Never mind the future - the present of games is quickly carrying us well beyond the classic understandings of what a game is. We've got gamified restaurants, psychological self-help tools, immersive narrative experiences, quasi-gambling experiences, political statements and more. Along the way, we're seeing conflicts between subcultures in our audience, and within our development community as well. Players get mad when a title isn't what they expected. Developers watch the encroachment of business practices they dislike. Designers try to apply the tools of one genre to another, and find they don't always work. Is "game" even a thing? And if it is, in what ways do these varied approaches relate to one another? In this lecture, we'll take a look at a craft-centric approach to the question: what do we make, who do we make it for, and how can we best make what we want?