I'm really interested in this as a potential trend/opportunity.
We're seeing more and more comments around "productive gaming" from Jane McGonigle. Now I'm starting to see it more and more in a branded space. Sure, we've done promotional games before (Tron, Pizza Hero, etc) - but this has a very distinctive 1:1 ratio of time you spent with the brand:rewards for that time.
It's interesting too because it's a toy brand in a space that's not for kids - they're really strongly targeting mom's here - and to some strong success: 150K active users apparently.