As gaming continues to transcend borders, the ability to masterfully adapt content to resonate with different cultures has never been more critical. From language translation to adjusting gameplay mechanics and even changing certain elements of the story, cultural adaptation is a delicate art that can make or break a game’s success in international markets. Mastering it is not only crucial for reaching new markets but also for creating immersive and authentic gaming experiences that resonate with players worldwide.
In this post, we’ll explore strategies for mastering cultural adaptation in games, illustrated with real-life examples from the gaming industry.
- Comprehensive Cultural Research
Every culture has its own set of values, beliefs, and social norms that shape the way people perceive and interact with the world around them. When bringing a game to a new audience, it’s essential to understand these cultural nuances to ensure that the experience remains authentic and immersive.
It’s important to research the target culture and adapt things like references to popular culture, habits, food, etc. It may be as simple as replacing “Fancy a tea?” with “Fancy a coffee?” in coffee-drinking countries or it can go much deeper than that and involve changing the game’s characters or storylines.
For example, in Nintendo’s Animal Crossing series, players can visit an “onsen” (hot spring) in the original Japanese version, a popular leisure activity in Japan. In most Western countries, this was replaced with a sauna, a similar concept that is more familiar to players in that region.
Similarly, in Farmville, new crops were added in the Chinese version that reflected the kind of vegetables that people enjoy in the country, such as ginseng or the Caterpillar fungus.
- Linguistic expertise
Language is perhaps the most obvious aspect of cultural adaptation in games. A huge number of players don’t speak or understand English fluently, so translating game text and dialogue into multiple languages is essential for reaching a global audience. It will allow them to understand the game fully and enjoy an immersive experience, which otherwise they would miss out on.
While this may seem straightforward, it’s essential to consider linguistic variations and colloquialisms that may differ from one region to another. For example, the Spanish spoken in Spain differs significantly from that spoken in Latin America, both in vocabulary and grammar, and the slang is completely different in each country. For example, players in Spain would find it very odd to play a game that had been translated into Mexican Spanish.
Effective language localisation involves adapting dialogues, jokes, puns, and cultural references to resonate with players in different regions. The translations should maintain the essence of the original while making it accessible to players and provoke the same effect in all players, independently of the language they play in.
For example, in The Curse of Monkey Island, there were plenty of insults with puns and rhymes that were hard to reproduce. At one point, a pirate says “You’re as repulsive as a monkey pig” and Threepwood answers “So much I look like your sister?”. In Spanish, this was adapted as “Eres tan repulsivo como una mona marrana.”/“¿Es que tanto me parezco a tu hermana?”. The translator used a slang word for a female pig (“marrana”), which also rhymes with the translation of “sister”, so the result is quite funny.
In Kingdom Hearts 3D, the names of the Dream Eaters were quite cute and funny, often combining the original Japanese name with English words. For Spain, the Japanese reference would have been too obscure so, to devise the name of each character, two Spanish words were combined to create the same funny effect that matched the character’s look. “Hebby Repp”, a play on “hebi” (snake in Japanese) and “reptile”, was adapted to “Culebraptor”, the result of combining “culebra” (serpent/snake) and “raptor”. It matches the character very well!
- Tailored Gameplay Mechanics
In addition to language, gameplay mechanics often can be adapted to suit the preferences of different cultures. For instance, while Western audiences may enjoy fast-paced action games with intense combat sequences, players in Asian markets tend to prefer games that emphasise strategy and teamwork.
One notable example of successful gameplay adaptation is the mobile game Free Fire by Garena. Originally developed for the Southeast Asian market, Garena made strategic adjustments to the game’s mechanics to appeal to players in other regions. As a result, Free Fire has become one of the most popular mobile games worldwide, with millions of players from diverse cultural backgrounds.
Another example is the mobile game Honor of Kings by Tencent. Originally released in China as “王者荣耀” (Wángzhě Róngyào), the game underwent significant changes when it was launched in Western markets as “Arena of Valor”. Tencent redesigned certain characters and adjusted gameplay mechanics to better appeal to Western audiences while retaining the core essence of the game.
- Cultural Sensitivity and Inclusivity
Cultural sensitivity is paramount when adapting games for international audiences. Cultures have got different customs, habits, beliefs and see the world in different ways.
In addition, what may be acceptable or even celebrated in one culture could be offensive or taboo in another. For example, whereas some cultures have got a drinking culture, it’s forbidden in others. It’s essential for developers to be mindful of cultural differences and avoid perpetuating harmful stereotypes or misconceptions.
An example of cultural insensitivity in gaming is the controversy surrounding the Taiwanese game Devotion by Red Candle Games. The game contained imagery that offended players in China, leading to its removal from digital platforms and widespread backlash against the developer. The incident serves as a stark reminder of the importance of cultural sensitivity in game development and localisation.
Another infamous example of cultural insensitivity is the game Street Fighter II and its character, Dhalsim. Seeming a stereotypical caricature of an Indian mystic, Dhalsim perpetuated harmful stereotypes and offended many players. And let’s not forget Resident Evil 5 and those African zombies…
- Community Engagement and Feedback
Finally, community engagement and feedback play a crucial role in cultural game adaptation. By listening to the voices of players from different regions and incorporating their feedback into the localisation process, developers can create a more authentic and engaging gaming experience.
A prime example of community-driven localisation is the game League of Legends by Riot Games. The company has a dedicated team who actively engages with players from around the world to gather feedback and insights on cultural preferences and sensitivities. This ongoing dialogue enables Riot Games to continually refine and improve the localisation of their game, ensuring that it remains relevant and enjoyable for players in every corner of the globe.
In some cases, as we’ve seen before, a lack of cultural sensitivity can lead to boycotts, negative publicity, and even legal repercussions. For instance, when Ubisoft released Assassin’s Creed Origins, some players in Egypt took issue with the game’s portrayal of historical landmarks and figures. They argued that the game’s depiction of ancient Egypt was inaccurate and disrespectful to their cultural heritage. In response, Ubisoft issued an apology and pledged to work more closely with local historians and cultural experts in future iterations of the franchise.
Games have the power to bridge gaps, break down barriers, and foster understanding and appreciation between people from different cultures. For example, the game Never Alone by Upper One Games offers players a glimpse into the rich cultural heritage of the Iñupiat people of Alaska. Through gameplay, players learn about Iñupiat folklore, traditions, and values, fostering a greater appreciation for indigenous cultures.
Conclusion
Mastering cultural game adaptation is essential for success in today’s global gaming market. By understanding the cultural context of their audience, localising language and gameplay mechanics, and being culturally sensitive, developers can create immersive and authentic gaming experiences that resonate with players worldwide.
As the gaming industry continues to evolve, the importance of cultural adaptation will only grow. Embracing diversity and celebrating cultural differences allows to create games that not only entertain but also educate and inspire players from all corners of the globe.
