Plus Alpha is the localization company that is responsible for translating Dragon Quest games into English for North American and European territories, starting with Dragon Quest VIII. They are well known for their use of British English, a variety of puns, and pop culture references to, in their own words, "give our products a fresh flavour.". Though this method of localization has garnered acclaim from many gamers and critics, it has caused some issue with older fans for changing familiar names.