Sharing a Physical TCG with the World—An Interview with International Shadowverse: Evolve Staff
In 2022, the digital card game Shadowverse received a physical TCG version called Shadowverse: Evolve, which is available not only in Japan, but also internationally in English and simplified Chinese. This issue, we’ll be interviewing staff members involved in bringing Evolve overseas, and dive into the ins and outs of developing and marketing for a global audience.
- Global AllianceJoshin
- Born in America, Joshin joined the company in 2022 after working as a heavy machinery engineer. As the lead for the English and simplified Chinese versions of Shadowverse: Evolve, he oversees the development and marketing of both versions.
- LocalizationElbert
- Born in Australia, Elbert joined the company in 2019 after graduating university. As lead Localization LQA for both Shadowverse and Shadowverse: Evolve, he is responsible for checking and editing translations. He has been involved with Shadowverse: Evolve since its initial release.
- LocalizationKevin
- Born in America, Kevin joined the company in 2022 after obtaining a postgraduate degree. He primarily provides card text translations for the English version of Shadowverse: Evolve.
- Global AllianceQi
- Born in China, Qi joined the company in 2020 after a career in marketing for Chinese television and obtaining a postgraduate degree in Japan. She was involved in the publishing process of Shadowverse before taking charge of Shadowverse: Evolve’s publishing.
Bringing a Physical TCG Overseas
The Process from Translation to Print
In addition to Japanese, Evolve is available in English and simplified Chinese. Can you share why the game was released overseas? And what is the release process like?
Joshin: With the successful release of Evolve in Japanese, it was decided we’d also bring it to other parts of the world. The Japanese version is actually made in cooperation with Bushiroad Inc. Cygames handles planning and development, Bushiroad takes charge of manufacturing and business, and both companies work in tandem for promotional events and official tournaments.
The English version is being made in cooperation with Bushiroad International Pte. Ltd., the overseas branch of Bushiroad. Cygames primarily supervises the handling of the IP, as well as the localization of the game and development of the support app.
Qi: The simplified Chinese version of Evolve is sold and distributed by NetEase Games, who also publishes Shadowverse. Cygames only supervises the handling of the IP here.
What kind of problems have you faced while developing the English and simplified Chinese versions of Evolve?
Elbert: One of my biggest points of concern is that we’re working with printed material. When working digitally, mistakes can be adjusted in patches, but physical media would require a recall of all goods… which wouldn’t be realistic whatsoever. So we spend an ample amount of time translating and checking, and also put measures in place to prevent consistency issues in the future when adding new cards and abilities.
Qi: Getting the simplified Chinese version printed was actually a huge struggle. It turns out that printing in another country involves different techniques and even ink, so it took a lot of effort to get the colors and finishing touches looking exactly like the Japanese version. Thankfully, the factories were willing to revise the color proofing multiple times, which significantly bumped up the quality of our cards after the initial round of releases.
It definitely sounds like you had plenty of hurdles to overcome. But if you wouldn’t mind, could you explain a little more about the translation process?
Elbert: At the beginning, we thought about bringing over the English wording for skills straight from Shadowverse, but quickly realized that wouldn’t work. The lack of a computer to handle rules for you in a physical TCG meant that the finer details needed to be more clearly stated for players.
So instead of borrowing text from the original game or directly translating Evolve’s Japanese text, we had to write everything from the ground up and ensure even a beginner can understand the rules.
Kevin: To make sure a card’s effects and abilities are clearly conveyed, we pay particular attention to making the text easy to parse. For example, the Japanese version once had text that would literally translate to “while this card is around,” before it was later revised. Meanwhile, the English version from the get-go used the more precise wording “while this card is on the field” instead.
Joshin: We also have to worry about text length, as English in general tends to take up more space than Japanese. Font size can be adjusted to fit a card, of course, but we want to avoid that as much as possible. This has led to the removal of flavor text and the creation of English-original keywords.
Kevin: We can show you what we mean with a card we’ve adjusted in multiple ways. Let’s take a look at Mammoth God’s Colosseum.
Card details in Japanese and in English.
First, the Fanfare text.
Japanese: 各プレイヤーは、自身の場のフォロワー1体を残し、それ以外の自身の場のフォロワーすべてを墓場に置く。
English: Each player buries each follower on their field except for one of their choice.
The English text here is made shorter by selective word choice and the use of the English-original keyword “bury.” In an attempt to be as precise as possible, we originally translated this sort of effect as “put (it) into its owner’s cemetery,” but later decided to use the word “bury” to express the same meaning in a concise manner.
