The Learning Equilibrium

Pune-based The Gamification Company (TGC) has just launched a potential epic in the learning industry: a values-based gaming experience. At a time when organisations and digital learning companies are pushing for more online, digital consumption, TGC’s new offering is available in physical and digital board game formats, marking a departure from typical digital gaming trends.

Drawing on their extensive experience in corporate training programs, TGC has crafted this game to foster connection and communication, blending fun with meaningful self-reflection. Designed for diverse settings, including homes, schools, and workplaces, SeTU encourages players to explore personal values through engaging challenges. The game is not limited to physical play but also offers a digital version, allowing players to connect and compete across various platforms.

*Inspired by a desire to reintroduce core human values into everyday life, SeTU addresses the growing disconnect seen in modern society, where personal gain often takes precedence over connection. The game is built on mechanics similar to the ancient Indian game Mokshapath, known today as Snakes and Ladders, but with a modern twist that ties gameplay to values like empathy and collaboration. *

The following in-depth interview with TGC Founder and CEO, Rajib Chowdhury, provides more information on the product development, fund raising endeavours and impact on gamification. Accompanying images are provided by TGC.

Can you tell us about the new game you’ve just launched? What makes it unique compared to other games on the market?

SeTU – The Bridge of Values isn’t just another game; it’s a vibrant, fun-filled journey back to the heart of what truly matters—our values and how we show up in the world! What makes SeTU unique is how it turns learning into play. Imagine gathering with your friends, family, or colleagues and diving into challenges that bring out the best in everyone—whether it’s teamwork, kindness, or creativity.

What makes SeTU stand out? First, it’s not just for one setting. You can play it at home, in schools, with colleagues at work, or even at community events. It’s a beautifully designed coffee table game that doubles as a fantastic conversation starter. Plus, there’s a digital version, so you can challenge your friends online anytime, anywhere!

What really makes it exciting is that each move and challenge in the game teaches you something about yourself and others. It’s competitive, it’s reflective, and—most importantly—it’s a ton of fun! You’re not just winning points; you’re building connections and sparking meaningful discussions around values that are often overlooked. Whether you're laughing over a tough question or learning something new about your friends, SeTU makes the whole experience lively and unforgettable.

What inspired the creation of this game? Was there a specific problem or need in the gaming community that you were aiming to address?

The inspiration behind SeTU comes from a clear shift we’ve observed in today’s fast-paced, material-driven world. We’re seeing a growing focus on personal gain over human connection, and this is affecting how we interact in families, workplaces, and communities. People are moving further away from the core values that once bound us together.

SeTU was born out of a desire to change that. We wanted to create something that would spark self-reflection and help people reconnect with what really matters—values like empathy, respect, and collaboration. The need for this isn’t limited to just one group; it’s everywhere, from schools to corporate offices and even within communities.

Our goal was to provide a fun, engaging way for people to rediscover these values and apply them in their everyday lives. Whether it’s students learning about respect, teams at work learning to collaborate better, or families building stronger relationships, SeTU helps bridge that gap by encouraging meaningful conversations and shared experiences.

What kind of experience can players expect from this game? Are there any specific mechanics or gameplay elements that stand out?

It’s built on the mechanics of the ancient 13th-century Indian game Mokshapath, which you might know today as Snakes and Ladders. This timeless format brings a sense of nostalgia but with a modern, values-driven twist. What sets the gameplay apart is how each move isn’t just about luck—it’s about reflecting on how your behaviours impact your values, both positively and negatively. Each “ladder” in the game represents a behaviour that aligns with core values, helping you advance. Conversely, the “snakes” represent actions that may stray from these values, offering a reflective moment as you slide back.

As players rise in the game, they earn karma badges for their positive behaviours—symbolising personal growth and alignment with values like empathy, integrity, and collaboration. But when players slide back, they lose those karma badges, prompting a moment of deep reflection on the negative behaviours that caused the setback. This unique feature makes players deeply aware of both their conscious and subconscious actions, encouraging them to not just focus on winning, but on learning and evolving.

The most exciting part? It’s not just about how you see your values—it’s about understanding how others perceive them, too. This brings a whole new layer of interaction and empathy to the game. You’re not just playing for yourself; you’re learning to see things from different perspectives, sparking deeper conversations and connections with your fellow players.

