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Sony sponsors Crufts for PC games

London expo showcases work from video game designers

Sony is holding an art exhibition designed to flaunt the artistic and creative potential of modern computer games. The show, called Primal Art, will run from 6-9 April at London's Institute of Contemporary Arts.

The focus of the exhibition is to explore how new ideas and art styles can raise games above the competition. The aim is also to encourage more art and graphics students to consider a career in the games industry.

"We hope 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", said Chris Sorrell, creative director at SCEE (Computer Entertainment Europe).

It will showcase work from the forthcoming PlayStation2 game, Primal, and its makers will hold seminars to discuss the design of the game. Pieces from the Bafta award winning SCEE Studio in Cambridge and from UK art students will also be on display. At the end of the exhibition a panel of judges will present a Best in Show award.

The Primal Art website goes online in the middle of this month at www.primal-art.com, while the game launches on 11 April.


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