The worlds of great games are built on intricate lore, invented histories, mythologies, languages, factions, and belief systems that give the setting its depth and authenticity. When these worlds cross linguistic and cultural borders, a process of transcreation and culturalisation is required, one that goes far beyond translation to reimagine the lore so that it retains its resonance for players who bring very different cultural frameworks.
Transcreation is the creative recreation of content in a new language and cultural context, where literal translation would fail to convey the intended meaning, tone, or impact. In game localisation, transcreation is applied to names (character names, place names, faction names), idioms, jokes, cultural allusions, and any content whose meaning depends on cultural context rather than literal semantics. The goal is always the same: to elicit an equivalent emotional and intellectual response from the target player.
Culturalisation extends beyond the text. It is the process of auditing and adapting all game content (visual, textual, and audio) for cultural sensitivity and resonance in specific markets. This includes reviewing symbols, colours, gestures, religious iconography, historical references, and in-game laws or social systems that may carry very different connotations in different cultural contexts. Our culturalisation service is particularly recommended for titles targeting CJKT markets, the Middle East, or any market with specific content regulations.
Some of the most beloved game worlds feature constructed languages, from the Elvish tongues of fantasy RPGs to alien communication systems in science fiction titles. If your game has an existing conlang, we can localise content that references it consistently and, if required, extend or adapt elements of the language system for specific target markets. If you are building a conlang from scratch and need linguistic consultancy, our specialist linguists can advise you.
Character names, place names, and faction names are a critical part of a game’s identity and memorability. Some names translate beautifully; others require careful adaptation to avoid unintended connotations or pronunciation difficulties in the target language. We conduct thorough name screening and adaptation for all key branded terms, delivering recommendations and rationale for your creative team’s approval.
Humour is one of the hardest things to localise and one of the most important. A game’s comic voice, whether dry, absurdist, slapstick, or satirical, can be its defining characteristic. Our transcreation specialists are tasked with finding the equivalent comic register in each target language, drawing on local comedic conventions and cultural touchstones rather than attempting a literal translation that will fall flat.
We offer a standalone culturalisation audit: a structured review of your game’s content in the context of your target markets, producing a report that identifies potential issues and opportunities for cultural adaptation, ranked by severity and market relevance. This service is designed to be conducted before full localisation begins, saving time and reducing costs by identifying structural changes early.