Whether you’re climbing towards personal growth or reflecting on a slide back, SeTU ensures that every turn feels meaningful. It’s not just a race to the finish—it’s a journey of self-discovery, mindfulness, and fun.

Who is your target audience for this game, and how do you see them engaging with the product?

It is a game that can be enjoyed across all age groups, whether in homogeneous or diverse groups. It’s designed to be simple enough for children to play, yet deep enough for adults to reflect on and engage with. When played within families, for example, it can spark surprising and eye-opening moments. Children, who are often more straightforward in their observations, can offer fresh perspectives that adults, with their life experiences and rationalisations, might overlook. This makes the game not only fun but also a great tool for intergenerational learning and conversation.

We envision SeTU being played in homes, schools, corporate environments, and communities. In a family setting, it fosters communication and mutual understanding between parents and children. In schools, it encourages students to explore and reflect on their own values. In corporate setups, it serves as a team-building exercise, promoting empathy and collaboration while aligning with organisational values. Communities can use it to strengthen bonds and encourage positive behaviours within groups.

When played in a corporate setting, SeTU takes on a whole new dimension. It brings corporate values to life in a way that feels tangible and relevant to employees’ daily actions and decision-making. Instead of just reading about company values on a poster, employees actively experience how these values play out in real scenarios through the game.

As they progress through the game, players face challenges and situations that reflect real workplace dynamics, allowing them to see firsthand how their behaviours align—or don’t—with the organisation's values. It’s not just about playing to win; it’s about making decisions that reflect integrity, teamwork, innovation, or any other core value that the company upholds.

By engaging with SeTU, employees can reflect on how they embody the corporate values in their everyday roles, fostering a deeper connection to the company’s mission and culture. Ultimately, we see players engaging with SeTU not just as a game, but as a shared experience that encourages self-awareness and meaningful reflection, no matter the group dynamic.

Can you share any early feedback or reactions from those who have already tried the game?
You’re launching a crowdfunding campaign. Can you tell us why you decided to take this route and how it fits into your broader business strategy?

We decided to launch a crowdfunding campaign for SeTU because we believe in the power of community-driven growth. Crowdfunding allows us to directly engage with people who share our passion for creating a more values-driven world. It’s not just about raising funds; it’s about building a tribe of early supporters who believe in our mission and want to be part of something bigger.

This route also aligns perfectly with our broader business strategy. We see SeTU as more than just a product—it’s a movement toward bringing values back into everyday conversations. By crowdfunding, we’re able to create buzz and excitement around the game early on, while giving our supporters the opportunity to become part of our journey from the very start. It helps us validate the product in the market and build a strong, engaged community before going mainstream.

Additionally, crowdfunding allows us to remain flexible and adaptable, as we can gain real-time feedback from our backers. This helps us refine the product and tailor it to meet the needs of different audiences, whether they’re families, schools, or corporate teams. It’s a powerful way to connect directly with those who see the importance of what SeTU represents, and it helps us stay aligned with our core mission as we grow.

What specific milestones or goals are you hoping to achieve through crowdfunding?

Through our crowdfunding campaign we’ve set specific milestones and goals that will help us bring the game to a wider audience while building momentum for future growth. Here’s what we aim to achieve:

Production and Distribution: The primary goal is to fund the initial production run of the game, ensuring that we can manufacture high-quality physical board games and the digital version. We want to ensure smooth and timely distribution to all our early backers and supporters.
Expansion of Game Formats: We plan to use the funds to enhance the existing game with additional formats, such as a sustainably manufactured wooden board for the physical game and Phase 2, which will introduce 3D gameplay for the digital version. These expansions will allow us to create an even more immersive experience.
Global Outreach: One of our key goals is to use the crowdfunding platform to reach a global audience. By tapping into the international community of backers, we want to build awareness of SeTU beyond local markets, positioning it as a global game that resonates across different cultures and sectors.
Community Building: Another major milestone is to grow a community of early adopters who believe in the mission of SeTU. These backers will play a crucial role in spreading the word about the game and building excitement for future launches, including new versions and expansions.
Feedback and Refinement: The campaign will also allow us to gather valuable feedback from our backers. We see this as an opportunity to refine the game based on real-world input, making sure it resonates with our diverse audiences—whether they’re families, schools, or corporate teams.
Brand and Awareness Building: Lastly, this campaign is a platform to create buzz and awareness about SeTU and our broader mission to bring values-driven engagement into people’s lives. We’re not just looking to fund the game; we want to establish a strong foundation for future product launches, collaborations, and partnerships.
How do you plan to engage and reward your backers throughout the crowdfunding process?

