Molleindustria aims to appropriate the video game as a popular form of mass communication. Its purpose is to explore the persuasive potentials of the medium by subverting the prevailing cliché of the medium. Since 2003, Molleindustria has published a total of nine games on various social issues ranging from the deteriorating employment situation to criticism of the junk food industry. Thanks to the viral dissemination of the network, millions of people have been able to enjoy these video games and the project has achieved a very wide media reach in Italy and abroad.