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Image: Molleindustria

Become a revolutionary in the comfort of your own home simply by playing video games. That’s the call to arms from independent Italian video game developer La Molleindustria (‘the soft industry’). Since 2003, Molleindustria has been creating web-based games that critique and satirize the worst tendencies of capitalism. Some of their most interesting offerings include Trademarkville, a game that frustrates the user by asking them to endlessly rename simple objects as more words become trademarked and banned, Phone Story, which puts players in the shoes of exploited Foxconn factory workers, and Unmanned, which invites the player to simulate the everyday life of a US drone pilot.

The games that Molleindustria creates all seem just a little perverse. Some of them are designed to be impossible to win, and force the player to make questionable ethical choices. The McDonald’s Video Game, for instance, allows players to visit every site of McDonald’s production and supply chains, from the slaughterhouses to the front lines of McDonald’s stores, administering the system all the way. Then there are their more bizarre offerings like Queer Power, which allows players to fuck instead of fight as their anatomies and gender identities continually morph, all within a classic Street Fighter setup.

Despite developing video games, however, Molleindustria is not a video game company. Instead, as their 2003 Molleindustria Manifesto states, “Molleindustria is theory and practice of soft conflict—sneaky, viral, guerrillero, subliminal conflict, through and within video games.” To Molleindustria, video games are a tactical tool in the struggle against capital. Their explicit goal with infusing video games with serious and often dark themes is to mount “a call for the radicalization popular culture.”

The mind is a battleground, according to the Manifesto, and one that is constantly “contended by services and commodities.” Their games provide a break from the constant barrage of promotionalism in pop culture.

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