Semiotics and pragmatics can help Translation Studies and the translation industry to shift from the literalist word-focused approach-resurrected by Computer Assisted Translation Tools (CATTs)-into a polysemiotic, communication-focused process. Unfortunately, game localisation remains a largely misunderstood and mismanaged process (Chandler & Deming 2012 O’Hagan and Mangiron 2013 Bernal-Merino 2015) endangering the felicitous semiosis created by designers for their compatriots. In fact, professional gaming has already become a spectator sport like basketball or football, and there are fully-dedicated e-sports channels-such as TwitchTV-that are gaining viewers in the millions across the world. In this sense, video games can offer as much of an aesthetic and informative experience as cinema and TV creations. With almost two billion video game fans worldwide (Statista 2014) from the casual to the professional player, the localisation of video games has become a clear business decision for publishers because it determines not only the entrance but also the permanence of their brand in each country.
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