The Exploring Islam Foundation has launched its London-centric “Inspired by Muhammad” campaign after YouGov opinion poll came up with results showing that 69% of UK citizens believe that Islam encourages repression of women and that nearly half of them disagree Muslims have a positive impact on British society.

This chapter analyzes video games and video clips with an Islamic emphasis and the various levels at which they convey ethical and moral values. Both video games and video clips have been neglected and marginalized by the academy, albeit to varying degrees. Given their pervasiveness, especially among Middle Eastern youth, we are in crucial need today of critical understanding of the different ways these media articulate Islam and communicate it to consumers. This chapter in particular discusses the appropriation of games by various private Islamic companies, operating in the broader religious and cultural context of the Islamic revival and piety movement, for educational purposes. Finally, this chapter discusses how Islamic game production and, more generally, the public discourse of the Islamic piety movement are shaping mainstream video game production targeted at Muslim audiences and the marketing strategies of game production companies.

Summer School organised between 28 July and 8 August 2008 in Heidelberg by the Ritual and Media Working Group of the Collaborative Research Centre SFB 619 "Ritual Dynamics" University of Heidelberg.