“Transcreation” is a keyword you’ll see thrown around a lot in linguistic services - and for good reason! There is a lot to love about this unique blend of analytical and literary word. And video games are where it shines best.
Know the Difference: Accuracy vs Intent
Translation is almost word-for-word identical, localization is the same concept adapted for cultural sensitivities, transcreation is a creative reimagining of the content to better suit the audience. Translation follows the word, localization follows the message, transcreation follows the intent.
Some argue transcreation is a part of the localization process, others that they are two separate endeavors, but beyond semantics one thing is certain: translation, localization and transcreation all have use cases where they shine best.
Bringing more value to the audience
Cultural sensitivity is nice but sometimes insufficient when addressing an audience vastly different than that of the source material. Video games are an inherently artistic and creative medium, and only changing Michael to Miguel and AM/PM time to a 24-hour format might result in nicely structured but tone-deaf content. Transcreation makes characters relatable, it makes quests memorable, it makes poems rhyme, it makes players feel at home.
Different translators for different skills
Not every translator can transcreate! If you’re going to trust people with such decisions on your content, you need high confidence in their output. Solid creative writing skills and an adequate cultural background are vital. They must be able to grasp the cultural context of the source material and to sensibly calibrate the transformativity of the process.
Communication is key
Both ways, too! The original creators need to communicate very clearly what they want from the transcreation process - and what is off limits. On the other hand, transcreators must explain their reasoning behind each significant creative decision to make sure they’re all aligned with the original artistic mindset and tone. It’s a high-risk, high-reward process that should be approached cautiously and methodically.
Getting a new perspective
Preparing and managing such a process can be a learning experience for the original creator. Looking at their own work with new perspective and then witnessing the interpretation of third parties is likely to make the original content evolve or give ideas for later. Welcoming these new voices with curiosity and humility opens up to creatively stimulating exchanges.
Transcreation done right: Pokémon
Here’s what the three legendary birds on Generation 1 are called in some of the main languages:
- Japanese: フリーザー (Freezer), サンダー (Thunder), ファイヤー (Fire)
- English: Articuno, Zapdos, Moltres
- French: Artikodin, Electhor, Sulfura
The Japanese names are English transliterations, the English ones incorporate Spanish numbers and the French ones refer to ancient gods related to the elements. Each of these choices takes its regional version in a different direction while maintaining that same concept of foreign exoticism on top of the elements themselves. There was no practical reason to deviate from the original - it was actually more time and effort to spin them in a unique way, but the result is much more memorable. One might even argue the French names are more inspired than the originals!