trademark; all the other characteristics might be subject to customization due to the need to appeal to the local market. Therefore, the translation will be in some cases an actual recreation, or, to put it in the words of Mangiron & O'Hagan (2006), a "transcreation", where translators will be expected to produce a text with the right "feel" for the target market. It is important for translators to be aware of the logic behind this. Video games are a software product, and as such, they will have manuals and instructions, as well as interactive menus and help files. This will call for technical translation. On the other hand, we will also find narration and dialogue closer to literary texts or film scripts where a more creative translation would be expected. However, unlike most forms of translation, video games can adapt or even change the original script, as long as it is in the search of enhanced fun and playability of the target culture. We can only find a parallel of this type of practice in the translation of children's literature where professionals often adapt or alter the original text to improve children's understanding and enjoyment of the book. SCEE David Reeves, has stated that the main reason that Europe is often affected by significant content delays is because of language localization. He stated "the problem is that there isn't enough incentive for developers to work on multiple language translations during development. Hence, Europeans suffer delays and may never see a particular title". He also commented on why the UK and Ireland which are English speaking countries, also experience the same delays as those in continental Europe with many different languages despite little or no modification. He stated "With PlayStation Store we could probably go in the UK almost day and date. But then what are the Germans and the French going to say to me? That I'm Anglo-centric" indicating that the reason that these countries also must wait is to avoid criticism from other large European gaming countries such as Germany and France. Cultural changes Often localization changes include adjusting a game to consider specific cultural sensitivities. These changes may be self-enforced by the developers themselves, or enacted by national or regional rating boards (Video game content rating system). However, games are still sometimes released with controversial or insensitive material, which can lead to controversy or recall of the product.