Let’s Play – What Do You Meme

What Do You Meme is a fun and viral adult board game distributed in over 60 countries and several languages. The game concept is to match funny captions cards with trendy memes and create social interactions, laughing around the possible matches.

The game had become viral on TikTok and Instagram in the US, and the manufacturers subsequently started exploring expansion into the Chinese market.

The core challenge faced by the WDYM team is that the English game and current meme references were not a part of Chinese culture, and therefore not necessarily understood by consumers in the market.

In, perhaps, the most exhaustive product localization effort in China in years by any global organization, Creative Labs worked on localizing all the caption and meme cards using sentences from modern Chinese internet culture, in a way that ensured that Chinese consumers would find them funny and relevant.

This type of work required great sensitivity and nuance around modern Chinese culture and language, and was executed with great care and attention to China’s internet culture and way of life.

After conducting this research and development work, Creative Labs executed a series of test panels with focus group audiences, to optimize the caption and meme cards, completing and delivering the first official Chinese version of What Do You Meme to consumers across the country.