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The Role of Gameplay in Cultural Localization Ornella Lepre Imperial College London.

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Presentation on theme: "The Role of Gameplay in Cultural Localization Ornella Lepre Imperial College London."— Presentation transcript:

1 The Role of Gameplay in Cultural Localization Ornella Lepre Imperial College London

2 Motivation and objectives Video Games – Increasingly Global Market Growing importance of localization Focus on gameplay

3 Culture-specific elements (Theme Hospital, 1997) e.g. Cultural references (the ‘King syndrome’)

4 Culture-specific elements e.g. Cultural references (the ‘King syndrome’) Intertextuality (“dr Jeckyll to psychiatry…”) (Theme Hospital, 1997)

5 Intertextuality - II The Witcher 2, 2011 Assassin’s Creed, 2007

6 Intertextuality - III Monty Python and the Holy Grail (1974)…

7 …Worms series ( )

8 …Fallout: New Vegas (2010)

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10 Mangiron (2010): ‘Transcreation’ of humour  Substitute jokes and obscure cultural references  Add new jokes and cultural references (e.g. by including dialects and accents absent in the original, or add new puns and play-on-words) What if we don’t get the reference?

11 …but this is not always possible (Day of the Tentacle, 1993)

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14 Words and consequences…

15 Let’s see, I was in the Chantry before. I trained for many years to become a Templar, in fact. That’s where I learned most of my skills. Possible replies: 1.You don’t seem like the religious sort. 2.So you mentioned before. 3.And what skills might those be? Dragon Age: Origins, 2010

16 …and their translation: 1.Non mi sembrate un tipo religioso. 2.Come avete già detto in precedenza. 3.Di quali abilità si tratta? [What skills are they?] Possible replies: 1.You don’t seem like the religious sort. 2.So you mentioned before. 3.And what skills might those be?

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18 Alistair disapproves! (Oops!)

19 Japanese version Game released in US and Europe Osu! Tatakae! Ouendan!Elite Beat Agents Remake – localize everything!

20 Japanese gameUS game

21 Japanese game US game …new stories…

22 US version Italian version Fewer cultural barriers, fewer changes

23 Japanese game US/UK version Despite all the changes, similar experience

24 Central role of gameplay More freedom to the translators, heavy adaptation? Stricter constraints, less freedom? Conclusions

25 Central role of gameplay More freedom to the translators, heavy adaptation? Stricter constraints, less freedom? …Both! Conclusions


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