Article
Culture
Digital
Fun & play
4 min read

Fun is dead

When video games turn play into work, we need to play without fear of consequences.

Simon Walters is Curate at Holy Trinity Huddersfield.

A woman stand in front of a large video screen displaying the Space Invaders title, hold her hands out in front of her.
Photo by Andre Hunter on Unsplash.

Imagine there’s been a sudden change in plans. The evening meeting is cancelled at the last minute, or your friend is sick and can’t come round. There are no looming tasks that need doing, so you set out to have some fun. What do you do? 

Karen Heller’s recent article in the Washington Post suggests that we don’t really know how to answer that question. ‘Fun is dead’, proclaims the headline, and her analysis is simultaneously insightful and depressing. Weddings have become stressful extravaganzas, holidays require a constant stream of activity, retirements should have a purpose and a plan. Our fun, our play, requires a reason to exist. Can we have fun without it having some larger purpose? Can we play without needing to post it on social media? Everyone else, it seems, is having much more fun than we are. 

Take video games. You might think this ought to be the very definition of a playful activity, one with no particular end or purpose in mind. But even here, it seems we don’t know how to have fun without some type of incentive. Conversations about video games online are frequently so self-serious and toxic that you’d be forgiven for thinking that it was a matter of life and death, not differing preferences about fun. Some of the world’s biggest games – things like Fortnite, Genshin Impact, and EA Sports FC – give rewards to players who turn up to play every day. It sounds generous until the psychological hooks of these methods grip you far past the point of fun. Players talk about not being able to sustain more than one of these types of games, because otherwise they won’t be able to keep up. What starts as play quickly turns into a form of work. 

The world of play is a world of grace, where we are free to find pleasure in an activity on its own merits. 

I am as much a sucker for this method as the next person. I find myself drawn to games which start out as free and fun, but the fun inevitably seems to turn into a chore that I cannot dislodge. There is an unwritten pressure to turn up to play every day to complete daily tasks and keep up with the competition. I end up feeling guilty for wasting my time playing games, and anxious to keep up with what’s required when I do. No wonder, with all these contradictory pressures on play, I find myself more often than not vegetating in front of Netflix rather than really playing. 

This is all a bit of a first world problem and might seem like another depressing indictment of modern society, but perhaps it shouldn’t be that surprising. As humans, we are always looking for some way to justify ourselves, some way of finding proof that what we do matters. Play, by contrast, demands that we step into a different sort of world. The world of play is a world of grace, where we are free to find pleasure in an activity on its own merits, and not for anything we might get from it in the end. Play, in its best sense, is purposeless apart from the joy of playing. "When we try to give our playful activities some wider purpose for why they matter, we are turning them into something else." 

The world of the Christian faith is not often seen as a playful one. It seems so very serious, dealing as it does with matters of life and death. But within the serious world of the Church, a space for play emerges. After all, it is first and foremost a world of forgiveness from what we have done wrong in the past, present, and future. This forgiveness takes away the fear of failure. Whether I am greatly successful or not I am loved and forgiven by God. This is God’s gift, which cannot be earnt and cannot be lost. 

The result, perhaps surprisingly, is that I am free to play, because I do not need my play to achieve anything for me. As the theologian Simeon Zahl puts it,  

In play a person is free to engage with the world creatively, actively, energetically, but without fear of ‘serious’ consequences. The Christian is free to play with things that once seemed deadly serious, to find delight in what were formerly objects of fear, and to take themselves much less seriously. 

In the world of video games, this idea is perhaps most clearly seen in the games produced by the Japanese game developer Nintendo. Their games, from Mario to Zelda, epitomize a vision for gaming which is driven by creating joy for whoever is playing, and not unnecessarily burdensome tasks. One of their best games of last year, The Legend of Zelda: Tears of the Kingdom, doesn’t offer a prescriptive path for how players should approach its challenges. Instead, the player is given a toolkit and set loose to use it in the world as they see fit. The result is a sense of joyful freedom, a feeling that its world is full of delight and even silliness. It gave me some of the most fun playing games in recent years, without me even coming close to finishing it. 

It's this playful attitude that I want to take into the rest of my life. What would it look like for us to see the world as a playground rather than an exam hall? The result wouldn’t just be a lot more fun. I think it would also be deeply Christian. 

Article
Comment
Identity
6 min read

Identity is more than mere branding, ask WH Smith

It's not just nostalgia that's being generated by the retailer's demise

Roger is a Baptist minister, author and Senior Research Fellow at Spurgeon’s College in London. 

Cyclists and pedestrians pass in front of a WH Smith store front.

So, alas, no more WH Smith on the British High Street. Then, to add insult to injury, the chain of shops will be rebranded by the private equity firm, Modella Capital, as TG Jones. A move to ensure the stores retain “the same sense of family”. 

Really? 

I was surprised. Not by the news. We’ve seen so many once famous names disappear, another one is hardly noteworthy. But no, I was surprised by my reaction when I heard. 

I’m not quite sure what the emotion was. It nestled somewhere between 

“NO!” 

and, 

“They can’t be serious!” 

Somewhere between warm-hearted nostalgia and gob-smacked incredulity. 

