Right: The game is, if you think of the game then you lose the game. Noone can win the game, everyone loses, you just have to spread it around (like a meme), and every so often someone says: 'you just lost' and then everyone loses all over again. It's bollocks.
It doesn't take any time, because it's a meme. It duplicates itself and nestles in your sub-consciousness. The only time you play the game is when someone says: 'you just lost' (or strictly speaking, you are always playing the game because you are playing it in your sub-conscious)... then you lost, and the game starts again. The point of the game is to spread the game and not think of the game. Some geek made it up, and it neatly analogises a cultural theory popular with Richard Dawkins, among others, but it has no point.