CONCEPT STRUCTURE TRANSFORMATIONS IN LOCALIZATION OF COMPUTER GAMES WITH FANTASY GENRE ELEMENTS

The article describes the process of computer games localization as a wider and more complex translation phenomenon within linguoculture pragmatic adaptation. It studies different approaches to localization which are contrasted to the ontaminated strategy opted for by the authors. The relevance of virtual game space chronotope concept in videogame localization is specified, its structure is studied, the significance of its component content is underlined. Concept specification in computer games localization is viewed from different angles. Complex structure of concepts in virtual space concept sphere of computer games presupposes the possibility of transforming its elementary noeme content in linguoculture adaptation of the product. The authors analyze a number of transformation strategies in different computer games as observed in their localization versions in Russian linguoculture space. Complex methods of analysis provided comprehensive information to consider playing virtual content as one of the key objects of localization. The most common mistakes in the process of linguoculture adaptation of videogames are the ones related to disruptions in the structure of conceptualized chronotope element. It result not only on partial miscomprehension but to a completely different comprehension of the product as a coherent virtual space or faults in realizing appealing-intellectual function as implied by the author of the game.