The thesis encompasses an analysis of the nature and evolution of concept art as it’s being used in the modern games industry, as well as its history through film and animation. This forms the basis for the construction of a sample system of concept art for a fantasy videogame. Its contents are based on my personal story, which affords me the opportunity to explore sundry motifs. The analytical section serves as a solid theoretical foundation on which I rely later to guide me in the production of quality work. The sample set of explored concepts is restricted to the following categories: mood, assets, environments, and characters. As restrictions they provide additional structure to the process through which I also explore the role of style, colours, and ambient in the creation of stories. These behave differently in an interactive environment than they do in film or books, offering a new storytelling potential to the future which we would be remiss not to research and utilise.