Mol·lein·dus·tria / mòl-le indùstria /mòl-le inˈdustrja/ :
1. Soft Industry.
2. Soft Factory.
3. A project of reappropriation of video games.
4. A call for the radicalization of popular culture.
5. An independent game developer.
Since 2003 we produced homeopathic remedies to the idiocy of mainstream entertainment in the form of free, short-form, online games. Our products range from satirical business simulations (McDonald’s Video game, Oiligarchy) to meditations on labor and alienation (Every day the same dream, Tuboflex, Unmanned), from playable theories (the Free Culture Game, Leaky World) to politically incorrect pseudo-games (Orgasm Simulator, Operation: Pedopriest).
Here you can watch a video introduction of Molleindustria’s games until 2010.
One solution: Gamevolution
Project launch press release (translated from Italian), December 2003
Molleindustria is theory and practice of soft conflict – sneaky, viral, guerrillero, subliminal conflict – through and within videogames.
Molleindustria was born in the soft core of Capital’s processes of valorization. She is daughter of cognitive labor, of shared information, of entertainment that becomes politics and vice versa.
Molleindustria advocates for the independence of games from the market’s domain and its radical transformation in media objects able to criticize the status quo.
Understanding and subverting the deepest videogame mechanics without resorting to dull antagonistic translations or artsy self-referential divertissement.
Soft as the gray matter, a battleground contended by services and commodities; soft as the matter that swallows and produces: software.