Cross-Cultural Research on Video Game Localisation

master's thesis

• Title: Cross-Cultural Research on Video Game Localisation : A Comparative Analysis of Croatian and Spanish Gamers' Perspectives
• Title (croatian): Međukulturno istraživanje lokalizacije videoigara : Usporedna analiza stavova hrvatskih i španjolskih gejmera
• Author: Andrej Novak
• Mentor: Kristijan Nikolić (mentor)
• Committee member: Nataša Pavlović (predsjednik povjerenstva)
• Committee member: Snježana Veselica Majhut (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of English language and literature); Zagreb
• Defense date and country: 2023-12-13, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Anglistics

Abstract

The video game industry emerged in the 20th century and has experienced remarkable growth and surpassed other entertainment sectors in terms of global influence. This expansion has subsequently driven the demand for video game localisation across diverse language markets, including Europe. This qualitative research conducted in the English language therefore aims to provide insight into the perspectives of gamers from Croatia and Spain on video game localisation. The objective of the research was to understand diverse player expectations and consumer behaviours in countries with different traditions of audio-visual translation. Croatian gamers were expected to exhibit a higher degree of aversion towards video game localisation into their native language compared to their Spanish counterparts. Conversely, Spanish gamers were expected to be more likely to embrace video games in their native language compared to their Croatian counterparts. The data were acquired through anonymous e-¬mail interviews with predominantly open-ended questions and the subsequent comparative data analysis. The research confirmed both hypotheses. However, effective localisation can be a powerful tool for enhancing gameplay immersion, according to both participant groups. This suggests Croatian gamers’ attitudes might change if more successful video game localisations are presented to them. Lastly, these findings suggest localisation is an important aspect of product marketing, as consumers typically want the product to speak in their native language, so they can forge an emotional connection with it.

Abstract (croatian)

Industrija videoigara nastala je u 20. stoljeću i doživjela značajan rast te nadmašila ostale sektore zabave u pogledu globalnog utjecaja. Taj rast potaknuo je povećanu potražnju za lokalizacijom videoigara za različita jezična tržišta, uključujući Europu. Ovim se kvalitativnim istraživačkim radom provedenom na engleskom jeziku stoga želi pružiti uvid u stavove gejmera iz Hrvatske i Španjolske na temu lokalizacije videoigara. Cilj je istraživanja bio razumjeti različita očekivanja gejmera i potrošačkih navika u državama s različitim tradicijama audiovizualnog prevođenja. Očekivalo se da će hrvatski gejmeri pokazati veći stupanj averzije prema lokalizaciji videoigara na svoj materinski jezik u usporedbi sa španjolskim gejmerima. Nasuprot tomu, očekivalo se da će španjolski gejmeri imati veću sklonost videoigrama na svom materinskom jeziku u usporedbi s hrvatskim gejmerima. Podacima su prikupljeni putem anonimnog intervjua preko e-maila s pitanjima uglavnom otvorenog tipa i naknadnom usporednom analizom podataka. Istraživanje je potvrdilo obje hipoteze. Međutim, uspješna lokalizacija može biti moćno sredstvo za poboljšanje osjećaja uživljavanja u videoigru prema objema skupinama ispitanika. To ukazuje na to da bi se stavovi hrvatskih gejmera mogli promijeniti ako im se predstave uspješnije lokalizacije videoigara. Zaključno, ovi nalazi ukazuju na to da je lokalizacija važan aspekt marketinga proizvoda, jer potrošači obično žele da im se proizvod obraća na njihovom materinskom jeziku kako bi uspostavili emocionalnu vezu s njim.

• Keywords: audio-visual translation; video game localisation; culturalisation; immersion; product marketing
• Keywords (croatian): audiovizualno prevođenje; lokalizacija videoigara; kulturalizacija; uživljavanje u videoigru; marketing proizvoda
• Language: english
• URN:NBN: urn:nbn:hr:131:325642
• Study programme: Title: English Language and Literature (double major); specializations in: Linguistics, Literature and Culture, Translation, TEFL; Course: Translation; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra engleskog jezika i književnosti (magistar/magistra engleskog jezika i književnosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-12-14 12:37:02