It's one of the world's most popular entertainment mediums. An industry worth hundreds of billions of dollars. The innovative work of studios and creative practitioners of all shapes, sizes, and disciplines means games has arrived as a legitimate medium. But even if we take for granted that games should attract the same kind of broad respect and reverence as other screen mediums, like television and film, there’s still a language barrier. Why is that? How do we discuss games as a fully realised medium and industry? What language do we borrow, and what do we need to do differently to discuss games critically, commercially, and artistically?