A fuzzy coalitional game represents a situation in which players can vary the intensity at which they participate in the coalitions accessible to them, as opposed to the treatment as a binary choice in the non-fuzzy (crisp) game. Building on the property - not made use of so far in the literature of fuzzy games - that a fuzzy game can be represented as a convex program, this paper shows that the optimum of such a program determines the optimal coalitions as well as the optimal rewards for the players, two sides of one coin. Furthermore, this program is seen to provide a unifying framework for representing the core, the least core, and the (fuzzy) nucleolus, among others. Next, we derive conditions for uniqueness of core rewards and to deal ...