In Concept, your objective is to guess words through the association of icons. A team of 2 players – neighbors at the table – select a word or phrase that the other players need to guess. Acting together, this team puts pieces judiciously on the available icons on the game board.

To have others to guess "milk", for example, the team may place the question mark icon (which signifies the main concept) on the liquid icon, then cubes of this color on the icons for "food/drink" and "white". For a more complicated concept, such as "Leonardo DiCaprio", the team might use the main concept and it's matching cubes to clue players into the secret phrase being an actor or director, while then using sub-concept icons and their matching cubes to provide clues to particular movies in which DiCaprio starred in, like Titanic or Inception.

The first player to discover the word or phrase earns 2 victory points, the team gets points as well, and the player who ends up with the most points wins.