Gamification and cultural institutions in cultural heritage promotion: a successful example from Italy

This article deals with the application of serious games to cultural heritage. Through an overview of the growing importance of gamification in promoting cultural sites and museum collections, the research highlights the changing practices of cultural institutions, which are increasingly involved in producing serious games, considering them as strategic digital marketing tools to promote cultural heritage and tourism in addition to their traditional "learning by playing" function. The article explores a case study, namely Mi Rasna, a game on the Etruscan society realized in partnership with several Italian cultural institutions.