So I've made quite a few sex games that have "gone viral" over the past year, and I'd like to talk a little bit about my experiences / practices. I would hesitate to apply these ideas to anyone else's situation, but it's what works for me, so here it goes:
Games are primarily conceptual / performance art; games are culture; it's more important to witness a game than to play it.
Most people haven't played most games. Conversations about games often start with "oh yeah I've heard about it" or "I haven't played that yet." Thinking about the vast intergalactic politics of EVE Online is so much more interesting than trying to play it, and watching high-level Starcraft play is much more interesting than drilling on a specific build yourself.
To "consume" a game, it is no longer necessary to play it. Rather, the most important thing about a game is that it exists, because that means you can think about it. (Or maybe, games don't even have to exist? Consider the endless press previews and unreleased games that engross so many people. These are purely hypothetical games that are often better than playing the actual finished product.)