While video games are most commonly known for their competitive or recreational dimensions, many players also use this medium to explore, escape, create and express their creativity.

Thanks to the Photomode tool available in most video games, players have been empowered to capture the beauty and richness of these spaces and their inhabitants. As a result, the gaming world has seen the appearance of a new artistic movement, known as ‘in-game photography’ that is being driven by gamers.

As the creator of open worlds and a leading video game studio, Ubisoft wanted to sweep away the traditional stereotypes associated with video games and its players. It wanted to demonstrate its contribution to creativity and self-expression, and to position the brand as part of the artistic avant-garde.

To celebrate the power of video games and the creativity of players around the world, Ubisoft launched: PHOTOMODE. OUT THERE IN GAMES the first major international and collaborative in-game photography exhibition.

What are these virtual universes, very real and yet far beyond our reality? What relationship do we have with them and what emotions do they evoke?

For one month, Ubisoft made all its games free of charge, inviting players from around the world to explore these virtual worlds and make art using its Photomode tool.

Players were invited to submit their work for a chance to be selected as one of 20 projects to be exhibited at the Ideal Glass Studio in New York for one week.

The photographs were selected as part of a highly competitive, open competition, and were exhibited alongside unpublished works commissioned from promising young artists (Melanie Courtinat, Kent Sheely, Pascal Greco, and Will Saunders).

This project was aimed at two of Ubisoft’s key international target audiences. When combined, these two very different audiences have the power to change the perception of Ubisoft and reveal the brand’s avant-garde and innovative spirit.

On one side there are video game players. These people are not only gaming enthusiasts, but are primarily interested in the escapism, creativity and innovation associated with playing video games, which is Ubisoft’s main point of differentiation.

On the other side, there are ‘International Culture Lovers’. Men and women who don't necessarily play video games, but who are interested in modern art, photography and culture.

Our strategy was simple: TURN VIDEO GAMES INTO ART AND PLAYERS INTO ARTISTS.

Our ambition was to offer a vast field of expression to these creators, but above all to reveal the incredible diversity of approaches surrounding this art form to the general public.

During the annual Ubisoft Forward event on September 10, 2022, we announced the launch of Photomode, Out There in games, a global competition, and the first major international and collaborative in-game photography exhibition.

We made all Ubisoft games free for one month, allowing players from around the world to explore these virtual worlds and make art.

Players and artists were invited to submit their works before October 10th via social media and on https://photomode-ubisoft.com for a chance to be featured in the New York exhibition.

A jury of five in-game photography connoisseurs – digital artist Kent Sheely, photographer Will Saunders, VR artist Melanie Courtinat, in-game photographer Pascal Greco and Ubisoft Editorial VP Bio Jade Adam Granger – selected winners for seven categories: portrait, outdoor & wildlife, experimental, still architecture, motion, sports and narrative.

The exhibition was held from November 17-20, 2022, at the prestigious Ideal Glass Studio in New York.

More than 10,000 gamers worldwide submitted their work for a chance to be one of the 20 artits exhibited alongside international in-game artists at the Ideal Glass Studio in New York.

In total, more than 140 works were exhibited for over a week.

The competition and exhibition received press coverage in over 300 articles around the world, in cultural, gaming and generalist media, including a dedicated news report (3min long) on Arte, France's main, national cultural TV channel.

The New York exhibition was such a success that it will now tour several major cities worldwide, including Montreal, Tokyo, Paris, Chicago.

This campaign has positioned Ubisoft at the forefront of the international creative avant-garde, demonstrating that video games hold a place in 21st century art.