Document Type : Translation Studies
Authors
1 PhD Student, North American Studies, Faculty of World Studies, University of Tehran, Tehran, Iran
2 Assistant Professor, English Department, Islamic Azad University, Science and Research Branch, Tehran, Iran
Abstract
This study explores video game localization as a growing field with substantial potential in Iran’s market. With limited local game development, localization offers Iranian localizers a promising business opportunity. While existing Iranian research often focuses on localization challenges, norms, and some skepticism due to past setbacks, this study uses qualitative thematic analysis to examine Counter-Strike: Global Offensive and its localized version, known as Zula. Key themes, including user interface, character adaptation, gameplay, monetization, and in-game chat, were analyzed to assess how localization strategies impact user engagement and cultural resonance. Findings highlight Zula’s effectiveness in aligning content with Iranian cultural values, including its use of localized maps, Persian text, and culturally neutralized characters, which fosters a sense of national identity and enhance user engagement. However, some weaknesses persist in the internationalization and translation stages such as issues with writing direction and incomplete translations. The study also reveals the economic potential of successful localization, with estimated monthly revenues of IRR 189 billion indicate high profitability for well-localized games in Iran. By addressing existing gaps and proposing pathways for growth, this study contributes to the establishment of a sustainable and globally competitive localization industry in the Iranian gaming sector.
Keywords
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