difficult to pronounce, or even offensive in another language, so you would need to rebrand it.
Bully, developed by Canadian video game developer Rockstar Vancouver Inc., was released as as Canis Canem Edit in the PAL region. This was mainly due to concerns about the game’s content and potential impact on young players. The game’s title, Bully, was considered too direct and could be seen as glorifying bullying behavior.
Beyond linguistic adjustments, regional preferences in genres, art styles, or gameplay mechanics can influence how a game is marketed. For instance, the same promotional campaign used in North America might not appeal to players in Japan, who may have different expectations in terms of narrative or visual style.
Player communication
In multiplayer and online games, the game localization challenges are magnified when it comes to player communication. Chat systems must accommodate multiple languages, and it’s hard to maintain a smooth communication between players from different regions.
Additionally, moderating chat for offensive language becomes more complicated in multilingual settings, as certain words or phrases that are considered offensive in one culture may have different meanings in another. This also applies to slang and jargon; a term popular in American gaming culture might be unfamiliar or carry different connotations in European or Asian communities.
Final thoughts
If you’re a developer you may already know there are plenty of game localization challenges you need to overcome to deliver a good product. Things like poor translation or localization errors can lead to frustration, while mistranslations or culturally insensitive content can tarnish the game’s reputation. In the end, the the success of a game’s localization is often judged by the players themselves.
Successful localization will enhance your game’s appeal, making it resonate with diverse audiences. This is done by investing in both human and technical resources needed for the process, and maintaining close collaboration between developers and localization teams. But remember—localization is not just about making games accessible—it’s also about preserving the heart and soul of the game.