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  Fun is Boring
by Neils Clark [Design]
74 comments Share on Twitter Share on Facebook RSS
 
 
July 5, 2012 Article Start Page 1 of 3 Next
 

In the two weeks before writing this piece, I've seen easily a dozen scattered, derivative definitions of fun. Five page "manifestos" and weird Rubik's Cube personal philosophies. No respite at DigiPen the other day. Covering for another prof, I thought I'd poison the youth with design theory.

"Oh, sweet," says one edgy-looking student. "Me and a buddy have been talking about making a unified theory of fun. An exhaustive language for games."



"Neat," I say. "Have you read Raph's Theory of Fun?"

I click to the first slide, a cropped image of the cover.

"Uhh, Raph?"

"Ian Bogost's Persuasive Games?"

"I stared at the first page for awhile."

"Good enough." I say, though it really isn't. I want the laughter, but they only give me puzzled stares.

Fun is a lazy word. A bit like "game". On first blush anyone can grin, nod their head, and think they understand what you're talking about -- but there are breathtaking gulfs between Today I Die and World of Warcraft, between Monopoly and Foursquare (both social networking or playground variants). Pete Garcin wrote a good piece last year about the problems of broad language, though he wasn't looking to, "pick on 'fun' specifically."

Let's pick on fun, specifically.

Fun is a process. Idea to shipped game is roughly the difference between a frozen ovary and a 24-year-old human. Things happen in between. Fun may or may not be one of those things. Maturity may or may not be one of those things.

Testing early and often doesn't just work out bugs. The creators start to see what, in this growing new reality, is enjoyable. The social element? Running? Painting? Climbing? Problem solving? We hope that by the time it ships, this little life is, at the very least, functional.

That fun process sometimes gets a few tries. Super Mario 3D Land Director Koichi Hayashida recently said that even across Nintendo's games, they've added to the pot, taken some away, and considered what elements to keep and why.

Hayashida said, "What you have to do is make an investigation at every new stage and say, 'Okay, which of these elements is working well for us, and which of them do we need to think about minimizing, or removing entirely?'" He's trying on these mechanics, but all that talk requires crunch and craft to mature. Within the process, or even between projects, there isn't much time for talk. Studying new and glorious descriptions of fun is laudable, but not exactly a priority.

We already have a vocabulary. We use games to talk about games, especially where those are emblematic of a certain type of experience. That's the lingua franca. Like certain words in Sanskrit poems, which translate to pages of English description, naming certain games condenses hours of detailed, unique memories.

I recently overheard during a games critique: "Ditch the broken Portal puzzles and stick with your 3D VVVVVV mechanics" among dozens of constructive quips that spoke in the shorthand on tap: our mosaic cant of games. All calling to mind experiences we've got in common, before said team hunkered down for the long, hemorrhoid-inducing crunch to include two, maybe three of the dozens of suggestions floated.

Cliff Bleszinski was on fire with these ludic linguistics in this interview with Brandon Sheffield. Easily a dozen quips like, "I would've loved it in Skyrim if my fiancee could have left a treasure in a chest in my house while she was playing, Animal Crossing-style. You know, Fable with the orbs in the world, that's where we're all going, right?"

That sentence is going to mean fuck-all to a lot of gamers, let alone shambling great-grandmas (he's talking about this). To the right audience, there's a depth of meaning. But that language of games isn't the same as an elastic alphabet. It's a rough-hewn, hodgepodge collection of hieroglyphs. Finished, well-peddled games form the brunt of our symbolic language. And the effort required even to copy known hieroglyphic passages is staggering. Equivalent to carving into solid stone, with tools that'll seem antiquated and ball-busting in a generation or two.

Graduating from referential hieroglyphs to a specific alphabet might be a seductive adventure for some, but a unified language is a major undertaking. Beyond the question of whether anyone would give a shit (we have, after all, spent thousands of hours learning our various shorthands) well... whose work -- of the dozens (probably hundreds) of academics and devs who've contributed -- do you favor?

Ernest Adams, Richard Bartle, Jesper Juul, Nick Yee, Steve Swink, Janet Murray, Koster, Bogost, McGonigal, Hunicke, Brathwaite, Schell, etc, etc? Some of them conflict, sometimes clearly and vocally, sometimes subtly and in back channels. An uncareful vocabulary might suddenly get political. Maybe that invites a counter-vocabulary, and then the whole point of the exercise is gone, lost in translation.

