The impact of cultural localization on player experience in video game

Hew, Chloe Kha Yee (2026) The impact of cultural localization on player experience in video game. Final Year Project, UTAR.

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Abstract

This final year project focuses on the development of a culturally inspired digital game that integrates Malaysian cultural elements to enhance player immersion and engagement. The study explores the concept of cultural localization in game design, where traditional food, local environments, visual aesthetics, and cultural practices are incorporated into gameplay to create a more relatable and meaningful player experience. The main objective of this research is to examine how cultural representation within games can influence player interest, emotional connection, and overall immersion. By embedding Malaysian cultural identity into the game design, the project aims to demonstrate the importance of authenticity and familiarity in interactive entertainment. The development process includes game design, asset creation, and implementation of culturally relevant elements within the gameplay mechanics. Feedback and testing were conducted to evaluate player response and engagement levels. The results indicate that culturally localized content can significantly improve player enjoyment and strengthen the sense of immersion within the game world. In conclusion, it can be noted that the cultural elements play important role in game design and player immersion. This approach makes games more interesting for players from a particular country and increases their engagement.

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