Productive play: The shift from responsible consumption to responsible production

Abstract

Regulatory approaches to games are organized by boundaries between game/not-game, game/gambling game, skilled/unskilled play, consumption/production. Perhaps more importantly, moral justifications for regulating gambling (and condemning digital games) are rooted in the idea that they consume our time and wages but give little in return. This article uses two case studies to show how these boundaries and justifications are now perforated and reconfigured by digital mediation. The case study of Daily Fantasy Sports (DFS) illustrates a contemporary challenge to rigid dichotomies between game/not game, skilled/unskilled play, and game/gambling game, demonstrating how regulation becomes deterritorialized as gambling moves out of state-regulated physical casinos and takes the form of networked, digital games. Our second case study of Pokémon Go approaches regulation from a different direction, complicating the rigid dichotomy between production/consumption in online networked play. We show how play is increasingly realized as productive in economic, social, physical, subjective and analytic registers, while at the same time, it is driven by gambling design imperatives, such as extending time-on-device. Pokémon Go exemplifies analytic productivity, a term we use to refer to the production of data flows that can be leveraged for a wide variety of purposes, including to predict, shape, and channel the behaviour of player populations, thereby generating multiple streams of revenue. Ultimately, both cases illustrate how digital games and gambling increasingly blur into each other, complicating the regulatory landscape.