Sony kunne her til morgen med stolthed i stemmen fortælle at deres kommende spil er kunst. Og som følge heraf skal det udstilles på London's Institute of Contemporary Arts.
Chris Sorell som er Creative Director hos Sony havde følgende at sige om sagen: "Academic institutions are fast recognizing the multitude of valuable opportunities for graduates in a broad spectrum of creative and technical disciplines throughout the video games industry. Primal Art offers a unique insight into the creative potential of this burgeoning cultural business sector, bringing together not only those from art, animation and design but also the people who drive the creative process of video games." Og han fortsatte "Primal Art is a world first. The crossover in creative presentation has never been so evident as it is today and never has it been so clearly manifested as it will be at the ICA. We hope that this initiative helps to inspire a new generation of talent so that video games continue to break the boundaries of imagination with compelling design and evocative imagery."
Udstillingen kører på London's Institute of Contemporary Arts fra d.6 til d. 9 April, så tag og kig forbi hvis du alligevel er i nærheden. Udvalgte værker fra udstillingen vil senere blive vist på dette site www.primal-art.com