Player Reception and User Experience of Casual Language in Video Game Localization: A Case Study of Genshin Impact in Indonesian

ABSTRACT: While the ultimate goal of video game localization is to provide an immersive and engaging experience for players, direct feedback from the players themselves is rarely measured. This study aims to fill that gap by investigating how Indonesian players receive the use of casual language in the localization of Genshin Impact, and how this reception impacts their overall user experience. Using the Game Translation User Research (GTUR) framework, the study utilized a quantitative reception survey distributed to Indonesian gamers. By using Exploratory Factor Analysis (EFA), the study found that players cognitively process casual language into two distinct factors: Language Variation (everyday slang) and Humour-Wordplay. The results reveal that the use of casual language is not only highly favored but also deeply impactful, accounting for 33.3% of the variance in players' overall satisfaction. Correlation analysis showed that localized slang and jokes strongly improve players' cognitive comprehension of the game's lore Furthermore, the demographic analysis uncovered a unique "bilingual paradox", in which players with advanced English proficiency actually gave the highest reception scores, showing a deep appreciation for the translators' creative "transcreation" efforts. Additionally, female players showed a significantly higher appreciation for the emotional nuances in the casual dialogue. Qualitative feedback also revealed that players highly appreciate the integration of local internet memes and socio-political jokes, provided they are not used inappropriately during serious narrative moments. Ultimately, the study demonstrates that allowing translators the creative freedom to use natural, localized slang rather than stiff, literal translation is a highly effective strategy to enhance player engagement and foster community trust. Keywords: Game Localization, Casual Language, Humour, Translation Reception, Genshin Impact