I found a few short posts ( Tom Grant of Forrester , Howard Sewell of Spear Marketing  and The Crocodile )  and a good video  on the subject.  I felt as if they had broken the silence on this marketing approach in B2B until I took a look around the web.  Turns out games have been used in B2B several (many?) times, Must be some serious B2B buyers among those playing games.  I’m sold.