 
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Comments

Luis Guimaraes
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This whole "Let's make design accessible so everyone and their mother can be a Game Designer" is really annoying.

Neils Clark
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To me the article is less about the number of developers we should have, and more about the quality of the conversations that we've been having.

Luis Guimaraes
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Hey Neils,

Yes, I know. I'm exactly joining the article on the opportunity to say this because it's been stuck in my throat for a long time.

Maybe we should stop and consider making a Game Designer Sim were you can pretend to be Miyamoto, Cliff Bleszinsky, Will Wright, Shinji Mikami, Ken Levine, Peter Molineux... then we can put a long handholding tutorial sections teaching how to design awesome games (via QTE, of course), and add lot of achievements, leveling up and positive reinforcement telling how the player is awesome.

Joe Wreschnig
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Also annoying: Teaching people to write, play instruments, draw, speak, or do anything other than subsistance farming.

Seriously, why can't they just accept our divine right as designers?

Luis Guimaraes
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Joe Wreschnig,

You're right. I admit I'm over reacting.
Developer Syndrome is real! I'm spoiled as a player.

Not against teaching anything, I also enjoy doing so. But Game Designers are already undervalued and underused, coming from a Graphics Design background I've seen a lot of this in practice. Recipes will only empower marketers and producers more then they already are.

Unless a method is trully free of bias and preferences (or at least encompasses all possibilities), the adoption of said methods will only bring further stagnation.

Joe Wreschnig
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@Luis,

Marketers have shitloads of resources. If they can get what they want by making games, they will figure out how to do it no matter how accessible it is. In a lot of ways in the F2P and advergame markets already have built parallel business/education structures to implement, learn, and teach the kind of design they want.

The solution is not to retreat into our ivory towers and pretend they don't exist. It's to make sure *everyone* can make a game, and that we have a *broad* definition of game and game design.

Stephen Chin
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"Recipes will only empower marketers and producers more then they already are."

While perhaps designers are undervalued, I don't think knowing more about these sorts of topics really hurts them. It's like knowing what a Higgs boson is... and being an actual particle physicist. There's no doubt that a lot of people can talk about the general concept behind the Higgs boson, but few would call themselves a particle physicist. It's that level of distinction that's important not the underlying knowledge - that there's a certain level of training, experience, and skill required to turn that knowledge into something more than a random definition.

Evan Hartshorn
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"...Game Designers are already undervalued and underused, coming from a Graphics Design background I've seen a lot of this in practice. Recipes will only empower marketers and producers more then they already are..."

A good part of any art is craft. Gotta learn how to play scales before you can play the blues. Jazz by non-musicians isn't Jazz; it's noise. They had to go over the scales and various chords hundreds of times before getting to that point.

Will a revealed and understood concept of the craft empower producers to produce schlock? Yeah. So? People find and elevate non-schlock regardless. The existence of Batman and Robin doesn't destroy Dark Knight, let alone the Lord of the Rings novels. And options for venues keep opening up. Indie games are cheaper than AAA games. People notice them. Enough people notice them, and the AAA companies notice them, and you get Cave Story on the 3DS, in 3D.

In the mean time, if we find the rules, learn the craft -- well, a good general rule in any of the arts is if you don't know the rules of the craft, you will only produce art by a wild and unlikely accident. But if you *do*, then you start to feel how to break 'em and make it work, and non-schlock results.

There will always be schlock, and there will always be a way for actual artists to shine. It ain't perfect, but nothing is.

Alexander Parshin
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The articale is a Words juggling in a pursue of self-delight, pure demagogy. 'make love not war' - and what a 'love' and 'war' is? do we have enough of vocabulary to describe a love or at last to understand what is love?

Keith Burgun
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Raph's theory of fun is not a theory. It's an attempt, like so many game design books of our sad time, to wrap up the totality of videogames into some kind of all-inclusive "summary".

The problem with all of these design books is that they are specifically NOT theories. They basically all say the same thing: "sometimes this works, sometimes this works, sometimes this works, I don't know, just try some stuff." Jesse Schell's book is probably worst in this regard, being literally a list of like 101 things that you could try? Maybe?

There can not be any real game design theory until we're prepared to divvy up "videogames" into smaller, useful categories. A contest is not the same as a fantasy simulator. A puzzle is not the same as interactive fiction. A toy is not a game.

The reason we haven't done this is complex, but part of it is that we wrongly attribute value to the word "game". This means that we feel like we're insulting something by pointing out that it maybe isn't one. I wrote about these issues recently on this very site.

