Over the last little while, I've heard too that educational planners are looking to draw on the different way that gamers build understanding and acquire skills to add to the more traditional classroom-type learning in our schools.
This raises some important questions for brands. How will the new learners make sense of what we have to offer? What are the building blocks of meaning in this new world?
Whilst I believe that our audiences are unlikely to completely abandon the ways in which they learn about their world for the new game-led intelligence, it's clear that brand story will have to adapt to the new click-and-go thinking that is challenging the more traditional stick-and-ball learning that we did as youngsters.
Hold on to your thinking-caps! We're in for quite a ride.