Abstract

The article intends to delve the role of the «engagement» in the context of the audience development strategies of the cultural organizations, with particular attention to the contribution of the digital ecosystems in the experience making of the people. Under this perspective the author aims to underline the promising potential role of games and gamification in the implementation of audience development strategies specifically addressed to new audiences and of audience engagement thanks to the capacity to create collaborative and competitive envinroments where «gamers» can approach cultural and artistic experience in unusual and fruitful manners.