Localizing is a kids’ game… or maybe not: a dive into the challenges of localizing a sports game for children

Localization is a complex and delicate process of game development and, if done correctly, it takes a wide variety of factors into account: context, language, formal/informal registers and, last but not least, the target audience. The latter is sometimes overlooked, even though it has a profound impact on the localization process. In fact, whether a game is destined for millennials, gen Z, gen X or children, the language will need to be shaped accordingly in order to be both appealing and relatable for the audience. This has been the case with NBA Bounce, a basketball game for children.

In this article we are going to take a deep dive in the localization process of sports games for children and the challenges they pose.

The first thing a localization specialist should do before starting the localization process for any game is studying the reference material provided (if available): videos, images, PDF files, and so on. This allows us to get a better understanding of the narrative context, the characters’ psychology and relations between each other, but also to have an early overview of the challenges posed by the text of the game.

In the case of NBA Bounce, but also other such sports games, the things noticeable at a first glance are: technical language, cultural references, witty and fun expressions, wordplays and puns. After all, in order to be appealing for the younger audience, these products should be fun and entertaining to play under every aspect, from the gameplay to the graphics, and even to the language.

In the case of a basketball game there are several specific terms and expressions that are often mixed with puns, idioms, and cultural references, especially by the commentators, whose purpose is engaging with the audience and, in this case, the players. However, the localization specialist should never forget who the target audience is: children. Therefore, the language should not be too technical, complex, or even vulgar: fun and intelligibility are our key focus points.

Let’s take a closer look at one of the commentators’ lines: “The player put a little extra gravy on that two-pointer!”.

One of the first things that catches our attention is the expression “put a little extra gravy” mixed with the technical term “two-pointer”. What we should focus on before diving onto the keyboard and type away is analyzing the sentence while keeping in mind the key points mentioned above: context, language, formal/informal registers, target audience.

First of all, we start with the context. From the context, we understand that the “extra gravy” is a figurative expression: the player is not putting gravy on their shots (but never take things for granted!). Then, we analyze the type of language used: it is witty, fun, and colorful. Afterwards, we think about registers: it is clear that the commentators use an informal register: the sentence is direct, simple and clear.

Finally, the target audience comes into play and allows the translator to shape the words and the structure of the sentence. If the game is made for children, long and articulated sentences full of subordinate clauses would be counterproductive, as they would hinder the intellegibility of the text.

Now, let’s take a look at the translation proposal used for Italian: “Una bella DOPPIA razione di punti dal nostro giocatore!”

This literally translates to “A nice DOUBLE ration of points from our player!” The concept of “two-pointer”, which is a technical term used when players score two points from the paint, has been adapted to be part of a witty expression related to food (“double ration”), originally conveyed by “extra gravy” in the source text. By doing so, both the reference to food and the technical term remain in the translation, ensuring a simple structure of the sentence at the same time.

Another aspect that a good localizer should never overlook, especially when translating children's games, is staying up to date in terms of language, trends, but most of all… drum roll sensitivity.

Across generations, the sensitivity spectrum has shifted considerably. If we think about 60 years ago, it was completely normal to portray the use of cigarettes or alcohol in cartoons made for children. The same goes for language. References to tobacco, alcohol, and violence were not considered harmful for the younger audience. Today, however, things have changed. Society is much more sensible and careful about such themes now, to the point where the use of some idioms or expressions is actively avoided.

As localizers, we need to be aware of such trends and not dwell on our own childhood memories and cartoons, as they might not be up to today's sensitivity standards. In fact, in the case of children's games, it is always best to double (or triple) check the expressions and idioms we would normally use.

After coming this far, we saw how many factors come into play during localization, and how they synergically interact with each other influencing the outcome, like a give and go of words.

In the case of games for children, we should pay particular attention to the vocabulary used as well, avoiding any mentions of explicit violence or profanities, and making the game safe and fun to play for the intended audience.

All in all, we could say that game localization is like an obstacle course, where every word or expression might cause us to disastrously tumble to the ground. However, just like basketball, translation is a team effort, and it works its best only when every member of the team cooperates to reach the final goal: creating something that is appealing and fun to play for the audience.