He initiates the conference to bring culture and video games people together because he believes that engagement that video games propose can contribute a lot to the culture.
For instance, heritage institutions start to use games for promoting their data. You can upload free gamification apps of The American Museum of Natural History expositions.
The main reason why the culture needs to talk to video games is survival. Iain Simons sure that culture can gather the models and vocabulary of video games. Moreover, the collaboration can create new artforms, which provide a high level of participation and progressivity.