The 34th EGOS Colloqium, Tallin, Estonia, 5-7 July 2018The purpose of this paper is to explore what we mean by theory, by looking at theory through a game lens. In comparing and contrasting the two phenomena of games and theory, we seek to better understand what theory is and is not, how theory is distinguished from theorizing, what constitutes a theoretical contribution, how theory and practice are linked, and the nature of academic work. The paper is structured as follows. We begin by discussing what is meant by a game, and, notwithstanding the difficulties of defining what constitutes a game, we outline four characteristics of games, and identify four basic roles in game activity. In the next section, we discuss the similarities between ...