Reverse: Beginning Persuasion

Ian Bogost's Persausive Games book, named after his company, analyzes the ability of games to affect people; much in the way art does. The writing confuses me. Is he talking about the code and the way the computer processes it, or something else, like how that is delivered to the player in the end (i.e., the render of a house). Maybe both. The teacher has described procedural rhetoric, a term of Bogost's, as 'software studies'. If this is the case, then Bogost is indeed focused on the code and the way it is handled, not expressed.