My name is Vitaly Andreev. I hold a Candidate of Biological Sciences degree and am an associate professor. At Hill’s Pet Nutrition, I held the position of Deputy Head of Veterinary Affairs.

Originally, the project was conceived as a follow-up tool to reinforce product knowledge among new Hill’s and distributor employees some time after in-person seminars or specialized online courses. However, once we saw how effective it was, we broadened the audience and developed more advanced content, creating questions at different difficulty levels for veterinary professionals to help them understand the distinctive features of therapeutic diets.

Later, we added questions for pet store staff, breeders, students, and other participants. This made it possible to learn about the wide range of products and their nutritional properties in an entertaining, engaging format.

Before this project, the only way to educate people about pet food was through in-person seminars and conference presentations. These formats did not allow us to reach large numbers of professionals across different channels.

The project ultimately reached more than 10,000 people across all target groups. Its most important result was better knowledge of Hill’s products. Understanding the ingredients and trusting the products’ quality made recommendations easier, helping increase both sales and the number of recommendations.

I remember that after presenting the game internationally, I came across an online quiz featuring my questions translated into English — and no one had even contacted me about it! In 2019, our project won Russia’s first YCMAD award for outstanding achievements at the company level.

Working with Evgenii and his team was a positive experience. All issues were resolved promptly, updates and changes were implemented within reasonable time frames, and the easy-to-use administration interface made it possible to manage processes and conduct analysis effectively.