CULTURAL ADAPTATION IN THE LOCALIZATION OF ENGLISH VIDEO GAMES INTO UZBEK

The increasing globalization of the video game industry has intensified the demand for culturally sensitive localization practices, particularly for underrepresented languages such as Uzbek. This study investigates the cultural dimensions of translating English video game texts into Uzbek, with a specific focus on idiomatic expressions, humor, and culturally bound references. Drawing on functionalist translation theories and the concept of transcreation, the research employs a qualitative comparative analysis of selected game texts and their Uzbek renderings. The findings demonstrate that effective localization requires strategic cultural adaptation rather than literal translation, as well as a high degree of translator creativity and intercultural competence. The study argues that culturally informed localization significantly enhances player immersion and reception. It further proposes the development of standardized cultural adaptation guidelines for Uzbek game localization.