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What does it mean to play to earn instead of playing to have fun?

I've been mulling this one over ever since the president of Square Enix, Yosuke Matsuda, penned this missive on the subject, and I'm no closer to a real understanding of how it is a good idea to move away from the model of people playing games because they are an enjoyable pastime and towards a model that says you should be playing games to get a tangible reward.

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