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Portrait of the Artist as a Video Gamer

At London’s ICA
6th – 9th April 2003

Wednesday 19th February 2003/… Sony Computer Entertainment UK (SCE UK) today announced Primal Art, an innovative peek into the world of contemporary art and the cultural appeal of video games, to be held at London’s Institute of Contemporary Arts (ICA).
Academic institutions are fast recognising 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.
Primal Art is designed to be of inspiration to anyone considering a creative career in the video games industry, art, design and media students and anyone with an interest in creativity, contemporary graphic art, and video games.
Inspired by work on the forthcoming PlayStation®2 adventure ‘Primal’, Primal Art will feature useful seminars and an exhibition of fascinating graphic art from its makers, the BAFTA Award-winning SCEE Studio Cambridge and from talented students at some of the UK’s leading universities. Primal Art will take place between 6th - 9th April 2003 at the ICA.
Modern video games demonstrate unprecedented levels of sophistication and creativity; freed from bygone technological constraints, artists are now empowered to realise visuals that closely match their original vision. The focus of artwork is shifting to explore new ideas and art styles that can allow a game to stand out from the competition. The creation of the richly inventive imagery in today’s high-tech games involves a mix of traditional skills and advanced techniques.
Primal Art aims to demystify this unique vocation with a schedule of fascinating public seminars and to highlight the “state of the art” with an attention-grabbing exhibition of related work.
Seminars taking place throughout the event will give visitors an insight into creative excellence in the computer games industry from the talent behind some of the UK’s top video games.
The special public exhibition during Primal Art will show off original artwork from the Primal project, together with pieces from students at top UK universities and submissions from the general public. A panel of expert judges will assess all the exhibited work for a “Best of Show” award.
Chris Sorrell, creative director at SCEE Studio Cambridge, says: “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.”
Philip Dodd, director of the ICA, says: “The ICA’s delighted to be a host to such a fascinating event. It crosses the boundaries between art and technology, culture and business. It’s one of the forms the future will take.”


Primal Art

Primal – the game
Over two years in the making at the BAFTA award-winning SCEE Studio Cambridge, “Primal” is a unique and ambitious project that fuses detailed, realistic visuals and top quality audio with original game play elements, style and depth. Unprecedented production values and meticulous art-direction combine to create a compelling, original experience of dark fantasy that transcends typical videogame adventure formula. US electronic rock band 16-Volt provides a suitably atmospheric soundtrack and members of the band themselves even make a cameo appearance in the game.

"Primal" will be available from 11th April 2003 on DVD format and is compatible with the DUALSHOCK®2 analogue controller. Additional information on the title can be found at

Sony Computer Entertainment Europe Ltd.
Sony Computer Entertainment Europe, based in London, is responsible for the distribution, marketing and sales of PlayStation, PS one and PlayStation 2 hardware and software in 102 territories across Europe, the Middle East, Africa and Oceania. At the end of September 2002, over 36 million PlayStation units had been shipped across these PAL territories and over 92 million worldwide.
Between its European debut on 24 November 2000 and 15 January 2003, over 16 million PlayStation2 units have been shipped across the PAL territories, over 50 million world-wide, making it one of the most successful computer entertainment products in history.

PlayStation and the PlayStation logo, PS one and PS2 are registered trademarks of Sony Computer Entertainment Inc. All other trademarks are the property of their respective owners.

More information about PlayStation products can be found at and

Institute of Contemporary Arts (I C A)
The Mall, London SW1
Info/tickets: 020 7930 3647
Damien Hirst, The Clash, novelist Zadie Smith, filmmaker Wong Kar Wai and digital guru John Maeda are just a few of the people whom the ICA has showcased since its beginnings in 1947. It's the hub of a global network, showcasing the best music, film, visual arts, digital work, talks and performance. Open 13 hours a day, seven days a week.

For further information on Primal Art, please contact:

Tel: 01462 456780
Fax: 01462 456781
Email: /
Issued by: Barrington Harvey, Trooper’s Yard, Bancroft, Hitchin SG5 1JW



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