Jervis Johnson's Standard Bearer
The new issue of White Dwarf (334 October 2007) has a nice feature article on their new expansion for WH40K aptly titled Apocalypse as it sports enormous battles to keep the hardened player happy. The Standard Bearer 'column' by Jervis Johnson, while relating to the design notes for Apocalypse explores game theory ideas around "social contracts", "playing in a friendly spirit" and "sportsmanship".
The article explains the importance of these ideas and how they have written them into the new gaming logic it seems quite explicitly. Quotes like "Apocalypse is meant to allow you to play themed games that emphasise fun over winning at all costs" show the drive in this direction the designers are trying to achieve.