Reclaiming Identity: Individualism’s Role in Reshaping Technocapitalism in the Digital Era

Game Developer interviewed Nathalie Lawhead, the creator of the game, to delve into what inspired them to express their ideas about social media and the constraints of technology and art by turning them into a game, the thought-provoking power that interaction possesses to genuinely connect with others, and how even the game’s storefront integrates into its exploration of the themes.

Who are you, and what was your intention in creating individualism in the dull-internet era: an anti-high tech asset flip shovelware r̶a̶n̶t̶ manifesto?

I am a solo developer focused on experimental software and games. My work has been recognized, including one of my more recent titles, Everything is Going to Be OK, being included in the permanent collection of MoMA in New York.

Last year, I began speaking at various events. One of the recurring themes in my talks has been how social media has privatized the web and impacted our creative freedom on computers.

This is a long-standing concern for me because computers began as highly egalitarian tools where (just connect) anyone could create something and share it, contrasting sharply with today’s vision of technology that features many walled gardens and proprietary platforms that are often quite limiting.

The layer of social media imposed on the web, and the kind of internet we use the most now, has led to certain social progress, undeniably, but I worry that the negatives are often overshadowed by the rise of far-right radicalization and fascism. There’s a great deal of uncertainty regarding the future of technology (and the influence any individual can have in it) amidst the looming presence of AI and monopolistic practices.

My aspiration to transform many of these discussion points into an interactive essay was to perhaps engage a different audience that may not typically be inclined to read lengthy articles. It did work! The conversations it initiated have been engaging to follow.

If we address these issues as artists, we encourage individuals to envision a broader perspective for the future. Art serves as a powerful conduit for encouraging social progress. I believe the same holds true for games.

If we insist on these actions to “keep politics out of games” or dismiss marginalized voices to silence them, or whatever… then you must acknowledge the other side of the coin, which is that there is something about games that can significantly influence social progress. Video games represent a form of art that is profoundly meaningful in the digital space. I maintain that despite the undeniable friction, this is precisely where artists should be.

What is your background in game development?

I started as a game artist in the late 90s and eventually ended up in games because “game” became a broad term that encompasses most interactive art on a computer.

How did you come up with the concept for individualism in the dull-internet era: an anti-high tech asset flip shovelware r̶a̶n̶t̶ manifesto?

Interactive essays—utilizing games for significant topics or documentary purposes—have been a thing for a long time. There have been such engaging experiences like madotsuki’s closet, a piece of digital art regarding Yume Nikki, or works like The Last Survey that function more like narrative essays. The intersection between essays and games grounded in personal experiences is profound.

What intrigues me is how existence in a game can extend beyond mere fiction. You can utilize it to demonstrate impactful subjects in a manner that resonates deeply with players. The resulting experience is far more personal to the individual engaging with it than if they were merely to read an article about what you want to convey.

Recently, someone referenced the quote “Writing about music is like dancing about architecture” during a conversation about how creating a game is an effective way to articulate thoughts about games, and I appreciate that comparison. There’s ample opportunity for the medium to evolve here. I believe games criticism, thoughtful analysis, and
essays being “engaging” is a clear aspect to achieve. It’s undoubtedly far more impactful to individuals when they are “immersed” in the subject that you are discussing.

What development tools have been utilized to create your game?

I used Unreal. The itch.io page humorously claims features such as: “Meticulous perspectives on technological feudalism with impressive shader effects, and excellent reflection captures. Overly critical insights on capitalism with lumen and nanite technology enabled.”

I aimed to employ something that is typically linked to high fidelity AAA games, utilizing all the modern capabilities of the engine, because it’s somewhat rebellious to adapt AAA aesthetics for something entirely contrary to what that aesthetic symbolizes. The mainstream has consistently appropriated unconventional, rebellious, and subcultural visuals. It felt like a fascinating critique to create a contrast with the goal of commenting on capitalism.

What obstacles and/or exciting opportunities emerged from the concept of conveying your ideas on this topic as an interactive experience? What was captivating about creating an essay that players could inhabit and experience instead of just reading?

I believe that you can reach more people if you present what you’re saying in an engaging manner. Digital art is a rich medium. The web is generally divided into these categories of text, audio, or video, but computers can encompass much more. Video games embody the intersection of all these forms, providing ample space to explore how essays could manifest within the context of a game.

I find it intriguing that streamers and YouTubers have, in many ways, become more popular than traditional text-based online outlets. YouTubers often repackage these messages into their own videos, and viewers tend to overlook the original writings being referenced. Video is simply more captivating as a medium. This is a generalization, but I think it reflects how people consume content online.

Following that thought, I pondered whether a video game could be just as powerful. Would individuals be open to “playing” an essay on this topic? If it appeared engaging and of high quality, would it attract people in?

Individualism in the dead internet age is designed to be something you navigate while allowing the environment to convey the narrative. Links to various articles provide tangents or rabbit holes that you can explore, all illustrating elements of the game.

We need more playable essays. It’s a genuinely appealing format!

What considerations influenced the structure of the experience? In creating the museum-like environment that guides the player through history and your concepts while also granting them the freedom to stray from the path and pursue their interests?

I have consistently been collecting “free for the month” asset bundles from the Epic Games store, where developers distribute these costly professional assets at no charge.

I am generally, and quite personally creatively, opposed to using assets created by others for my projects. There’s a stigma attached to it that I find unsettling. I feel that this superstitious dread of what gamers will think is a factor that holds me back. I decided I needed to dive fully into what is perceived as “taboo” to make a statement about technology culture. It turned out to be intriguing, as this level of self-awareness and self-parody came through.

Elements are paced out so that the player is tasked with “collecting” pieces of the essay, as if it’s a museum tour, while stopping in front of these assets to examine them, or view the links displayed in the exhibit windows.

Considering that players can be players and some will simply rush through the entire experience, I was mindful to create it so that it would be fun and strange to do so. You could literally skip the “museum” and wander off into the void if you wished. It ends up being a truly unusual remnant of a world to explore.

How did you create the vibrant, chaotic, and lively environments the player would encounter as they played the game? How did you select the many varied visual elements present in this game? Are there influences from the inventive Wild West of the early internet reflected in the way you designed this game?

Individualism in the dead internet age is designed to resemble a museum where you encounter homages to vintage internet art and old desktop elements that each highlight how vibrant our online culture used to be. Some of it is woven into the environment to be almost disconcerting… Like being followed by an enormous smiley face while you meander through the old Windows 3D Maze screensaver, all while hearing rants about AI and social media.

The results ended up feeling somewhat unsettling. I believe it’s because these familiar outdated elements are used so out of context—almost as if you are exploring a lost era.

What intriguing thoughts a