We all start learning through play, and 100 million hardcore video gamers have never stopped. While absorbed in their games, they’re also learning continuously, developing new skills in data analysis, teaming, strategising, and leadership, among other things. Without even realising, these new skills that can also help them in the job market. So why don’t they mention it on their CVs? And why aren’t all employers looking for these people? Part of the answer is, traditional research techniques and dominant ways of thinking tend to obscure rather than reveal these realities. Social listening helps solve the problem.