When entering the Korean gaming market, one of the key decisions developers face is whether to translate their game title. A well-localized title can make your game more appealing and relatable, but leaving it untranslated might preserve its global brand identity. This blog explores the pros, cons, and real-world examples to help you make the right choice for your game.
Introduction: Is Translating a Game Title Necessary?
In the Korean gaming market, most game titles aren’t fully “translated” in the traditional sense. Instead, they are typically transcribed into Hangul to match their original pronunciation. This method strikes a balance between preserving the global identity of the title and making it accessible to Korean players.
The Linguistic Basis for Phonetic Transcription in Korean
Korean, like English, is a phonetic writing system, meaning words are written as they are pronounced. This linguistic feature makes it easy to adapt foreign words into Hangul. Unlike Chinese, which uses logograms to represent meaning rather than sound, Korean resembles Japanese in its use of phonetic scripts, such as Kana in Japanese and Hangul in Korean.
For example, the English word “pizza” is transcribed as “피자” (pi-ja) in Korean, closely mirroring its original pronunciation. This process of phonetic transcription allows foreign words, including game titles, to retain their sound while being accessible to Korean speakers.
In the context of game localization, this linguistic trait makes phonetic transcription the go-to method for adapting global game titles to the Korean market. It ensures that players can easily read and pronounce the titles without losing their connection to the original brand.
Should I Make a Logo Image for Korean Text?
In the Korean gaming market, most companies opt to use the original English text logo for their games rather than creating a separate logo for the Korean-transcribed title. This approach is common among major global developers such as Blizzard Entertainment and Riot Games, who maintain consistency in branding across regions by using their English logo designs.
For example, games like Overwatch and League of Legends feature their original English text logos in Korean marketing materials, keeping the global brand identity intact. This practice reflects the importance of maintaining a unified visual identity in international markets.
Interestingly, this contrasts with the approach often taken in the Chinese market. Many games entering China translate the game title into Chinese and create logo images specifically designed in Chinese characters. This localized logo helps games resonate with the local audience, as Chinese players often prefer culturally adapted content. However, in Korea, the original English logo is almost always retained, reflecting Korean players’ familiarity with English text in branding.
That said, there are exceptions, particularly for localized content such as expansions or updates. A notable example is Hearthstone, where Blizzard often creates unique logo images for expansion packs, translating and designing the expansion’s name in Korean. This strategy helps connect more deeply with the local audience while keeping the main game logo consistent.
Ultimately, whether to create a Korean text logo depends on your game’s branding goals and the level of localization you wish to achieve. For most cases, sticking to the original English logo is a practical and effective choice.
Examples of Game Titles in the Korean Market
Standard Examples
In the Korean gaming industry, most game titles are transcribed phonetically into Hangul, staying true to their original sounds. Here are some notable examples:
- League of Legends → 리그 오브 레전드
- The globally recognized MOBA title keeps its original pronunciation intact, making it easy for Korean players to connect with the brand.
- Click the speaker icon on Google Translate to hear the Korean pronunciation.
- Overwatch → 오버워치
- This popular FPS game follows the same phonetic transcription strategy, maintaining its international identity while ensuring local accessibility.
- Click the speaker icon on Google Translate to hear the Korean pronunciation.
- Path of Exile → 패스 오브 엑자일
- The case of “Path of Exile” is similar but requires a bit more consideration.
- First, the game title is transcribed into Korean as “패스 오브 엑자일”, which replicates the English pronunciation as closely as possible rather than translating its meaning. However, the term “Exile” is frequently used in the game itself. In-game, Exile is not translated as “엑자일” but instead rendered as “유배자” (the Korean word reflecting the meaning of Exile).
- This means that when understanding the term in the game is crucial, it is typically translated by its meaning rather than its pronunciation. Therefore, transcribing game titles phonetically rather than translating their meanings is perfectly acceptable, as seen in this case.
- World of Warcraft → 월드 오브 워크래프트
- Another classic example where the title’s phonetic essence is preserved, allowing the game to appeal to its Korean audience without altering its global reputation.
- PUBG (PlayerUnknown’s Battlegrounds) → PUBG: 배틀그라운드
- Officially referred to as “PUBG: 배틀그라운드” on its website, this title uses a combination of its global brand name “PUBG” and a phonetic transcription of “Battleground” in Korean. This hybrid approach helps maintain brand identity while catering to the preferences of the Korean market.
How Korean Gamers Refer to These Titles
While game titles are phonetically transcribed into Hangul for accessibility, Korean gamers often create their own nicknames for these games, making them easier and quicker to reference in conversation. Here are the full Korean titles alongside the nicknames:
- League of Legends → 리그 오브 레전드 → 롤
- Korean players affectionately call it “롤”, a one-syllable abbreviation derived from the pronunciation of the English word “League.”
- Overwatch → 오버워치 → 옵치
- Players commonly refer to it as “옵치”, combining the first syllables of “Over” and “Watch” in Hangul.
- World of Warcraft → 월드 오브 워크래프트 → 와우
- Known as “와우” among Korean gamers, this nickname comes from the initials of “World” and “Warcraft” in Korean pronunciation.
- PUBG: Battlegrounds → PUBG: 배틀그라운드 → 배그
- Often called “배그”, this nickname is a shortened form of “Battlegrounds,” widely recognized in the local gaming community.
These nicknames are a natural part of Korean gaming culture, reflecting the community’s preference for brevity and familiarity in communication. They also highlight the linguistic creativity of players in adapting global titles for casual use.
Games with Titles Translated by Meaning
In the Korean market, most game titles are phonetically transcribed to preserve their original sound. However, there are rare cases where titles are translated based on their meaning to better communicate the game’s theme or mechanics to Korean players. A notable example of this approach is:
- Teamfight Tactics → 전략적 팀 전투
- The English title “Teamfight Tactics” is unique compared to other game titles because it is more descriptive than it is branded. Unlike names like “Overwatch” or “League of Legends”, which focus on creating a distinctive, memorable brand identity, “Teamfight Tactics” explicitly conveys the game’s core mechanics—strategic, team-based battles. In Korean, the title was officially translated as “전략적 팀 전투” (Strategic Team Battle) to maintain this descriptive intent and provide clarity for local players. However, among Korean gamers, the game is rarely called by its official title. Instead, it is widely known as “롤토체스” (a combination of “롤” for League of Legends and “오토 체스” from its gameplay inspiration). For even shorter references, players often use nicknames like “롤토” or “롤체.”
This dual naming reflects the creativity of the Korean gaming community, which often develops shorthand terms for games that are easy to use in everyday conversations. While the official title serves a clear purpose in branding and marketing, these nicknames highlight how players naturally adapt names for convenience and familiarity.
Need a Localization Expert?
If you need professional Korean localization for your game, look no further. As the author of this website and an experienced game translator, I specialize in creating translations that resonate with players and help your game succeed in the Korean market. Feel free to get in touch anytime.