A corpus-based analysis of semantic shifts in the localization of English video game titles into Chinese

In the context of the burgeoning global video game industry, the translation and localization of game titles serve as a critical first point of contact between the product and potential players. Accurate and culturally sensitive translation can significantly impact a game's reception and success in foreign markets. This research underscores the importance of this aspect of video game localization by employing a corpus-based approach to investigate the semantic shifts that occur in the translation of English video game titles into Chinese. The paper compiles a significant set of English video game titles along with their Chinese translations. This corpus is subsequently analysed to categorize and scrutinize the data. The research focuses on identifying instances of semantic shifts in the translated titles. Semantic shifts, changes in meaning extending beyond direct linguistic translation, often occur as translators adapt to the cultural and linguistic expectations of the target audience. Through cluster analysis and data visualization, these shifts are examined and categorized based on their nature and extent. The study also discusses how these semantic shifts reflect the strategies employed by translators and localizers. The implications of these semantic shifts for both the gaming industry and translation studies are explored, discussing how understanding these shifts can aid localizers in effectively adapting game titles and other content for the Chinese market.