Learn about the people and research behind In-Game Learning.
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Founded in 2024 by Australian plain language practitioners and advocates Christopher Balmford and Cinzia Theobald, In-Game Learning was inspired by a simple but ambitious question: “How do you help everyone who writes at work to learn to write clearly and to realize they should?"
The answer came back: “Make it fun.”
Christopher, Cinzia, and their colleagues are motivated by the belief that plain language documents enable readers everywhere to make informed, confident decisions about their lives, their families, their work, their businesses, their health, their finances, their everything.
World-weary and observant, keeping the team in check with quiet authority.
Wise and helpful, the go-to expert for guidance and clarity.
Eager to impress, full of energy, but tends to rush through tasks.
Laid-back and a little lazy; the team loves his chill vibe, even if he sometimes does less work than expected.
Excitable and chaotic, juggling too much at once, which leaves her perpetually stressed.
Hesitant and change averse, needing a bit of convincing, especially when it comes to plain language.
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Animationhaus (Viral Media) is a videography company based in Sri Lanka. They have extensive experience in short-form video clips as well as long-form narrations, TV commercials and real-time documentaries. Their diligent team consists of creative directors, videographers, editors, and producers. They create the videos for our games and help us work out what our characters and sets look like.
FG Factory is a game studio registered in Australia, with most of the team based in Ukraine. FG Factory builds sophisticated games for any platform. They provide smart design, solid code, and effective visuals. The team plays games, works hard, and delivers to In-Game Learning on time and on budget.
Media Group is an Australian-based company. They have a diverse range of professional voice artists, from local favorites to international voices. Their actors help bring our scripts to life.
Tamil Rogeon is a Melbourne-based composer, violinist, and producer known for blending spiritual jazz with orchestral strings, Brazilian and Afro influences, and modern electronic textures. A founding member of the RAah Project, he has collaborated with the Melbourne Symphony Orchestra and Orchestra Victoria. Tamil has worked his magic composing our signature tune and other game sounds and effects.
Colborne Communications is a Canadian company that provides writing, editing and plain language advice. Since 1977 they have contributed their know-how to more than 3000 publications in almost every field imaginable, including games. Games the team worked on won three Toy Industry Association's "Game of the Year" awards in the US, and won similar awards in three other countries. Their writers, comedians, and editors came up with the characters and office workplace in which The Plain Game is set.
Research in serious games and narrative-driven training demonstrates that adults deepen reasoning and conceptual thinking when they learn in meaningful contexts. Adults think more deeply when learning environments demand responsibility and emotional investment, and have consequences.
Adults in In-Game Learning games adopt structured professional identities. They are placed inside a world governed by explicit rules, ethical expectations, and standards. Adults benefit from six key elements, which support meaningful conceptual development rather than passive rule recall.
01.
Motive
Clear purpose drives engagement
02.
Role
Professional identity matters
03.
Rules
Structure guides decisions
04.
Tools
Resources enable action
05.
Narrative
Story creates meaning
06.
Consequences
Outcomes shape thinking
These features support meaningful conceptual development rather than passive rule recall. These characters shape attention, emotion, reasoning, and ethical consideration. Players are never thinking alone.
Cat pressures for urgency
Shaping attention and decision-making
Owl prioritizes precision
Guiding reasoning and clarity
Koala represents care
Emphasizing empathy and people
What's next
Across the next 18 to 24 months, our learning experts and research team will be
investigating the effectiveness of our training model.
More details coming soon.