Here's a little something from my coleague German Dziebel:
Reading John’s recent blog one might ponder: But what is the difference between games and stories, and why would games come to replace stories? In the emerging field of video games studies the two sides of the issue are represented by, respectively, narratologists and ludologists (from Latin ludus ‘play’). Developing a rumbling technical jargon and a hefty scientific discourse around such seemingly commonsensical things as games and stories suggests that we might be dealing here with a tip of an iceberg whose base is planted deep in the interface of culture, media, and business. Ludologists and narratologists see the difference between games and stories as that between possibilities and actualities. Game rules loosely define what may potentially happen, while narrative plots tells us what actually took place. Close analogies to the game-narrative distinction can be easily found elsewhere. Think about RAWs (not an actual file extension, as we know) vs. JPEGs in digital photography: RAW files allow for a considerable liberty with the color and density parameters of the final photo, while JPEGs, once shot, cannot be modified. (They even deteriorate every time you copy them.) Examples like this abound. We live in the world of mass customization and, most recently, co-creation. Brands are RAW files these days. Instead of defining their product once and for all, companies increasingly encourage their customers to co-create and co-innovate. They engage them in a game in which every party takes turns in production and consumption, and out of this turbulent dialogue many stories are born.