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Between 2006 and 2008 I was Domain Manager for Domain Play at the Technical University in Eindhoven. This domain, one of the four domains in the Bachelor's phase (health, home, work and play), used to be called Domain Entertainment. I set up a new programme and, together with the team of lecturer-coaches, I developed a series of new projects, workshops and lectures. The faculty board allowed me to rename the Domain and redefine the thematical point of departure. This lecture was one of three presentations meant to elucidate my ideas and curricular strategy. This lecture was the third of a series of four, given in September 2006.