Collectively our team has over ten years-worth of experience in localising Japanese anime and video games. We understand that when it comes to creative translation such as in video games and animation, transferral of the literal meaning is seldom the objective. The process of converting such idiomatic syntax from Japanese to English requires not only a clear understanding of the context, cultural knowledge enabling a firm grasp of the context and its implication to the all-important storyline. We take the original text and adapt it to fit the target language, avoiding over-literal renditions, reinterpreting jokes where required and generally amending the original text to fit its target audience. When subtitling or translating a video game or animated series, what matters is finding a natural equivalent in English, even if sometimes that means straying a good distance from the source text.