Throughout the crowdfunding process, we plan to engage and reward our backers through exclusive perks and immersive experiences. Backers will get early access to both the physical and digital versions of SeTU – The Bridge of Values, as well as limited-edition versions of the game, featuring personalised tokens and custom artwork. They’ll be part of the journey with regular behind-the-scenes updates, where we’ll share insights into the game’s development and give them the chance to vote on key game elements.

We’re also introducing special pledge category badges like Empathy Sage, Integrity Mage, Values Seer, Transformation Wizard, and Commerce Conjurer to recognize different levels of support. Backers who reach a specific pledge level will become Value Ambassadors and receive exclusive access to the Global Values Conference, which we’re organising in May 2025. This event will connect our top supporters with global thought leaders in values-driven living, providing a unique opportunity to be part of this movement.

In addition, we’ll host live interactive events, Q&A sessions, and unlock special stretch goals, such as bonus content and game enhancements, to make the campaign even more engaging. Our approach ensures that backers feel deeply connected to SeTU, while being rewarded for their contributions with meaningful, one-of-a-kind experiences.

What’s your long-term vision for the company and this game product? How do you see it evolving post-launch and post-crowdfunding?

Our long-term vision for *SeTU *and the company is to create a global movement that brings values-driven engagement into everyday life, not just through games, but through a variety of interactive experiences that foster deeper connections and reflection. We see SeTU evolving beyond a single game product into a platform that can be adapted for different audiences—families, schools, corporate teams, and communities—each with tailored content and experiences that align with their unique needs.

Post-launch and post-crowdfunding, we aim to expand SeTU by introducing new game formats, such as a sustainably manufactured wooden version, and launching the 3D digital gameplay experience. Phase 3 of our vision involves developing a VR/MR-based immersive experience that will allow players to engage in values exploration in an even more interactive and lifelike way.

Beyond the product itself, we’re focused on scaling SeTU internationally, positioning it as a key tool for schools to teach values, for corporations to align teams with company culture, and for communities to foster empathy and collaboration. We also plan to use the Global Values Conference, set for May 2025, as a platform to build a strong global network of value ambassadors who will continue spreading the importance of living aligned with core values.

How do you think this game fits into the broader trend of gamification, and what impact do you hope it will have in that space?

*SeTU *fits into the broader trend of gamification by addressing a deeper layer of human behaviour—our core values and how they influence our actions and relationships. In today's fast-paced world, going back to our roots and exploring our fundamental values can be challenging. This process often triggers limbic responses like rejection, resistance, and rationalisation. These emotional responses can create barriers to personal growth and self-reflection.

However, through the neuroscience of play, SeTU effectively suppresses these limbic reactions by making the exploration of values a fun, interactive experience. The playful nature of the game helps lower defenses, allowing players to engage in self-reflection and values alignment without feeling threatened or resistant. Play creates a safe space where individuals can explore their behaviors and values without the usual judgment or pressure.

Additionally, the game integrates the principles of Self-Determination Theory (SDT)—autonomy, competence, and relatedness. By engaging players in challenges that allow them to make meaningful choices (autonomy), master tasks (competence), and connect with others through shared experiences (relatedness), SeTU ignites these intrinsic motivators. This makes the gameplay not only enjoyable but also deeply rewarding on a psychological level, driving meaningful engagement.

In the gamification space, we hope SeTU will pioneer a shift towards games that focus on personal growth and values alignment. By blending neuroscience with game mechanics, we’re creating a tool that helps players reflect, learn, and grow in a safe and enjoyable environment. This approach has the potential to reshape how gamification is used, especially in education and corporate settings, moving beyond traditional goals like productivity and skill-building to foster more thoughtful, values-driven individuals and communities.