“…This term, introduced by Bonenfant and Genvo ( 2014 ), along with others such as "ludification" or "gamification of culture" , indicates the growing importance and prestige of play in contemporary culture. In semiotic terms, it can be described as a movement of play towards the centre of the semiosphere (Thibault 2016 ). Play is a modeling system that has always been common to all semiospheres, but nowadays, due to several factors, both social and technological (see, e.g., Ortoleva 2012 ), is acquiring an unprecedented centrality.…”