My name is Vitaly Andreev. I hold a PhD in biology, and I’m an associate professor. At Hill's Pet Nutrition, I was Deputy Head of the Veterinary Channel.

We originally designed the project as a kind of follow-up to reinforce product knowledge among new Hill's and distributor employees some time after in-person seminars or special online courses. But once we saw how well it worked, we expanded its reach and went deeper, adding questions of varying difficulty for veterinary professionals to highlight what sets therapeutic diets apart. Later, the project added questions for pet store staff, breeders, students, and others. It made it fun to learn the full range of foods and their nutritional profiles.

Before this project, the only way to talk about our foods was through in-person seminars and conference talks, which made it impossible to reach specialists at scale across different channels.

In total, we reached more than 10,000 people across all groups. The main result was deeper knowledge of Hill's products. Understanding the ingredients and trusting the quality made recommendations easier, which led to higher sales and more recommendations.

I remember that after we presented the game internationally, I came across an online quiz with my own questions translated into English — and nobody had even asked me! In 2019, our project won the first YCMAD award in Russia for outstanding achievement at the company level.

Working with Evgeni and his team was easy: every question was handled quickly, updates and changes shipped on reasonable timelines, and the admin panel was easy to navigate, so we could manage processes and run analysis efficiently.