Play Beyond the Game, Review Games at the First Grand Exhibition of Art and Serious Games

“Play Beyond the Game – the First Grand Exhibition of Art and Serious Games” is opened at the CAFA Art Museum on September 8, 2018. It is hosted by the Central Academy of Fine Arts (CAFA) and China Cultural & Entertainment Industry Association (CCEA) and organized by the School of City Design in CAFA, CAFA Art Museum and Game Branch of CCEA. It showcases a large number of serious games that combined with various elements including culture, art, science and technology, and holds a series of discussion and exchange activities, in the aim of excavating the artistic and functional value as well as the cultural connotation of games. Through exploring profound communications between the game and art, education, medical treatment and other social disciplines, the exhibition hopes to convey the positive values of serious games and encourage and support talents of game developing to create serious, cultural and artistic games, so as to push forward the development of digital entertainment education in China.

The exhibition presents a variety of nearly 100 pieces of games from around the world, including “Minecraft”, “Monument Valley”, “Kingdom Come: Deliverance”, “Sky”, “Gorogoa”, “Cuphead”, “Ylands”, “Folding Fan”, “Mortise and Tenon”, “DragonBox Big Numbers”, “Human Resource Machine”, and so on. Based on the interactive experience of games, the exhibition focuses on introducing the development process of each game and uncovering the creation process of game designers, including showing their original manuscripts and exclusive interview videos, directly conveying the charm of the “ninth art”, cultural value and practical application to the audience.

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Fan Di’an, President of the Central Academy of Fine Arts, is addressing the opening ceremony

Fan Di’an, president of the Central Academy of Fine Arts, expressed at the opening ceremony that, “Play Beyond the Game – the First Grand Exhibition of Art and Serious Games” not only displays a large number of new works of game design and innovation at home and abroad, and more importantly it reveals a new cultural pursuit in the international game industry under a global information era, that is, to concern about social culture on the aspect of game creation and production. Game is an ancient and ever-changing field, and also a cultural lifestyle which is closely associated with human intelligence, imagination, sense of competition and adventurous spirit that are required in people’s life. With the rapid development of the game industry and its increasing market demand, there are at least two issues exist in the process. One is the language style of games; the other is the social and cultural responsibility that games should bear. People may worry about that the teenage generation loses themselves in cultural recognition and interests because of those games with strong cultural characteristics in the content, form, discourse and style. Therefore, it particularly needs to consider some crucial questions that what the game care about and whether it has contributed to social development through showing humanistic and cultural concern. The theme of the exhibition “Play Beyond the Game” reflects a cultural review of games from the perspectives of design concepts. 

Fan Di’an further commented that “many displayed game works explores the integration of digital technology and artistic innovation, including drawing inspiration from traditional art and making a modern transformation, which increased the degree of artistic involvement in the exhibition to some extent”. He hopes that “Play Beyond the Game” will open a new window for the world of games and game works from different countries could resonate with people’s spirit world, thus to make indeed the exhibition an academic milestone in the worldwide game industry. 

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Wang Zhong, Director of the School of City Design in CAFA

Wang Zhong, Director of the School of City Design in CAFA, mentioned that it is the first exhibition featuring serious games in China. Themed on “Play Beyond the Game”, the exhibition explores the communications between the game and education, culture, medical treatment as well as other social disciplines, and pays attention to the virtual world and imagination of serious games that may transcend an age. Thus, this exhibition not only concerns the expansion of the functions of games but also shows an attitude to explore the future, trying to establish an intensive platform for gathering cutting-edge technology, academy and capital.

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Zhang Zikang, Director of the CAFA Art Museum

Zhang Zikang, Director of the CAFA Art Museum, said that , “CAFA Art Museum hopes that through sorting out and presenting the cultural issues concerning game art in the exhibition, it can lead this emerging art form to draw more attention and discussion in the academic system of fine arts, and explore the deep influence brought by games nowadays on visual arts as well as other fields. At the same time, it expected that people who come to visit and experience the show could pay more attention to serious games that involved in domains such as education, medical treatment, social practice and future imagination. It also anticipated that the humanistic care and social philosophies reflected in the exhibition would evoke new thinkings and possibilities for the future of the game and human beings.”

