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To take a competition or activity so seriously that the participant is not willing to give up until significant bodily harm or death occurs, the final step beyond "playing for keeps". It implies that the competition or activity in question will have no regard for personal safety, and any rules in regards to it normally in place will be disregarded. If it is a sport of some kind, the sport will be played in the most violent and physical way possible. The competition or activity will not end until one party wins or is physically incapacitated.
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