Jackson Lango
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At the moment, masses in modern physics are separated into two groups, those that abide by quantum mechanics (small things), and those that abide by classical mechanics (big things). Each group has its own set of equations and laws and principles.

But physicists are not satisfied with this separation. They are looking for one unified theory, because it would be much more valuable than multiple segmented theories.

If you want to find a segmented theory, go ahead, but the reason Schell and Raph keep it general is because they find it more valuable. They can apply it to more systems and help out more designers. The tradeoff is that they can't be authoritarian, which you find to be a big issue, but I and a lot of other designers don't really mind.

Keith Burgun
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There is something between "spray and pray" and "a single authoritarian theory". What I propose is a single, useful theory. What Koster and Schell and the rest offer is basically a description of the current situation, rather than a proposal of what could be.

I am not saying that my theory is the "single unified theory that ends all theories". But it is actually a paradigm, which I think is much more useful than an all-inclusive "hey, whatever works works I guess" approach.

Jackson Lango
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I think anyone can come up with a single, useful theory. I think a nobler pursuit is to attempt to push the discussion forward, which Schell and Koster did very successfully. Even if they aren't unified or always internally consistent, their ideas are still very useful and thought-provoking, and should be thoroughly read by anyone attempting either of the two.

The Higgs thingy was recently proven (I'm butchering that), but a lot of preliminary work had to be done first to get anywhere. I think the more preliminary searching in the dark we do first, the better our eventual unified theory will be.

Joe Wreschnig
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@Keith,

Do you really not yet get how contradictory it is to say "we wrongly attribute value to the word 'game'" while in the next breath demanding "that is why all SERIOUS PEOPLE will see the value in *MY* definition of the word and use *MY* definition of the word"?

No one's attributing more meaning to the word than you in your attempt to exclude what thousands of people are doing.

(Of course, you'll claim you're not excluding them - they just won't be relevant to a site about the art of *game* development, or enter the independent *games* festival, or join the international *game* developers association, or subscribe to *game* developer magazine, or be part of the *game* industry.)

Mark Venturelli
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Yeah, just like an unified theory of music killed it.

Let's just keep being ignorant and unable to communicate properly with one another because that's where art comes from!

http://www.altdevblogaday.com/2011/06/11/respecting-design/

Neils Clark
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What did you think of Ian Bogost's breakdown of games, Keith?

Neils Clark
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@ Mark,

Dan Cook took an incredibly insightful look at the development of early musical notation, in his 2006 blog post Creating a System of Game Play Notation.

http://www.lostgarden.com/2006/01/creating-system-of-game-play-not ation.html

He writes that varied rewards act as your instruments, and tracking those (among a range of other things) in a system of notation gives license to making more cost-effective, modern design tools. Definitely a piece that gets overlooked too often.

Luis Guimaraes
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@Neils,

That article (and discussion) is great.

"Creating a complete and robust notational system is a Herculean task."

Well, creating the music notation was probably a Herculan task. A musical partiture is writen in two dimensions.

Games can't use such a simple notation. My favoutire way of writting and analysing games as interaction atoms, write it down in the same fashion of a Thesaurus, with links that explain how each atom interacts with each other (interaction focused design).

The method you use must come from the design philosophy you want to follow, which often comes down to mood and preference. My Thesaurus system comes from a simulationist (emergent gameplay) philosophy, created for one specific project in the works. Different projects have different goals, therefore need different tools.

"The more I play games like that the more I turned off to them and just want to get back to systems interacting with systems" -Cliff Bleszinski

Interaction Atoms (systems):
http://www.gamasutra.com/blogs/MarkVenturelli/20110807/89959/The_P erception_of_R
oles_In_Game_Systems.php

Interaction Documentation:
http://www.gamasutra.com/view/news/37816/gdc_online_the_design_doc ument_.php

But that works for me, the kind of games I enjoy playing and the kind of game I'm making right now. Not all games are the same.

This system works for me because I consider that creativity can be roughly described as "extrapolation of data", so the approach of "alright, what can happen between these two elements?" and the fill the blank if necessary, interesting and not negative to the main goal of the project. So by manually exposing the details in the date and intentionally asking question for extrapolation I come with more solutions, hence having better chances of coming with creative solutions. Statistics is a science.

That, said. I'd personally favour a comparisson between games and food.

