Abstract

The technological, social and economic changes underway are viscerally shifting the dynamics of cultural consumption and production. Never before have so much creative contents been produced as in recent years, in the form of photos, digital drawings, videos and code. It is undeniable that cultural institutions are facing new challenges to establish themselves as living entities and leading destinations for the youngest generations. Gen Y and Z are massively embracing video-games, a new creative industry leader in terms of economical and attention span among under 40. Could video-games be considered as the tenth art form? As a contemporary meta art form, they summarize paintings, poetry, music, cinema establishing an entire new kind of interactive relationship between the «artist» and the «audience».