It is “play” that first bonds us to our own culture and history. Thus when we are entertained, we are entertained at a much deeper level than you may think. In terms of an entertainment product, many underlying cultural, regional, and linguistic facets come together to create an experience that we enjoy. Therefore, in order to successfully bring a product into a foreign region and culture, it requires more adaptation than simply the language: it requires a customization of what each culture accepts as normal, fun, appropriate, and amusing. Without this, a product can face crippling problems when released in another region. The ability to understand these normally invisible problems, and turn them into grounds for success, is the art we call localization.