Dov Jacobson is a pioneer in the field of game-based learning. In 2001, he exploited success as a creative director in the entertainment game industry to launch GamesThatWork. The studio develops digital games that help players acquire knowledge, develop skills and, most importantly, adopt new behaviors – in domains as diverse as Intelligence Analysis, Civic Leadership, Close Air Support, Market Segmentation and Toothbrushing. Government clients include the Air Force, Army, Navy, OSD, DARPA, IARPA, NSF and NIH. Jacobson writes and speaks at numerous conferences: GameTech, mHealth, I/ITSEC, Training, SALT, Online Learning, SIEGE. This is his fifth talk about game design at Serious Play. Previous topics were Crowdsourcing, Song as a Learning Vector, Constructive Failure and Hands-On Learning. In 2014 Jacobson was awarded the top award for game development by the Georgia Game Developers Association.