Cross-Cultural Interface Design in Digital Games: An Exploratory Analysis of UI Localization Strategies

• João Euclides Mártires Silva CESAR School
• Beatriz Loyola Gomes de Vasconcelos CESAR School
• Pedro Vitor Chagas Bedor CESAR School
• Erick Simões CESAR School

DOI: https://doi.org/10.5753/sbgames_estendido.2026.25789

Resumo

Introduction: Globalization has expanded the reach of interactive systems into culturally diverse contexts, thereby highlighting challenges in adapting user interfaces. Despite technological convergence, sociocultural factors still influence perception, cognition, and interaction, especially in the video game market. Objective: investigate the localization of user interfaces as an adaptation strategy in global digital products, analyzing cultural variations in UI and their impacts on user experience. Steps: a qualitative and comparative approach is adopted between Western and East patterns, considering visual organization, information density, and interaction, based on a literature review and interface analysis. Expected Results: It is expected to identify patterns of cultural variation in user interfaces and their effects on usability, as well as to assess in which contexts interface localization constitutes a strategic advantage.

Palavras-chave: UI, UX, localization, culture, cross-cultural design, videogames

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