Unsupervised domain adaptation (UDA) amounts to assigning class labels to the unlabeled instances of a dataset from a target domain, using labeled instances of a dataset from a related source domain. In this paper we propose to cast this problem in a game-theoretic setting as a non-cooperative game and introduce a fully automatized iterative algorithm for UDA based on graph transduction games (GTG). The main advantages of this approach are its principled foundation, guaranteed termination of the iterative algorithms to a Nash equilibrium (which corresponds to a consistent labeling condition) and soft labels quantifying uncertainty of the label assignment process. We also investigate the beneficial effect of using pseudo-labels from linear classifiers to initialize the iterative process. The performance of the resulting methods is assessed on publicly available object recognition benchmark datasets involving both shallow and deep features. Results of experiments demonstrate the suitability of the proposed game-theoretic approach for solving UDA tasks.