Next, the Last Words text.
Japanese: 自分のデッキから《頂きの闘技場》1枚を探し、場に出す。
English: Search your deck for a Colosseum on High, summon it, then shuffle your deck.
This is a case of the English differing from the Japanese in order to clarify a game rule. The Japanese version always omits the “shuffle your deck” part when searching through your deck, but we make sure to write it in English so that beginners can pick up the game and play without trouble.
Qi: Much like Japanese, simplified Chinese also uses kanji, or Chinese characters, so we don’t have nearly as much trouble as the English version with our translation or layout. NetEase Games handles the translation for Evolve, as they already do for Shadowverse, while Cygames checks and edits their work.
Overseas-Original Endeavors
Collabs, Limited-Edition Merch, and Shopfront Ads
What adjustments have you had to make for Evolve while developing it for overseas markets?
Qi: Both NetEase Games and our players in China requested that the simplified Chinese version catch up to the Japanese as soon as possible. In order to make this happen, we combined expansions, so each booster pack actually contained cards from two expansions at once. We also offer products only available in China, like cards with alternate art and playmats with original designs.
Joshin: The English version is being developed for multiple countries across the world, so we’re pretty careful about making sure each country feels like they’re being treated equally. For example, we hold tournaments and events in different places, but keep the content as similar as possible. This includes making sure cards are never limited to a single country.
What are the overseas communities for Evolve like?
Joshin: Like I just mentioned, the English version is available in a wide spread of places, so players usually interact online. Official information is usually shared across X, Facebook, and Instagram, but players themselves will have private video calls to play online matches. I’d wager this happens far more for the English-speaking community than it does for the Japanese.
Qi: Many card shops in China oversee their local community, but on a wider scale, players communicate in group chats on common Chinese apps.
What kind of advertising is done for the overseas player base?
Qi: In China, our focus is on advertising in storefronts. Most people won’t walk into a shop without being tempted by something flashy, so we develop eye-catchers like jumbo versions of cards and huge posters. We’re always thinking of ways to stop people in their tracks and get their attention.
Joshin: The same goes for the English version. We have stores decorated with posters and cardboard cutouts—whatever it takes to stop visitors in their tracks to take a look at the cards. After all, nothing quite shows off the appeal of a TCG like looking at the actual cards.
What kinds of special endeavors have been popular with fans overseas?
Joshin: For the English speakers, we’ve actually released limited-edition cards for a version of Evolve called Gloryfinder, which is unique in that it can be played with three or more people. Unlike Japan, where a competitive 1v1 format is the norm, English-speaking countries tend to enjoy card games that can be played casually on a Friday night between a group of friends. So we wanted to make something that’d be appealing to them. Isn’t it fascinating that the same game can be enjoyed so differently depending on culture?
Whose aid will you receive?
— Shadowverse: Evolve (@svevolve_en) July 19, 2024
The first Gloryfinder bundle, Guide to Glory, is now available at your local store!#Shadowverse #ShadowverseEvolve #Gloryfinder pic.twitter.com/eZwBOhZlep
Qi: The simplified Chinese version actually released a leader card and Legendary card of a character that was originally created for a Shadowverse tournament. Along with this, we also showcased her official voice in the Evolve support app. This ended up being extremely popular not only with existing players, but also with people who picked up Evolve because they became interested in the character.
Bringing People Together Through Evolve
Hosting In-House Tournaments
Do you have any personal experiences with Evolve you’d like to share?
Kevin: I remember when I first started collecting cards, I thought the art for Alice, Wonderland Explorer was really cute. So I bought booster packs for the third expansion, Flame of Lævateinn, and immediately pulled Alice’s Legendary card. That moment still sticks with me to this day.
Joshin: After I bought my first starter deck and played with my brother at home, I got hooked on the game. I started organizing in-house events for staff and even became qualified to judge official tournaments. But I’m the type of person who likes using mid-level decks instead of meta decks, so I’ve participated in in-house tournaments where I’ve lost every single game before (Joshin laughs).
Elbert: As a member of the team, I was pretty confident in my knowledge of card abilities and rules before my first game. But actually playing showed me how difficult strategizing could be. It was also fun seeing how a physical TCG differs from its digital counterpart. As an aside, I want to mention that I love how cool the Albert, Levin Saber card is, and how goofy the Tart Man card is.
