Intercultural application of cinematic techniques in arts marketing of video games for Japanese audiences: the case of the ''Ghost of Tsushima” trailer

Abstract

The emergence of video games in the 1970s marked a major cultural shift in the entertainment sector, which spread rapidly worldwide and required innovative strategies to ensure global competitiveness (Bernal-Merino, 2016). Among these strategies, video game localisation and transcreation emerged as central methods for adapting video games to different cultural contexts while maintaining their original philosophy and feel. This research explores the complexities of localisation and transcreation through a case study of the special samurai film-style trailer for 'Ghost of Tsushima', an action/adventure video game with themes deeply rooted in Japanese history and culture but developed by Sucker Punch Productions, an American company. Set in feudal Japan during the Mongol invasion of Tsushima Island, players control Jin Sakai, a samurai warrior who becomes the "Ghost" to defend his homeland using stealth and unconventional tactics.