The opening forum brought together worldwide famous game designers and experts of game education in colleges from around the world, including Tracy Flullerton, Dean of the Game Department in the University of Southern California; Pamela M. Kato, Former President of the Research Center of serious games European Union; Andre Thomas, Principal Lecturer of the National Art Education Association. Their discussion is around how the electronic game – as a well-received digital media of the future – could combine with different social fields and provide higher social values beyond entertainment with the development of technology. 

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Tracy Flullerton, Dean of the Game Department in the University of Southern California

Tracy pointed out that interactive experience is essential to the development of future game industry and the humanistic idea that the game wants to convey is the soul. To achieve this goal, it requires game developers, designers and people from the education department to have interdisciplinary cooperation in cultivating talents as the industry enabler for the next generation. 5.jpg

Pamela M. Kato, Former President of the Research Center of serious games in European Union

Pamela believes that there are challenge and opportunity for this industry as well. The challenge is that creating serious games itself involves several irrelevant disciplines and costs high during the initial stage of development. On the contrary, however, it will lower the cost for the related industries in the long run, such as medical treatment, psychology, medical skills and engineering. In this sense, the challenge can also be viewed as an opportunity. 6.jpg

Andre Thomas, Principal Lecturer of the National Art Education Association

Andre talked about every game should start from a learning course and these courses contain new knowledge for the students. His another point is to build an efficiently-collaborated team, in which the game scholars and course experts – such as the expert in mathematics or history – design the required examinable quantity and learning objectives for the students to achieve.

It is the first time in China for an exhibition of game art to enter into a major national art museum – CAFA Art Museum and provide a large-scale concentrated display of world-class game designers’ exclusive documents, sources of inspiration, creation manuscripts, videos as well as accomplishments of applications on serious games. “Play Beyond the Game” is a journey of adventure and exploration about games, using the means of the game to enable people to re-recognize and re-know serious games from the cooperation with various fields covering children’s medical treatment, teenage education, literature and fine arts.

On the opening ceremony, China Cultural & Entertainment Industry Association, leaders of the Central Academy of Fine Arts and world famous game education experts gave rewards for the “Enterprise Contribution Award of Serious Games”, “Pathfinder Award of Serious Games”, “Culture and Art Communication Award” and “Academy Award of Games”. 7.jpg

Enterprise Contribution Award of Serious Games

Tencent Serious Game, Tencent Next Idea Center, Perfect World, NetEase Games, TapTap Games, Bilibili, Unity, Sony China 8.jpg

Pathfinder Award of Serious Games

Shiyun, Nishan ShaMan, Unheard, Ylands, Minecraft, Aooman 9.jpg

Culture and Art Communication Award

Iris Fall, Candle Man, White Night, Sky, Seven Days of International Trade 10.jpg

Academy Award of Games

Arte-Mecenas, Gorogoa, Walden, Folding Fan 11.jpg

The audience is playing games during the exhibition

Part of the serious games presented in the exhibition include: “Variant: Limits” – bringing game into the teaching of college education, “R-mission” – helping children with cancer to fight against the disease by presenting the cancer treatment process, “Minecraft” – allowing players to learn history through famous historical scenes and Chinese classical architectures that restored in the game world, “DragonBox Numbers” – using the form of game to illustrate basic mathematics for learning, “Walden” – using the means of game to interpret the essence of the world literary classics, “Ylands” – inspiring students’ creativity and imagination through collaboration with the game design department of colleges and universities.

For artistic games, there are: “Lumino City” – using handmade models to create a game world with city buildings combing live shooting, “Sky” – a social game on mobile terminal developed by the famous “Zenist” designer Chen Xinghan, “Iris Fall” – presenting the optic artistry of black and white by the way of digital game, “Nishan Shaman” – promoting minority culture and paper-cut art through the means of electronic game, “Gorogoa” – a puzzle game completed independently by one person with the style of hand-drawing, possessing a high artistic quality and rich philosophical connotation.

