Jul 15, 2013

The “gamification” of product knowledge

Tony Treadway

I recently met a genius in the field of bringing branded smartphone games to the public. He told me that since his father bought the family’s very first laptop he has been inspired by computer programming. That naturally led to a lifelong love of video games. He now runs a company that concepts, pitches and manages online games used to promote music groups.

As we discussed what Creative Energy is doing in the field of online interactive training for a client he instantly picked up on games as a training and product knowledge component targeting employees and the public. From Angry Birds to Farmville Americans have embraced mobile gaming and the next step is to have users actually learn something worthwhile while they have fun (I hope that he isn’t thinking of the old Operation game as a new way to train surgeons). He says that the fastest growing demographic of online gaming is 40-year old females. Futzing with your smartphone is not just for teens anymore.

I get it. From TV commercials to boring training videos, it is what communications philosopher Marshall McLuhan called a “cold medium”, meaning that the user is only using his/her receiving antenna for logging the information into their memory. Gaming involves the interaction of the mind to receive the information and respond to it almost instantly which fosters long-term learning. Guess we need to get our game on with other projects to make a client’s brand more memorable.

Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.