Localization's Role in Bridging Global Entertainment Experiences

The intricate process of adapting media for diverse global markets, known as localization, has significantly shaped the entertainment industry. A notable instance occurred when Bethesda launched Wolfenstein 2: The New Colossus in 2017. In Germany, due to stringent laws against Nazi symbols, the game underwent modifications, including removing Hitler’s iconic mustache. This alteration exemplifies how localization involves more than mere translation; it encompasses adapting content to align with legal restrictions, social norms, and cultural preferences. Through this week’s special issue on Polygon, Culture Shock, the aim is to highlight the creativity, controversies, and commercial importance of localization, fostering a deeper appreciation for this craft.

Localization requires a nuanced approach that considers every facet of media production. From adjusting software elements to tailoring marketing strategies, localization professionals ensure that the adapted version resonates with international audiences. These experts decide what aspects of the original content should be preserved or modified based on evolving cultural tastes. For example, a U.S. localizer in the 1990s might have described Japanese dishes like ramen as "chicken soup" to cater to unfamiliarity, whereas today’s localizers assume broader knowledge among English-speaking audiences.

The significance of localization extends beyond subtle adjustments. It has enabled AAA game publishers to reach massive global audiences, supporting their expansive business models. Smaller developers benefit from tapping into new player bases, while the global anime audience has grown exponentially. Shows like Squid Game have become hits in the U.S., and leagues like the NFL have expanded to countries such as Germany and Brazil. Despite its crucial role, localization often remains unnoticed by most consumers, effectively blending into the background.

Awareness of localization can enhance the way audiences engage with media. By considering the localization process, players, viewers, and fans can gain a richer and more thoughtful perspective on their experiences. An excellent example is the game Like a Dragon: Infinite Wealth, developed by the Japan-based Ryu Ga Gotoku team. Set in Hawaii, the game aims to appeal to both Western and Japanese audiences, showcasing the delicate balance between preserving cultural authenticity and making the content accessible. Localization, at its best, bridges worlds together, creating unique and immersive experiences for everyone involved.