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The game’s up: sell! (4)


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'sell' is the definition.

I cannot understand how the rest of the clue works.

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(Other definitions for flog that I've seen before include "Hit - sell" , "Keep hitting" , "Beat with a whip or rod" , "Beat with whip or slangily sell" , "Scourge, whip" .)

I've seen this clue in The Times.
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