Research has shown that children can recall far better details of games they have played than most formal learning they receive. Using games as a way of learning works very effectively as they engage players in multiple different ways simultaneously.
As Kolb (1984) outlined in his theory of experiential learning, we all learn in multiple different ways (active learning, planning, theorising, reflection) and games are very good at engaging multiple learning capacities simultaneously. Marketeers know that we love receiving prizes, recognition, badges and rewards for doing (or not doing!) stuff. This trend for gamification has taken off and is now all around us!
The only way our game is different is that it’s a game NOT JUST gamified learning. By building on societies love of games, we aim to create even more intrinsic motivation for people to engage with the game than just the extrinsic motivation to collect rewards.