The developers believe it is vital to achieving the proper balance between education and entertainment. Diana Pray, the senior producer of JumpStart titles, said "we give player enough story to make them feel like they are in a game", while offering reward-based incentives to encourage progress. While noting that the "dominant theory since the infancy of the genre has been to sugarcoat the academic drudgery and make learning child's play", "The Washington Post" reporter Don Oldenburg, the newspaper noted that JumpStart was more "overtly educational" than most, offering grade-specific, curriculum-oriented products, adding that Knowledge Adventure had "got the jump on the industry" by being the first mover in the summer of that year. In 2011, Knowledge Adventure President and CEO David Lord said that "JumpStart and Math Blaster have already helped millions of English speaking students and English Language learners discover that learning can be fun".