Bid game or not.

Can the opposition make it difficult?

North has a choice 1♠ doesnt quite make rule of 20 (HCPs + length of 2 longest suits). = 19 (and a half for the 10).

Gererally be aggresive in position 3 and 1 which might suggest a weak 2♠ .

As Andrew Robinson says with 6/4 bid more (different context). It is also only a 6.5 loser hand (Losing trick count is a useful tool when evaluating a hand) so 1♠ allows partner to respond more accurately.

Over 1♠  East will bid 2♥ 

South has good support and the value of the hand has gone up because with partners opening bid, the 2 level bid on the right and your 9 HCPs the values of honours has gone up as there will not be a lot of high cards to your left.

So 3♠ or a 3♥ (a good HCP raise in ♠ s). With the 4333 shape probably 3♠  is the correct bid. Over a 3♥ (the stronger bid) North will probably convert to 4♠ as he has a 6.5 loser hand and partner is showing a limit raise of , additional 2♠ s, but will pass a 3♠ by South.

Over the 3♥  or 3♠  West will probably pass. Though over 3♥  by South West may double the artificial bid to show support for ♥ s and then over 3♠ s by North East may find the optimal bid of 4♥ 

Over a weak 2♠ by North will make it more difficult for East to bid 3♥ or to double (partner will normally bid 3♦  your shortage!) If East bids either they will find 4♣ or 4♥ 

Those who are brave with their bids will do well on this hand.