A new panel for 2014 sees founders and leaders explore the potential role of gaming in culture as well as understand the trends that are driving the growth of this dynamic and diverse industry. Gamers are everywhere and if the arts are looking to seek out new audiences this is one place where they can be found. Mainstream gaming now turns over more than cinema and other entertainment segments and casual gaming on mobile has drawn in new audiences that would never normally be classed as gamers. The indie gaming sector has produced titles such as Minecraft that are creative tools allowing people to build and inhabit online worlds that have a lot of potential for the arts to infiltrate in creative ways. This panel gives the arts sector a glimpse into a world that is having more and more influence and crossover potential to the arts with the rise of massive open worlds in Triple AAA titles such as Grand Theft Auto where gamers can roam freely. The growing narrative sophisitication of games such as The Last of Us also point at new opportunities. We also look at what gamification in the arts could mean.