Ludology/Narratology
http://www.gameskinny.com/egbds/ludology-vs-narrat...
not: Is a game a system of rules, or is a game a kind of narrative?
but rather: Is a game a system of rules, like a story is a system of narration?
Ian Bogost: http://bogost.com/writing/videogames_are_a_mess/
http://www.ludology.org/articles/ludology.htm