"Playing for keeps" generally means doing something seriously, rather than just for fun or temporarily. Picture it like this: imagine a game of marbles where players start with the same number of marbles. In a casual game, every marble you lose is returned at the end of the game. But in a 'for keeps' game, what you lose, you lose for good. This phrase taps into that concept, reflecting a situation where stakes are high, permanent decisions are being made and someone is fully committed, whatever the outcome may be. It's not just playing around, it's playing to win, and not without risks.
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