Millions of people worldwide enjoy playing digital games. It is often a challenging task to transfer the gaming pleasure from one audience to another, as this is accompanied by a change in language and culture.
For game producers and developers as well as for translation companies, this challenge is known under the name of Transcreation.
Rather than simply rendering the content of the source text into the target idiom, transcreation starts from a different premises: it is more of a creative belief and the desired action you aim to trigger in your audience that lie at the root of transcreation.
A translation team involved in transcreation should make sure that the message resonates with the new target group, rather than literally translate sentences and phrases.
Names, numbers and other conventions have to adapted as part of the transcreation process, as well the general language feel.