In both cases they play explicitly toward an audience.

If you're playing well toward the end of the season that can carry over.

"We just started to play well toward the end of the year; I don't know what it was."

It means we get to keep playing toward our ultimate goal.

The following year, he signed with the Cardinals, but played less frequently toward the end of the season.

Stewart played a ball from 30 yards out toward Jones in the middle of the field.

"That's sort of the reaction, and it plays toward his advantage in the region."

By way of precaution, he produced his flashlight and played it toward the door.

That was, he played it toward the place where there should have been a door.

Baltimore was playing very well toward the end of the year.