Darren Tomlyn
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All my posts on this site are generally based upon the contents of my blog, (and I suggest everyone should read it): http://www.gamasutra.com/blogs/DarrenTomlyn/20110311/6174/Contents_NEW.ph p

The problem we have with discussions of games, is that they're not being based upon a solid, consistent, foundation - a full understanding and knowledge of what games are - what it is the word game itself truly represents. Without such a foundation, many such discussions and perceptions of games, and other, similar activities, (such as puzzles and competitions), will not exist within the correct context.

So the root of the problems, is a matter of linguistics - which is what my blog is for...

We already HAVE split computer games - (note: it's possible for games to use computers without requiring video!!) - up into smaller, useful categories, in a manner consistent with how the word game is used in general - by the type of behaviour the game enables. (Trying to split it up further, by the medium used, only helps if you want to differentiate between different types of computer - (such as consoles/PC's etc..))

I'm afraid that the behaviour of interacting with a story being told, IS what the word puzzle (as a noun) represents an application of - and can and will vary depending on the medium, be it picture covered wood (a jigsaw), a drawing (a maze or Sudoku etc.) or using text (a choose-your-own adventure book) or even video. The things we call a puzzle are only called that because of the application of behaviour they are designed to enable, just like games. Just because we've confused the behaviour for the things/media that enable it, doesn't mean they're the same...

Game, art, puzzle, competition, work and play all represent applications of behaviour/things that happen, (activities), (or specific (tangible) things that enable it), when used as nouns, but the problem we have is that this is NOT understood and recognised in general, which has led to subjective perceptions of such words and what they represent - definitions of art by the properties it creates in its audience, puzzles and games as and by the media used, games as play, and competition by its goals, and as only being direct etc..

Until the basic foundations are laid within the language itself, by its study and teaching, we'll always be building on sand, and nothing will every be fully consistent and therefore make total sense.

Until we know what the word game itself represents, we'll never fully understand what games ARE, and therefore understand how to make them to their full potential, or how to describe them properly and consistently.

The fact that game, puzzle and competition have all become confused for each other, just because of the medium used, (a computer), is a problem, and as I've said before, is a matter of linguistics - though of a very fundamental nature for at least the English language.

NOTE: Fun is NOT a process - it is a property a process has/can be perceived as having, (used as an adjective), (or an application of such a property when used as a noun) - it is not used as a verb, so it doesn't represent behaviour/a thing that happens.

To understand how and why games CAN be fun - (they don't need to be in order to exist) - you must first understand what a game is...

Christopher Totten
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I think the part that really spoke to me was the discussion of Brenda Brathwaite's delineation between "fun" and the emotions and experiences that happen in games. Earlier in the article you mention the Koster's classification of "delight" in the context of realizations. In many ways, even the games that express or explore negative experiences have their own elements of delight - less so in the "ah-ha I figured out the puzzle" way but more in the way that a dramatic twist happens in a film. Incendies is a good film example of this. The film's twist is something that's painful to see and think about, but it is a memorable experience.

In my own recent article I pointed out how the board game Zombies!!! plays with your negative emotions in a crafted zombie apocalypse situation. While I would say I have "fun" playing it, there are times when you consider killing off your current "character" so you may start over from the beginning with fresh supplies. It was a year before I realized that the game, by the nature of its rules on dying and restarting, makes you weigh the benefits of committing suicide. While that's not a "fun" emotion, the experience is rather enlightening into the mindset of a person in a situation of devastating loss. I've also had similar experiences with games like Gambit's "The Snowfield."

Preet Kukreti
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Once we have definitively, concretely, absolutely nailed what fun means, and the merit of defining it, lets define meaning next, or even better, existence!

Lets have a few articles discussing the value of the process of defining vague heuristics for measuring a game and devoting considerable time to creating unified theories of everything.

Meanwhile I'll be making a game.

Oh, and I do hope that these upcoming articles are full of ultra-meta goodness; hopefully abstracted away to some obscene degree beyond practicality where they can provide fellow game designers (philosophers) with maximum utility.

Luis Guimaraes
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"Meanwhile I'll be making a game."

Two.

Mark Venturelli
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Theory without practice is useless, but when you couple them together you are much more powerful and can do better, more meaningful things.

Also, almost all of these authors make games themselves.

Stop advocating ignorance!

Sean Kiley
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Anything can be made boring by analyzing it to death.

Laurence Nairne
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Depends on the mentality of the analyst my friend.

