Otago found out in a brutal and sorry way on Saturday night that the game is for a whole 80 minutes.
The side played a good 50 minutes to start with and its last quarter of an hour was not bad.
But a 15 minute period in the second half ultimately cost it the game against Hawkes Bay at Forsyth Barr Stadium, as it went down 39 22 after trailing 10 5 at the break.
The home side was right in the game, trailing just 10 8, 10 minutes into the second half.
But it dropped a kick off, Hawkes Bay took the ball and the Magpies proceeded to score four tries in the next 12 minutes, rattling on 22 points.
That was game over for Otago although it came back to score a couple of tries near the end.
First five eighth Fletcher Smith said the lapse in concentration had a major impact.
''It was just 15 minutes or so where we just switched off and in the end that was the difference. It was just execution,'' he said.
''Whether it was just a poor clean out, a loose pass and that was it. They had a couple of good pilferers who we gave too much time over the ball and they made the most of it.
''We played some good rugby at times but they made the most of the opportunities.''
Otago had played well in the first half, scored a nice try and soaked up the pressure put upon it by a rugged Hawkes Bay forward pack.
''Going into halftime we were pretty confident. We were driving them back and they were playing off their 10 a little bit. But the opportunities came to them in the second half and that killed us.''
Otago's five pointer in the first half came after 20 minutes. Winger Tony Ensor linked with centre Matt Faddes from a Hawkes Bay kick and Faddes created space for winger Jack Wilson, who then in passed to Ensor, who went over.
Hawkes Bay scored a try from a lineout when Otago did not engage and it was close at halftime.
But just after the 50 minute mark, the floodgates opened.
All Black fullback Israel Dagg helped himself to three tries in that time, though none was through any outrageous piece of skill by the former Highlander.
The try that really broke Otago's back was when Hawkes Bay skipper Brendon O'Connor robbed the ball off Jack Wilson - in a somewhat contentious manner - and first five eighth Ihaia West ran 70m to score.
Otago came back near the end, with a try to replacement back Michael Collins.
Energetic lock Josh Dickson added a try with a minute to go, getting some reward for a fine individual performance.
Others to impress for Otago were Faddes, marking Highlander Richard Buckman, and replacement forwards Charlie O'Connell and Aki Seiuli.
Otago v Hawkes Bay
The scores
Hawkes Bay 39
Israel Dagg 3, Michael Allardice, Richard Buckman, Ihaia West tries; West 2 con, pen, Dagg con
Otago 22
Tony Ensor, Michael Collins, Josh Dickson tries; Fletcher Smith 2 con, pen
Halftime: 10-5
Hawkes Bay Crowd: 3500
