We unify and consolidate various results about non-signalling games, a subclass of non-local two-player one-round games, by introducing and studying several new families of games and establishing general theorems about them, which extend a number of known facts in a variety of special cases. Among these families are reflexive games, which are characterised as the hardest non-signalling games that can be won using a given set of strategies. We introduce imitation games, in which the players display linked behaviour, and which contains as subclasses the classes of variable assignment games, binary constraint system games, synchronous games, many games based on graphs, and unique games. We associate a C*-algebra C * (G) to any imitation game G, and show that the existence of perfect quantum commuting (resp. quantum, local) strategies of G can be characterised in terms of properties of this C*-algebra, extending known results about synchronous games. We single out a subclass of imitation games, which we call mirror games, and provide a characterisation of their quantum commuting strategies that has an algebraic flavour, showing in addition that their approximately quantum perfect strategies arise from amenable traces on the encoding C*-algebra. We describe the main classes of non-signalling correlations in terms of states on operator system tensor products.