For an industry that demands such a large quantity of funding and man power, I'm surprised there are relatively few who actually care to analyse "game", "fun" and "meaning" to the degree that they require. Whilst we can make games and be happy doing so without lengthy debate about those terms, and without caring a bit about the language we use to discuss them, I agree with Clark when he says (I hope not to be incorrect in my understanding) that we need a more complete vocabulary of games in order to expand beyond making games that are based solely on a combination of symbolic examples. Rather than saying "That worked for X developer so let's take a slice of their pie with a pinch of our own 'originality'", we will begin to unravel the elements of games that make them worth playing. It is particularly important for top level designers to explicitly understand the process of meaning making between developer and gamer, and really get a grasp on the neurological impulses that are formed when in an immersive gaming experience.

Like with any industry, you need experts at the top of the chain who understand why they are making certain decisions, not people who rely on the ingenuity of other such professionals in the past to dictate what direction they will head in. There is nothing wrong with borrowing ideas, but if a designer is borrowing them simply on the basis that it seems popular, it may be completely incompatible with their own models.

On a slightly different tangent, as much as I do believe we need a more cohesive language to discuss games, I believe that even a complete language falls into a disarray of shorthand expressions regardless of the completeness of the language. Look at English for example. Trying to define 'nice' would take a while as 'pleasant' would only cover one use of that word. The word 'sweet' is not only used to describe a taste. This language is full of expressions that are so unbelievably vague that they can fit hundreds of contexts. Whilst a clearly defined language would allow us to move away from only describing and producing experiences that rehash old tired mechanics and narrative arcs (etc), it would have to be formally logical to avoid the complex misunderstandings of modern languages.

Sean Kiley
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I can see the appeal Laurence, I just don't think it is necessary. Top designers are "top designers" because they understand what is fun, intrinsically. When they hit a wall, people buy games by others who are getting it, so there is always a progressive momentum.

I agree vocabulary can fall short for many things, but this is why we also have expression (e.g. I give flowers to my wife instead of describing how I feel). You know fun when you are having it.

Laurence Nairne
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Whilst I accept that some people have a 'knack' for creating something enjoyable to interact with, I struggle to believe that everybody in a position to merit the title 'top designer' became so without extensive research. Like Mr. Stewart states below, there needs to be a balance. If you wish to do something properly, just hurtling into it isn't the best approach. There needs to be a merge of theory and practice, not one or the other. Nothing gets done with theory alone, but then nothing comes to fruition and success without extensive research when considering something like the process of making a game. A programmer for example could be considered an artist of code, but there is no way anybody was born naturally into knowing a programming language. It takes years of practice to become effective at it no matter how creative you can be with it. Same with design, you might have an affinity for creative coherence and flow, but knowing the principles to utilise that intrinsic ability comes with learning. I imagine if you ask most designers they will tell you that they will have researched a fair bit before settling on their working practices. There is a time and place for both theory and practice.

Sean Kiley
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True, experience makes us all better.

Bart Stewart
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Is "fun" an ineffable, Platonic quality that strikes randomly like lightning? Or is it a specifically definable Thing that, with the right planning and execution, can be produced reliably and whose fitness can be measured?

Why are some designers unwilling to accept that making a broadly enjoyable game depends on *both* artistry and engineering?

Gamasutra is full of "how-to" articles -- why have those if making "fun" is random? Why tell aspiring developers to study how games get made? Why bother trying to have or use a vocabulary for expressing the nature of "fun" at any level if successfully applying that vocabulary is a complete crapshoot? Even if it's not perfect, having some shared language of design increases the likelihood that a particular gameplay mechanic will suit its intended design purpose.

At the same time, it's obvious that engineering isn't enough, either. There are plenty of games that follow sound software development methodologies for both schedule and cost that somehow miss capturing the spark of enjoyability. There is no perfect recipe for fun; if there were, everyone could and would be doing it. (That cake really is a lie.)

Articles pushing (or putting down) either the Artist or the Engineer -- as though they're mutually exclusive -- always feel like yet another rehash of C.P. Snow's "Two Cultures" observation. I'm never going to get that; all I can see are the anti-examples where both art and engineering are respected as equally necessary to bring into existence a complex new thing that engenders joy.

A Pixar movie is both a real thing and a joyful thing. It's a product that got made according to a schedule with budgets, and that resolved a massive number of functional/technical considerations. It's also a glorious exploration of human feeling that's "fun" for many people. Something like that doesn't happen despite engineering or artistry; it happens *because* both creative modes are applied. Both are necessary, but neither is sufficient.