The exhibition forum also invited Yoshitaka Amano, an illustrator and famous Japanese artist who is also known for his illustrations for “Final Fantasy”, and Yoji Shinkawa, an exclusive painter of the Kojima Production, and the illustrator of “Metal Gear” and “Death Stranding”, to come to the event and bring the audience a conversation after 20 years.

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Interactions between game design masters: Yoshitaka Amano is talking with Yoji Shinkawa

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This event was organized on the principles of fairness, impartiality, and voluntary participation and withdrawal. Participants undertake all risk and liability for themselves. All events have risks, and participants must be aware of the risks related to their chosen event.

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Event participants undertake all liability for their personal safety during the event, and event participants are encouraged to purchase personal safety insurance. Should an accident occur during an event, persons not involved in the accident and the museum do not undertake any liability for the accident, but both have the obligation to provide assistance. Event participants should actively organize and implement rescue efforts, but do not undertake any legal or economic liability for the accident itself. The museum does not undertake civil or joint liability for the personal safety of event participants.

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During the event, event participants should respect the order of the museum event and ensure the safety of the museum site, the artworks in displays, exhibitions, and collections, and the derived products. If an event causes any degree of loss or damage to the museum site, space, artworks, or derived products due to an individual, persons not involved in the accident and the museum do not undertake any liability for losses. The event participant must negotiate and provide compensation according to the relevant legal statutes and museum rules. The museum may sue for legal and financial liability.

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Event participants will participate in the event under the guidance of museum staff and event leaders or instructors and must correctly use the painting tools, materials, equipment, and/or facilities provided for the event. If a participant causes injury or harm to him/herself or others while using the painting tools, materials, equipment, and/or facilities, or causes the damage or destruction of the tools, materials, equipment, and/or facilities, the event participant must undertake all related liability and provide compensation for the financial losses. Persons not involved in the accident and the museum do not undertake any liability for personal accidents.

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According to The Advertising Law of the People’s Republic of China, The General Principles of the Civil Law of the People’s Republic of China, and The Provisional Opinions of the Supreme People’s Court on Some Issues Related to the Full Implementation of the General Principles of the Civil Law of the People’s Republic of China, and upon friendly negotiation, Party A and Party B have arrived at the following agreement regarding the use of works bearing Party A’s image in order to clarify the rights and obligations of the portrait licenser (Party A) and the user (Party B):

I. General Provisions

(1) Party A is the portraiture rights holder in this agreement. Party A voluntarily licenses its portraiture rights to Party B for the purposes stipulated in this agreement and permitted by law.

(2) Party B (CAFA Art Museum) is a specialized, international modern art museum. CAFA Art Museum keeps pace with the times, and works to create an open, free, and academic space and atmosphere for positive interaction with groups, corporations, institutions, artists, and visitors. With CAFA’s academic research as a foundation, the museum plans multi-disciplinary exhibitions, conferences, and public education events with participants from around the world, providing a platform for exchange, learning, and exhibition for CAFA’s students and instructors, artists from around the world, and the general public. As a public institution, the primary purposes of CAFA Art Museum’s public education events are academic and beneficial to society.

(3) Party B will photograph all CAFA Public Education Department events for Party A.

II. Content, Forms of Use, and Geographical Scope of Use

(1) Content. The content of images taken by Party B bearing Party A’s likeness include: ① CAFA Art Museum ② CAFA campus ③ All events planned or executed by the CAFAM Public Education Department.

(2) Forms of Use. For use in CAFA’s publications, products with CDs, and promotional materials.

(3) Geographical Scope of Use

The applicable geographic scope is global.

The media in which the portraiture may be used encompasses any media that does not infringe upon Party A’s portraiture rights (e.g., magazines and the internet).

