Games creation, design and accelerator programs as of recent have become so focused on monetization, competition and profiting from participants. But, what ever happened to promoting games as art? Nurturing the development, design, storyline and every creative process in-between? And, not for the sake of making money, but for the sake of promoting new game ideas and creativity, exercising the pure art of games creation. Sure, people have to make money to survive and flourish as games companies, but it's just as important that those artistic tastemakers are able to flourish without the pressure of monetization. After all, it is this inspirational seed that flourishes into the next generation of game-changing, money-making game concepts. This session will explore lessons learned from a recent experimental effort to promote the ART of games creation.