I have loved Smith’s since forever. As a boy, in a small market town in Norfolk, the kiosk at our railway station was where I went to buy my Commando war story comics. As a teenager it was the music and video department I frequented. Then, newly married it was photo albums followed by all the school supplies of pencil cases and folders our growing family needed every August. Our memories exert a powerful influence on us. 

But the nostalgia goes deeper than that. It is a British institution. WH Smith and Sons, as I originally knew it, began life in 1792 in a news vending shop established by Henry and Anna Smith in Little Grosvenor Street in London’s Mayfair. 

Their grandson, William Henry (of the WH) joined the firm as a partner in 1846 and was responsible for their expansion through railway stations. Taking advantage of the boom in rail travel their first news stand was opened at Euston Station in 1848 by securing exclusive rights to operate with North Western Railways. This was swiftly followed with a similar deal with Midland Railways. 

Across the years innovative entrepreneurship has been part of who they are. They pioneered wholesale warehouse distribution through their sites in Birmingham, Manchester, Liverpool and Dublin. 

Then, along the way, in 1966 they introduced a 9-digit code to improve their book reference system. Eight years later their Standard Book Numbering (SBN) system had been universally adopted as the internationally recognised ISBN classification on the back cover of every published book. 

Their company history also includes novel initiatives like a circulating library, a travel agency, the DIY chain Do It All, a 10-year ownership of Waterstones, satellite TV with their own sports channel in the mid-1980s, and more recently, in-store post offices and the online personalised greeting card brand, Funky Pigeon. 

Smiths is a company that is deeply embedded in the life of our country. It’s deeply embedded in my life story too. Of course I’m going to feel nostalgic about it. But, do you know what, I can’t remember the last time I went into one of their iconic shops and actually bought something! 

And that’s probably it, at least in retail. Any nostalgia on my part is, at most, only of the wistful variety. 

As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

While the High Street shops do remain a going concern, it is their travel hub network in airports across the world that make the serious money and will retain the WH Smith branding. Hence, the change of name to TG Jones and the source of my “gob-smacked incredulity”. 

Now it is easy to understand how a move from WH Smith to TG Jones makes a lot of sense. Modella Capital were swift to affirm that it is “business as usual”. All the stores will remain open, doing what they do now, with all the staff retained. Two initials and one of the most common surnames is replaced by two initials and one of the most common surnames. 

Now the juxtaposition of Smith and Jones is very tempting in its offer to reference specific 1970s or 1980s TV shows. From a marketing perspective it is so cheesy, at least to anyone over 60. But to put that aside: what is in a name? 

WH Smith is a 233-year-old company and remained in the hands of the family until 1972. It has a heritage that has real substance behind it. It is the genuine fruit of all that has gone before. TG Jones is a fiction. A necessary invention to fill the gap, to provide a new name in place of an original that has migrated elsewhere. As Charlotte Black, chief strategy officer at Saffron Brand Consultants observed: 

“It feels incredibly close, a poor mirror of WH Smith and not necessarily very well thought through … I would say it feels hasty – an ‘insert here’ strategy – and a bit of a missed opportunity.” 

Ultimately, it’s about identity. Superficially it appears that a genuine history is being supplanted by pure fabrication. Any “sense of family” in TG Jones is vacuous because TG Jones never existed. There is no back story. 

WH Smith, on the other hand, does have a back story. Yet, having been a company run by shareholders since shortly after the second world war, how real is the “sense of family” there either? This is not the proverbial ‘mom and pop’ store. It is actually a corporate leviathan. There might be a sense of rootedness in the name, but a “sense of family” disappeared a long while ago. 

Now, with the name gone, the High Street shops have even lost that sense of rootedness, however tentative it had become. Where does that leave their identity? I’m sure the branding consultants and marketing departments have been all over this. However, identity is not established just by saying that something is so. 

Thinking about Smith becoming Jones then sent me down a rabbit hole of thoughts. So, bear with me here. 

We all know about identity because we all have one. 

At any given moment in time we are the product of a complex interplay of things. From our families and where we grew up, to the choices we’ve made and those that are foist upon us. The experiences we’ve had shape us. They make us into the people we are and help define our identity. 

Yet nothing is set in stone. There is something intrinsic to life that is dynamic, ever-changing and open to all kinds of possibilities. It is dynamic and multi-dimensional and alive to endless possibilities. 

In this sense, life is not deterministic, and our identity is not fixed. How we see ourselves and how others see us can change. As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

That change can be evolutionary or revolutionary, it can come from inside ourselves, or result from our responses to what comes at us from outside. Life is a constant process of becoming who we are. Our choices matter. They have consequences. Nothing stands still. 

The possibility of turning life around, the opportunity of making fresh starts and hopeful visions for a better future have proven to be the bedrock of human resilience. The essential ingredients to ‘pick yourself up, dust yourself off, and start all over again’, to quote the famous 1930s standard. They’re also foundational insights that underpinned what Jesus stood for and taught. Proven across the range of human life, activity and ingenuity 

But back to TG Jones, I think I’m with Charlotte Black, the renaming is hasty, ill-thought through and a missed opportunity. Maybe the name will go the same way as Royal Mail’s abortive makeover as ‘Consignia’ in 2002. Identity is more than branding; we will know it by its fruit. 

In the meantime, when the new regime has established itself, I may swing by to see what they’ve done with the old place. 

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