François Boucher-Genesse started his career in the AAA video game industry as a game designer. After his first big release in 2008, he started academic studies to determine how to best use games’ potential as learning tools. The results were so promising that he cofounded Ululab, a company that creates games designed to change intuitions on hard-to-learn subjects. Creating truly enjoyable educational games has been his focus for 13 years now.