This project investigates three creative practices (‘machinima’, in-game photography and gamics) performed by audience members, normally end-users, which make use of videogame assets to convey stories and produce works of art. ‘Press Start’ aims to raise public awareness of the possibilities of these practices for creative expression and educational purposes by engaging with the general public, artists and scholars. The project will produce some publications, an art exhibition displaying works from United Kingdom and international artists, and an online live event.                                                                                                                                                                                                                                                                                              

Videogames are the dominant sector across the creative industries reaching 2.2-2.6bn users (Newzoo/Unity), and an estimated market growth to $180.1bn by 2021 (Newzoo). But videogames are also a powerful storytelling and artistic medium which has inspired people around the world. For many, videogames are not just something they consume, but the vessels to tell their stories and the canvases to express their art. This project attempts to introduce these practices to the general public, exploring 3 creative practices made with videogame and their assets and performed by end users: ‘machinima’ (animation), virtual photography, and gamics (game comics). Furthermore, this project also aims to discuss what the performance these practices can do for us and what we can learn from them. 

‘Press Start’ covers multiple activities such as research publication and dissemination, curation and exhibition of works in England. The research engages with existing literature and practitioners’ experiences to investigate connections, techniques and motivations. The project will produce several publications, an art exhibition displaying works from UK and international artists, online material and an online live event, in which audiences can engage with these practices. These practices are an important method to achieve creative ambitions for people without the resources and knowledge, as well as an invaluable asset to learn artistic and technical skills.