"Art."
While I do believe that games can be art, the term in gaming does not mean what we come to define art in other mediums. Art in a gamer sense is a marketing ploy and tends to apply to something that games you would not notice unless someone deemed it art in the first place. No matter how great Braid, Journey, Flower, Amnesia and Dear Ester are, they would not be nearly as popular today without someone calling them art in the first place.
I do not buy into the "Games are a product and therefore can't be art" argument either. 85 percent of what we would classify as art started life as product. This includes most movies, all books, all visual arts, and even video games. Regardless of how well some sold, they still were initially designed as product.