 In his Aesthetic Theory and the Video Game he argues that the aesthetic appeal of games does not lie where we expect to find it – in sumptuous on-screen imagery – but in the physical sensations of gameplay.Because most video game analysis is informed by conventional media theory it tends to interpret games in terms of their ‘content’, or message, viewing the game as a sign system.This overlooks the most important part of the experience of gameplay and the fact that we can often enjoy a game without ever thinking about what it, or the activity of playing it, ‘means’.