III. Term of Portraiture Rights Use

Use in perpetuity.

IV. Licensing Fees

The fees for images bearing Party A’s likeness will be undertaken by Party B.

After completion, Party B does not need to pay any fees to Party A for images bearing Party A’s likeness.

Additional Terms

(1) All matters not discussed in this agreement shall be resolved through friendly negotiation between both parties. Both parties may then sign a supplementary agreement, provided it does not violate any laws or regulations.

(2) This agreement comes into effect on the date that it is signed (sealed) and the relevant boxes are selected by Party A and Party B.

(3) This agreement exists in paper and electronic forms. The paper form is made in duplicate, with Party A and Party B each retaining one copy with the same legal efficacy.

Event participants implicitly accept and undertake all the obligations stated in this agreement. Those who do not consent will be seen as abandoning the right to participate in this event. Before participating in this event, please speak to your family members to obtain their consent and inform them of this disclaimer. After participants sign/check the required box, participants and their families will be seen as having read and agreed to these terms.

I have carefully read and agree to the above provisions.

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CAFA Art Museum Publication Authorization Agreement

I fully agree to CAFA Art Museum (CAFAM) submitting to CAFA for publication the images, pictures, texts, writings, and event products (such as works created during participation in workshops) related to me from my participation in public events (including museum member events) organized by the CAFA Art Museum Public Education Department. CAFA can publish these materials by electronic, web, or other digital means, and I hereby agree to be included in the China Knowledge Resource Bank, the CAFA Database, the CAFA Art Museum Database, and related data, documentation, and filing institutions and platforms. Regarding their use in CAFA and dissemination on the internet, I agree to make use of these rights according to the stated Rules.

CAFA Art Museum Event Safety Disclaimer

Article I

This event was organized on the principles of fairness, impartiality, and voluntary participation and withdrawal. Participants undertake all risk and liability for themselves. All events have risks, and participants must be aware of the risks related to their chosen event.

Article II

Event participants must abide by the laws and regulations of the People’s Republic of China, as well as moral and ethical norms. All participants must demonstrate good character, respect for others, friendship, and a willingness to help others.

Article III

Event participants should be adults (people 18 years or older with full civil legal capacity). Underage persons must be accompanied by an adult.

Article IV

Event participants undertake all liability for their personal safety during the event, and event participants are encouraged to purchase personal safety insurance. Should an accident occur during an event, persons not involved in the accident and the museum do not undertake any liability for the accident, but both have the obligation to provide assistance. Event participants should actively organize and implement rescue efforts, but do not undertake any legal or economic liability for the accident itself. The museum does not undertake civil or joint liability for the personal safety of event participants.

Article V

During the event, event participants should respect the order of the museum event and ensure the safety of the museum site, the artworks in displays, exhibitions, and collections, and the derived products. If an event causes any degree of loss or damage to the museum site, space, artworks, or derived products due to an individual, persons not involved in the accident and the museum do not undertake any liability for losses. The event participant must negotiate and provide compensation according to the relevant legal statutes and museum rules. The museum may sue for legal and financial liability.

Article VI

Event participants will participate in the event under the guidance of museum staff and event leaders or instructors and must correctly use the painting tools, materials, equipment, and/or facilities provided for the event. If a participant causes injury or harm to him/herself or others while using the painting tools, materials, equipment, and/or facilities, or causes the damage or destruction of the tools, materials, equipment, and/or facilities, the event participant must undertake all related liability and provide compensation for the financial losses. Persons not involved in the accident and the museum do not undertake any liability for personal accidents.

CAFA Art Museum Portraiture Rights Licensing Agreement

According to The Advertising Law of the People’s Republic of China, The General Principles of the Civil Law of the People’s Republic of China, and The Provisional Opinions of the Supreme People’s Court on Some Issues Related to the Full Implementation of the General Principles of the Civil Law of the People’s Republic of China, and upon friendly negotiation, Party A and Party B have arrived at the following agreement regarding the use of works bearing Party A’s image in order to clarify the rights and obligations of the portrait licenser (Party A) and the user (Party B):

I. General Provisions

(1) Party A is the portraiture rights holder in this agreement. Party A voluntarily licenses its portraiture rights to Party B for the purposes stipulated in this agreement and permitted by law.

