How do you get the attention of gamers in mainstream education?

Seems like the saying "If you can't beat them, join them" might just work.

Jim Brazell writes:

Serious games is a movement started in 2002 at the Woodrow Wilson Center for International Scholars in Washington, D.C. The movement is cross-appropriating video game technologies, techniques, structures and tools from the video game industry to other fields of human endeavor (outside of entertainment).

Here's more.