We can no longer consider videogaming as a marginal element of our everyday lives. In recent years, the turnover of the videogame industry has exceeded that of cinema, and there are a growing number of adult and female players. There are more frequent overlaps with other media: there are videogames for advertisements (advergames), for educational purposes and for electoral propaganda. space invadersHow did videogames become such a central element of the mediascape? During the second half of the nineties, major entertainment corporations extended their activities in this sector and extinguished or absorbed small producers.
Now videogames are an integral part of the global cultural industry, and they are in a strategic position in the ongoing processes of media convergence. These developments inhibit the political and artistic emancipation of this medium: every code line is written for the profit of a big corporation.

One solution: Gamevolution!
We believe that the explosive slogan that spread quickly after the Anti-WTO demostrations in Seattle, "Don't hate the media, become the media," applies to this medium. We can free videogames from the "dictatorship of entertainment", using them instead to describe pressing social needs, and to express our feelings or ideas just as we do in other forms of art. But if we want to express an alternative to dominant forms of gameplay we must rethink game genres, styles and languages. The ideology of a game resides in its rules, in its invisible mechanics, and not only in its narrative parts. That's why a global renewal of this medium will be anything but easy.