Article published In: The Journal of Internationalization and Localization
Vol. 9:1 (2022) ► pp.61–84
Insights into blending game localisation in the Arab world
Arafiesta as a case study
Published online: 13 October 2022
https://doi.org/10.1075/jial.22002.aja
https://doi.org/10.1075/jial.22002.aja
Abstract
In the field of translation studies, game localisation is considered a growing branch of audiovisual translation
in which localisers translate and adapt game content for successful circulation across foreign markets. This paper sheds light on the
process of localising religious content and obscene references in the game Fiesta Online by comparing it to the Arabic-localised version Arafiesta on the basis of a corpus of 740
dialogue strings. Drawing on the
frameworks developed by Delabastita, D. (1989). “Translation and mass-communication: Film and T.V. translation as evidence of cultural dynamics.” Babel 35 (4), 193–218. , Zitawi, J. (2008). “Contextualizing Disney comics within the Arab culture”. Meta Journal des Traducteurs 53 (1), 139–153. and Al-Adwan, A. (2015). “Towards a Model of Euphemisation in Arabic Subtitling”. Arab World English Journal (AWEJ) 41, 6–21., the analysis scrutinises game elements that are
considered controversial in the Arab world. These items were omitted, mitigated, or adapted to
isolate the theme of Paganism from the original content. Visual features were retained except for a few instances. Finally, during the process of localising interactive aspects of the game, retention, deletion
and adaptation were frequently used. The paper highlights how blending game localisation, a prominent localisation approach changing the intersemiotic channels (the verbal, pictorial and interactive layers) of video games, plays a pivotal role in promoting and marketing
game imports in the Arab world, which is now one of the largest growing markets.
Article outline
- 1.Introduction
- 2.The localisation of video games
- 2.1Arabic game localisation
- 3.Theoretical framework
- 4.Case study and methodology
- 5.Analysis of linguistic elements
- 5.1Addition
- 5.2Deletion
- 5.3Literal translation
- 5.4Widening
- 5.5Semantic misrepresentation
- 6.Pictorial elements
- 6.1Image retention
- 6.2Covering
- 6.3Pictorial replacement
- 7.Interactive elements
- 7.1Deleting side-activities
- 7.2Retaining events and side-activities
- 7.3Adapting events and side-activities
- 8.Conclusion
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Gameography
Arafiesta (Game Power 7 2015).
Fiesta Online (gamigo AG 2007).
Grand Theft Auto V (Rockstar Games 2013).
Kakuto Chojin (Microsoft Game Studios 2002).
Little Big Planet (Sony Interactive Entertainment 2008).
Pac-Man (Namco 1980).
Player Unknown’s Battlegrounds PUBG mobile (Tencent Games 2018).
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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.