Audience and Player Preferences Regarding the Cultural Localization of (Non)Interactive Multimedia Products in Iran

Abstract

Existing survey-based user-centric game localization studies lack a detailed approach to audience preferences regarding the cultural aspects of (non)interactive multimedia localization. Thus, the present study seeks to provide an account of the culturalization preferences of the Persian audience in the context of video games and movies. By providing 209 Persian-speaking participants with a 23-item questionnaire based on content subject to modification in video games and movies (religious issues, sociocultural issues, and sociopolitical references), the results showed that the existing culturalization practices in Persian multimedia localization do not align with Persian audience preferences, except in dealing with sociopolitical references made to Iran. Demographic factors such as gender, age, and consumption habits influenced preferences, alongside strong correlations between views on game and movie localization and negative perceptions of censorship’s impact on quality. These findings have implications for more informed Persian game localization decisions, both for agencies and for policymakers.