(2) Party B (CAFA Art Museum) is a specialized, international modern art museum. CAFA Art Museum keeps pace with the times, and works to create an open, free, and academic space and atmosphere for positive interaction with groups, corporations, institutions, artists, and visitors. With CAFA’s academic research as a foundation, the museum plans multi-disciplinary exhibitions, conferences, and public education events with participants from around the world, providing a platform for exchange, learning, and exhibition for CAFA’s students and instructors, artists from around the world, and the general public. As a public institution, the primary purposes of CAFA Art Museum’s public education events are academic and beneficial to society.

(3) Party B will photograph all CAFA Public Education Department events for Party A.

II. Content, Forms of Use, and Geographical Scope of Use

(1) Content. The content of images taken by Party B bearing Party A’s likeness include: ① CAFA Art Museum ② CAFA campus ③ All events planned or executed by the CAFAM Public Education Department.

(2) Forms of Use. For use in CAFA’s publications, products with CDs, and promotional materials.

(3) Geographical Scope of Use

The applicable geographic scope is global.

The media in which the portraiture may be used encompasses any media that does not infringe upon Party A’s portraiture rights (e.g., magazines and the internet).

III. Term of Portraiture Rights Use

Use in perpetuity.

IV. Licensing Fees

The fees for images bearing Party A’s likeness will be undertaken by Party B.

After completion, Party B does not need to pay any fees to Party A for images bearing Party A’s likeness.

Additional Terms

(1) All matters not discussed in this agreement shall be resolved through friendly negotiation between both parties. Both parties may then sign a supplementary agreement, provided it does not violate any laws or regulations.

(2) This agreement comes into effect on the date that it is signed (sealed) and the relevant boxes are selected by Party A and Party B.

(3) This agreement exists in paper and electronic forms. The paper form is made in duplicate, with Party A and Party B each retaining one copy with the same legal efficacy.

Event participants implicitly accept and undertake all the obligations stated in this agreement. Those who do not consent will be seen as abandoning the right to participate in this event. Before participating in this event, please speak to your family members to obtain their consent and inform them of this disclaimer. After participants sign/check the required box, participants and their families will be seen as having read and agreed to these terms.

I have carefully read and agree to the above provisions.

Group Visit Agreement
and Statement

CAFA Art Museum Publication Authorization Agreement

I fully agree to CAFA Art Museum (CAFAM) submitting to CAFA for publication the images, pictures, texts, writings, and event products (such as works created during participation in workshops) related to me from my participation in public events (including museum member events) organized by the CAFA Art Museum Public Education Department. CAFA can publish these materials by electronic, web, or other digital means, and I hereby agree to be included in the China Knowledge Resource Bank, the CAFA Database, the CAFA Art Museum Database, and related data, documentation, and filing institutions and platforms. Regarding their use in CAFA and dissemination on the internet, I agree to make use of these rights according to the stated Rules.

CAFA Art Museum Event Safety Disclaimer

Article I

This event was organized on the principles of fairness, impartiality, and voluntary participation and withdrawal. Participants undertake all risk and liability for themselves. All events have risks, and participants must be aware of the risks related to their chosen event.

Article II

Event participants must abide by the laws and regulations of the People’s Republic of China, as well as moral and ethical norms. All participants must demonstrate good character, respect for others, friendship, and a willingness to help others.

Article III

Event participants should be adults (people 18 years or older with full civil legal capacity). Underage persons must be accompanied by an adult.

Article IV

Event participants undertake all liability for their personal safety during the event, and event participants are encouraged to purchase personal safety insurance. Should an accident occur during an event, persons not involved in the accident and the museum do not undertake any liability for the accident, but both have the obligation to provide assistance. Event participants should actively organize and implement rescue efforts, but do not undertake any legal or economic liability for the accident itself. The museum does not undertake civil or joint liability for the personal safety of event participants.

