This just means the games can nest. In the innermost game, you treat social mores as rules to follow and try to excel within them.
But there is a surrounding meta-game where you weigh the pros and cons of transgressing the mores and consequences that leads to. In that game, the mores are no longer rules and transgressing is now a move.
Around that, yet another game where the moves are putting effort into changing social rules. And so on.