Game culture is everywhere - on our phones, in our living rooms, and on our movie screens, though we have yet to see games played out in public, in our cities or on our high streets. There are playgrounds, where children can play on their own, and there are betting shops, where adult players can gamble, but an immersive space where kids and adults can mingle through play?
It's all been about 'inspiring a generation', about getting kids away from the telly and playing sports, exercising, essentially facing the spectre of obesity head on by running really fast, running for a really long time, running half-way along a stage before doing handstands or just running out of breath doing something that doesn't involve an X-Box. Sounds like a great idea.
I think it's interesting that the inventiveness and diversity of game culture (and its gigantic, widespread popularity) hasn't really integrated with the Olympics. We have athletes and broadcasters and a vague exhortation from the powers that be to get out there and be more active, yet almost nothing that inspires us to play ourselves.
Reading about the athletes reminded me that such pride and inspiration is a key ingredient of the Olympics. These people have worked unbelievably hard to reach the top of their game and in the coming days they'll be competing at world-class level, representing their country, in front of their home crowd.
Today WWF and BioRegional have published their report on the progress of the London 2012 Games in meeting its sustainability objectives. It has taken a huge collective effort to put these Games on track to be the most sustainable to date - from the organisers, to campaign groups like these, and to an assurance body like ours which is tasked with being the bastion of impartiality and good evidence.