Having played Ni No Kuni: Wrath of the Witch for just over forty hours now, I've seen my fair share clever word play, but my current favourite is one that might escape players who aren't from the UK. Slight spoilers!
When the gang is transformed into frogs, and they all talk in the froggy language by saying "Ribbit!" at one another, Drippy says "Rarebit!" which I can only assume is a reference to Welsh Rarebit - their equivalent of cheese on toast/grilled cheese. It was one of those moments that made me smile when I saw it, and it stood as yet more reminder that games don't need every other word to make your Grandma blush, or every female character to have gravity defying yet barely concealed tits to hold your attention.
This game exudes innocence throughout its long running time, but it doesn't become grating or feel false, and I really like that. I played DmC as my last new game, and I thoroughly enjoyed that, but Ni No Kuni is a welcome breath of fresh air in an era where most big selling games are of a more unsavoury breed.
When a game is still making me smile with its charm after forty hours of play it's doing something right. Lovely stuff.