Article V

During the event, event participants should respect the order of the museum event and ensure the safety of the museum site, the artworks in displays, exhibitions, and collections, and the derived products. If an event causes any degree of loss or damage to the museum site, space, artworks, or derived products due to an individual, persons not involved in the accident and the museum do not undertake any liability for losses. The event participant must negotiate and provide compensation according to the relevant legal statutes and museum rules. The museum may sue for legal and financial liability.

Article VI

Event participants will participate in the event under the guidance of museum staff and event leaders or instructors and must correctly use the painting tools, materials, equipment, and/or facilities provided for the event. If a participant causes injury or harm to him/herself or others while using the painting tools, materials, equipment, and/or facilities, or causes the damage or destruction of the tools, materials, equipment, and/or facilities, the event participant must undertake all related liability and provide compensation for the financial losses. Persons not involved in the accident and the museum do not undertake any liability for personal accidents.

CAFA Art Museum Portraiture Rights Licensing Agreement

According to The Advertising Law of the People’s Republic of China, The General Principles of the Civil Law of the People’s Republic of China, and The Provisional Opinions of the Supreme People’s Court on Some Issues Related to the Full Implementation of the General Principles of the Civil Law of the People’s Republic of China, and upon friendly negotiation, Party A and Party B have arrived at the following agreement regarding the use of works bearing Party A’s image in order to clarify the rights and obligations of the portrait licenser (Party A) and the user (Party B):

I. General Provisions

(1) Party A is the portraiture rights holder in this agreement. Party A voluntarily licenses its portraiture rights to Party B for the purposes stipulated in this agreement and permitted by law.

(2) Party B (CAFA Art Museum) is a specialized, international modern art museum. CAFA Art Museum keeps pace with the times, and works to create an open, free, and academic space and atmosphere for positive interaction with groups, corporations, institutions, artists, and visitors. With CAFA’s academic research as a foundation, the museum plans multi-disciplinary exhibitions, conferences, and public education events with participants from around the world, providing a platform for exchange, learning, and exhibition for CAFA’s students and instructors, artists from around the world, and the general public. As a public institution, the primary purposes of CAFA Art Museum’s public education events are academic and beneficial to society.

(3) Party B will photograph all CAFA Public Education Department events for Party A.

II. Content, Forms of Use, and Geographical Scope of Use

(1) Content. The content of images taken by Party B bearing Party A’s likeness include: ① CAFA Art Museum ② CAFA campus ③ All events planned or executed by the CAFAM Public Education Department.

(2) Forms of Use. For use in CAFA’s publications, products with CDs, and promotional materials.

(3) Geographical Scope of Use

The applicable geographic scope is global.

The media in which the portraiture may be used encompasses any media that does not infringe upon Party A’s portraiture rights (e.g., magazines and the internet).

III. Term of Portraiture Rights Use

Use in perpetuity.

IV. Licensing Fees

The fees for images bearing Party A’s likeness will be undertaken by Party B.

After completion, Party B does not need to pay any fees to Party A for images bearing Party A’s likeness.

Additional Terms

(1) All matters not discussed in this agreement shall be resolved through friendly negotiation between both parties. Both parties may then sign a supplementary agreement, provided it does not violate any laws or regulations.

(2) This agreement comes into effect on the date that it is signed (sealed) and the relevant boxes are selected by Party A and Party B.

(3) This agreement exists in paper and electronic forms. The paper form is made in duplicate, with Party A and Party B each retaining one copy with the same legal efficacy.

Event participants implicitly accept and undertake all the obligations stated in this agreement. Those who do not consent will be seen as abandoning the right to participate in this event. Before participating in this event, please speak to your family members to obtain their consent and inform them of this disclaimer. After participants sign/check the required box, participants and their families will be seen as having read and agreed to these terms.

I have carefully read and agree to the above provisions.

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