CHANGES IN APPROACH TO ENGLISH LOCALIZATION OF JAPANESE VIDEO GAMES

Abstract

Since the emergence of the video game industry with the introduction of Atari's Pong in 1972, the rapid evolution of video games as a medium can be largely attributed to Japanese efforts, particularly in the advancement of the console market and the establishment of the current state of the industry. As a pop culture export alongside anime and manga, video games must undergo the process of localization to be deemed palatable for foreign markets. Strategies regarding this localization process have evolved significantly over time. Initially, Japanese video games were created with a domestic audience in mind before receiving an English localized version some time after its original release. With Japanese cultural exports becoming more mainstream in the West, to ease the process of localization, Japanese video game development has steadily shifted over time to be geared more towards creating something with foreign appeal from the outset. The potential loss of these games' cultural identity raises concerns for the future of the industry