So why is there so much resistance to believing the same is true for computer games? Why can't we talk about the theory of making games (as I have in my "Personality and Play Styles" article) as well as the practice, while at the same time acknowledging that a truly enjoyable gameplay concept whose creators care about its expression is required for all the process and theory to mean anything?

The artistry of game design is about having ideas that different kinds of people can find satisfying. Engineering is about turning ideas into reality efficiently enough to make such creative projects achievable.

Why does anyone think that favoring one over the other is necessary?

Neils Clark
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Whether looking at studios who are innovating, or even just finishing games, you're absolutely right. I was writing about this last night, for Limbo. In Christian Nutt's interview with Arnt Jensen and Dino Patti, they talk about a developer's ability to tell how another studio's office space is structured. That they could literally hear where the music guy sat.

I love it, absolutely love it, when something like Limbo fuses engineering and design (among other things) so well that we don't notice. Even if the joy is short-lived.

Keith Burgun
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Lightning doesn't strike randomly.

JB Vorderkunz
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Neils,

If "Fun is Boring" and "Psychology is Fun", then by the Transitive Property "Psychology is Boring." Am I following your logic correctly? =)

Nick Harris
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"Idea to shipped game is roughly the difference between a frozen ovary and a 24-year-old human."

What?

Nathaniel Marlow
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He's saying going from game idea to finished game is about the same as going from frozen ovary to adult human.

Luis Guimaraes
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Such an ambiguous analogy. At first read I though it had something to do with fertility...

Nick Harris
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@Nathaniel Marlow

Hmm... 24 years to make a game?

Seems a bit high. I thought that AAA titles took about 3.

Let me see if I can put some real numbers onto this conception-to-distribution interval...

Halo 3's Multiplayer is perfect - so much so that when Bungie came to make a prequel they messed it up, not due to ineptitude, but because any change to the ingredients of a perfected recipe couldn't hope to be better. Now, Halo 3 came out in late 2007, so all I have to do is try to work out the earliest probable date of its conception and make the subtraction. According to Wikipedia, Bungie's Jason Jones was living in the dormitories of the University of Chicago when he first saw id's seminal "Wolfenstein 3D" in the mid 1992:

http://en.wikipedia.org/wiki/Pathways_into_Darkness#Development

So I would venture to say that the idea of doing Bungie's next sci-fi game "Marathon" with 3D graphics stems from that point. This is significant because many gameplay elements that were successful in the Marathon game series resurface in the Halo series:

http://xboxrepublic.top-forum.net/t5441-marathon-halo-comparison

Consequently, I would assert that although there wasn't any online multiplayer before Halo 2, it took until that game's sequel to cultivate its emergent gameplay so that every match was packed with incident, excitement, interest and fun (even if you aren't playing it hyper-super competitively, but just having a social knock-about with some friends) - really, it is remarkable that, even now (after more than 10,000 matches) I witness some never before experienced event every time I play; this really is a testament to the cohesion of the rules (indeed, some maps almost feel like Chess such is the maturity, balance and disposition of its pivotal elements).

This gives Halo 3 a conception-to-distribution interval of slightly over 15 years. Obviously, not every game gets such a long creative gestation, so much opportunity for player observation to feed back into incremental refinement, and I am not saying that Jason Jones knew he'd write Halo 3 when he began work on Marathon, but what seems clear is that saying it takes 24 years to make any game fun has no supporting evidence, credibility, or (frankly) incentive for games developers to delay their gratification that long.

That isn't to say I wouldn't be interested to play a game that had taken 24 years...

Nathaniel Marlow
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Er, he doesn't mean it literally takes 24 years to go from idea to game (and also, the first Halo had online multiplayer in the PC version).

It's an analogy, to put it more simply he's just saying:
1. You get a cool idea for something.
2. You get started making it.
3. You finish it, and it's changed from the original idea in ways you couldn't have predicted.

This happens without exception to pretty much any type of creative endeavor. As soon as you start the process of trying to materialize your ideas, the goalposts are already shifting.

James Margaris
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"Even if it's not perfect, having some shared language of design increases the likelihood that a particular gameplay mechanic will suit its intended design purpose."

Movies have a shared language of design (two-shot, master, inset, etc) but it's a little pointless to try to define what makes a good movie. "It has to have at least 3 explosions!!!"

Being able to talk about game design with terms that are specific and well-understood is great. That's completely different from developing some grand theories about what makes things fun.