Qi: One of Evolve’s finer points is how it connects people. Being face to face with someone allows for conversation and adaptability, like pointing out when someone’s made a mistake and casually making adjustments. It’s just a good, fun time with whoever you decide to spend it with. I personally prefer simple, straightforward damage, so I tend to use cards like Dark Dragoon Forte.
What kinds of moments really give you a sense of satisfaction and fulfillment in your job?
Elbert: For me, it has to be when things finally go on sale. I’m satisfied that I’ve done my job, especially when players are able to play the game smoothly because they fully understand the text.
Kevin: I guess for me, it’s when a translation comes together. English tends to get a lot longer than the original Japanese, so it’s always really satisfying to trim things down and make everything fit right.
Qi: The biggest moment in my own experience was when the game finally released in simplified Chinese. As I’ve already shared, the development of this version was really rough, which was reflected in the nine months it took to get everything completed. But when I finally held that first finished card in my hand, I realized all our efforts paid off. Plus we learned a lot of valuable lessons, which helped us finish our next batch in a mere two months. That sense of progress was definitely satisfying.
Joshin: As the lead for foreign languages, it’s immensely satisfying to see Shadowverse as a brand expand its horizons and gain more and more recognition. I remember attending an event not too long ago and seeing people using cards I helped develop. I would nod along like, “Yep, smart move.”
Knowledge Gained from Experience
Good Translation and Putting Players First
What things have you learned by working on Evolve?
Elbert: This was my first time being involved with the development process of something, so I’ve learned quite a lot. I think I’ve developed my leadership skills in particular, by handing tasks out, consolidating staff opinions, and making final decisions when a consensus can’t be reached.
Kevin: I feel like I’ve learned a lot about the scope of what makes a good translation through Evolve. I spent a lot of my time translating story content and dialogue before, so I always thought ability-type text was more focused on uniformity and strict formatting than it was creativity. However, actually working on it made me realize that it’s less following set phrases, and more recognizing patterns and creating concise, correct expressions. So in reality, it’s not too much different in its demands for creativity.
Qi: I picked up the importance of putting players first through my work here at Cygames. Since Evolve is a physical TCG, it’s been especially important to meet the needs of the players on the ground—like recognizing that those who played the simplified Chinese version wanted two expansions at once and giving it to them. As cheesy as it sounds, it makes me happy to see our players happy.
Joshin: As someone who was completely new to the gaming industry, I didn’t know right from left when I joined the company. Thankfully, I had coworkers with plenty of experience and helpful superiors who showed me the ropes, and over time, I’ve come to figure out what kind of career path I want to take going forward.
What’s the atmosphere like at work? Like with your teams and such?
Joshin: It’s a pretty easy-to-work-in environment that lets you focus on the work you want to do. You can hit up anyone for help or advice, or just to talk about your hobbies. You also get access to the latest info about the game before anyone else, which is nice, and you can really feel the passion from everyone around you.
Qi: I agree. Everyone’s really kind and easy to chat with, especially when you want to talk about the latest in games from around the world. This extends to even our weekly meetings. You can get someone’s honest opinions, even in front of so many people.
Kevin: The teams we work in are pretty small, but on the flipside, this makes conversation a simple matter. If you ever need to discuss something, you can just talk to someone without needing to schedule a whole meeting. I really like this openness we’ve got going on.
Elbert: Our localization team is filled with talented translators from all over the world, so the bar is always really high. You’d think that would make for a strict environment, but everyone really is friendly—and I say this as someone who’s pretty shy. Getting to be a part of this team honestly makes me glad to have joined Cygames.
Lastly, do you have anything to say for those interested in joining Cygames?
Qi: You can meet a lot of different people here, so if you end up working with us, I’m pretty sure you’ll learn a lot while enjoying the ride.
Kevin: I’ve personally learned a ton while working on Evolve. If you like games, you’ll fit right in here.
Elbert: Even if you don’t have any prior experience in the industry, anyone who’s confident in their translation and language abilities should feel free to apply. We love games, and we’re always striving to make ours better, so if you’re interested in game development and the work that goes into it, give us a try.
Joshin: While industry experience is nice and being well-versed in games helps, they’re not necessarily the only things we’re looking for. Our company strives to be “the best in entertainment,” which means that we’re looking for a variety of people who can help us develop all sorts of content. Definitely check out any open listings we have.
That concludes our interview with Evolve’s international staff.
Keep an eye out for future overseas endeavors!
