A Study on the Localization of Overseas Game Titles From the Perspective of Transcreation

With the development of the game industry and the expansion of the audience, the demand for the localization of overseas games has also been growing. Games are the products of culture, so artistry and creativity cannot be ignored. Introducing overseas games is so much more than simply converting one language to another. What matters more is localization—How to retain the entertainment energy of the source language in the target language to attract local players and satisfy their gaming experience. Achieving this requires a combination of various translation strategies, especially the appropriate use of transcreation. Translators should incorporate the elements of the target language country on the premise of retaining the original style. However, game titles are often the first parts audiences come into contact with, which plays a pivotal role in whether a game can sell like hotcakes. Therefore, translators have to make great efforts in the translation of game titles by using various translation skills flexibly. This article intends to analyze the expressive effects of translated titles from the perspective of transcreation.

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