A Decade of Experimental Play: The Legacy of Now Play This

Innovative game design festivals often spark creativity and bring communities together, but their sustainability can be a challenge. Holly Gramazio’s journey from childhood games to co-founding the experimental festival Now Play This exemplifies this creative arc. Growing up in Adelaide, Australia, Gramazio fondly recalls a cooperative game she played with her friend Summer. In this imaginative pastime, the pair would pretend to sleep on swings and shout loudly whenever someone disturbed their peace. This early memory of collaboration set the stage for Gramazio's later work in fostering interactive experiences that blur the boundaries between play and cultural practice.

Now Play This, established in 2015 by Gramazio and designer V Buckenham, offered an alternative to traditional gaming events. Unlike the bustling atmosphere of mainstream conventions, this festival celebrated unconventional designs, such as those incorporating physical objects like ropes or skateboards. It also championed folk games—simple amusements passed down through oral tradition that require no specialized equipment. As indie game development gained traction due to accessible tools like Unity and digital platforms such as Steam, Now Play This stood out by focusing on cultural relevance over commercial gain. Over the years, it introduced participants to thought-provoking creations, including deceptive tag games and immersive role-playing scenarios that delve into complex emotions.

The evolution of gaming culture has seen traditional folk games enter the mainstream, as evidenced by popular television shows like Taskmaster and The Traitors. While this year's iteration of Now Play This adopted a more academic approach, featuring fewer games and more student projects, its impact remains undeniable. Experimental designs showcased at fringe events frequently influence major successes, proving the importance of nurturing creativity without financial constraints. As we reflect on a decade of playful innovation centered in London, we recognize the significance of preserving spaces dedicated to pure experimentation—a testament to how far-reaching the contributions of such initiatives can be in shaping future trends within the gaming world.