Translating Play: The Evolving Landscape of Game Localisation

Abstract:

Game localisation has evolved considerably since it first emerged in the 1980s as a specialised form of translation, shaped by the growing globalisation of the video game industry, changing production and localisation workflows, and increasingly diverse player communities. This seminar will examine the main features, priorities, and challenges of this rapidly developing field, exploring the evolution of game localisation from its early days to contemporary approaches. Current industry trends will be discussed, including the increasing number and diversity of target languages, localisation models and workflows, and the growing range of tools and technologies used in the localisation process.

Special attention will be paid to the creative dimension of game localisation and translators’ agency, including the adaptation of humour, characterisation, cultural references, and other elements that contribute to the construction of game worlds and engaging player experiences. Concepts such as emotional localisation, transcreation, co-creation, and dual localisation, alongside emerging accessibility practices such as audio description and easy-to-understand language, will also be examined, highlighting the growing importance of player-centred approaches to game localisation.

Finally, the seminar will consider the impact of machine translation (MT) and artificial intelligence (AI) on game localisation workflows and practice, including AI-assisted dubbing and quality assurance, the potential of generative AI as a creative localisation assistant, and the changing role of translators and localisers. Ultimately, the seminar will emphasise the continuing importance of human expertise in contextual, cultural, and creative decision-making to deliver immersive and engaging experiences for increasingly diverse global players.

About the Speaker:

Carme Mangiron is a full professor, a member of the research group TransMedia Catalonia at the Universitat Autònoma de Barcelona (UAB) and a member of the knowledge transfer network AccessCat. She was awarded the Excellence in Teaching Award at UAB in 2022. She has extensive experience as a translator, specializing in software and game localization. Her main research areas are game localisation, game accessibility, audiovisual translation and accessibility to the media. She has published extensively in international journals and participated in several national and international research projects. She is co-author of Game Localization: Translating for the Global Digital Entertainment Industry (O’Hagan and Mangiron, 2013), one of the editors of Fun for All: Translation and Accessibility Practices in Video Games (Mangiron, Orero & O'Hagan, 2014), and the main organiser of the Fun for All Conference, about game translation and accessibility, which is held at UAB every two years.