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Article published In: Localization around the globe
Edited by Minako O'Hagan and Julie McDonough Dolmaya
[The Journal of Internationalization and Localization 7:1/2] 2020
► pp. 49–68

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Localizing Chinese games for Southeast Asian markets

A multidimensional perspective

 | The Hong Kong Polytechnic University
 | Guangdong University of Foreign Studies
Published online: 6 January 2021
DOI logo with link
https://doi.org/10.1075/jial.20003.wu
Abstract
This article explores how Chinese games are localized for Southeast Asia (SEA) markets. Based on the synthesized insights from practitioners and gamers, we identify gaps between localization in theory and in practice. The post-gold model is popular with Chinese game companies that usually do not consider localizing a game until it has attained domestic success. They tend to opt for full localization rather than “deep localization” (Bernal-Merino, Miguel Ángel. 2011. “A Brief History of Game Localisation”. TRANS. Revista de Traductología 151. Special issue on games localization, 11–17. [URL]) because adapting visuals and game mechanics is considered “icing on the cake”. Additionally, in our data, gamers seem to prefer foreignization over domestication, while practitioners combine both strategies to create a defamiliarizing gaming experience. Finally, the language diversity in SEA and the lingua franca status of English call for a nuanced understanding of locale. Hence, we suggest to differentiate three types of locales (presumed, practiced, and preferred) as a possible analytical framework to further theorize game localization from multiple perspectives of stakeholders.
Article outline
  • 1.Introduction
  • 2.Game localization for the global and SEA markets
    • 2.1Models, levels, and strategies of game localization
    • 2.2Participant-oriented research on game localization
    • 2.3Research on game localization for SEA markets
  • 3.Research design
    • 3.1Interview
    • 3.2Survey
  • 4.Results
    • 4.1Insights from the practitioners
    • 4.2Insights from gamers
  • 5.Discussion
    • 5.1Models of localization
    • 5.2Levels of localization
    • 5.3Translation strategies
  • 6.Conclusion
  • Acknowledgements
  • Note
  • References
References (39)
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Gameography
Game title (publisher, year of first release)
Assassin’s Creed (Ubisoft 2007)
Ski Safari (Defiant Development 2012)
Super Smash Bros Brawl (Nintendo 2008)
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This list is based on CrossRef data as of 13 november 2025. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.

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