Video game localization is more than just translating text; it’s about adapting content to align with cultural expectations. Over the years, Japanese game developers have had to make surprising changes when bringing their games to the American market—one of the most notable being the replacement of alcohol with coffee.
The Disappearance of Alcohol in Classic Games
A prime example of this shift can be found in EarthBound, the cult-classic RPG released by Nintendo in 1994. When the game made its way to North America, translator Marcus Lindblom was tasked with adjusting content to meet stricter guidelines. One of the more amusing alterations? A visibly drunk character drinking beer was rewritten to be enjoying a cup of cappuccino instead.
This was no arbitrary change—Nintendo had a history of enforcing family-friendly policies to ensure their games remained accessible to younger audiences. By swapping out alcohol for coffee, the company avoided raising age ratings and made the game more palatable for American parents.
Why Alcohol Was Replaced ?
There were several reasons why alcohol references were toned down in games exported from Japan to the U.S.:
- Ratings Restrictions: Even mild references to alcohol could push a game into a stricter rating category, potentially limiting sales.
- Parental Concerns: The 1990s saw a rise in video game scrutiny, and any sign of drinking in a game marketed to kids could trigger backlash.
- Corporate Policy: Nintendo of America followed strict content guidelines, covering everything from religion to violence and drug use.
This trend wasn’t exclusive to EarthBound. Other games saw similar tweaks—characters caught in drunken stupors were suddenly portrayed as feeling “dizzy,” and taverns became “cofees.”
More Than Just Alcohol: A Broader Trend
Censorship in video game localization didn’t stop at alcohol. Japanese developers often had to adjust:
- Smoking: Characters known for their cigarette-smoking habits (like Sanji from One Piece) had their smokes replaced with lollipops in Western adaptations.
- Violence: Blood was sometimes recolored or removed entirely, as seen in early console versions of Mortal Kombat.
- Religious Symbols: Many RPGs had crosses removed or altered to avoid controversy.
One particularly interesting case involved coffee itself. While alcohol was often swapped out for a cup of joe, some anime and games censored coffee for being “too mature” for younger characters—replacing it with hot chocolate instead.
The Role of the 1990s in Shaping Localization
The strict approach to localization wasn’t arbitrary; it was a reflection of the gaming industry’s concerns in the late ’80s and ’90s. At the time, Nintendo of America dominated the market and enforced a stringent content policy to avoid controversy.
These policies led to heavily altered versions of Japanese games, ensuring they met Western expectations. Over time, this even shaped Nintendo’s reputation as a kid-friendly company—a reputation that persisted until rival consoles like Sega began appealing to older players with edgier, less censored games.
The creation of the Entertainment Software Rating Board (ESRB) in 1994 eventually changed the industry. By introducing an official ratings system, publishers could target different age groups without excessive censorship. This meant that over time, developers had more freedom, and games could retain more of their original content.
Localization or Censorship? A Debate Among Gamers
The topic of game localization remains controversial. Some see it as a necessary process to make games more accessible to different audiences, while others argue that it dilutes the original artistic vision of the developers.
For example, Bandai Namco’s localization teams have openly discussed how they tweak character designs, alcohol references, and even political themes to ensure their games resonate with Western players. Some developers, like Katsuhiro Harada of Tekken, have pushed back against these changes, arguing that fans deserve the most authentic experience possible.
The Evolution of Game Localization
Today, gaming audiences have grown more diverse and accepting of mature themes. While major censorship changes are far less common, localization teams still navigate complex cultural differences when bringing Japanese games to global audiences.
Whether it’s swapping beer for coffee, tweaking character outfits, or reworking dialogue to fit cultural norms, localization remains an essential part of the industry—one that continues to spark debate among gamers and developers alike.