Airway Ex is a mobile game with an unusual premise.

The player’s task is to deliver the exact right amount of anesthesia to a patient in surgery. If it’s too low, the patient wakes up on the operating table (a bad story for the patient and surgeon). If it’s too high, the result is an increased heart rate and convulsive bouts of coughing (also very bad for patient and surgeon).

A free app, downloadable from Apple’s App Store and Google Play, Airway Ex – which boasts 35,000 registered users – functions as both a gaming and marketing platform that is targeted at anesthesiologists and emergency medicine physicians.

Level Ex, its creator, specializes in building experiences based around real medical issues. And pharma companies eager to expose physicians to new treatments and medical devices can pay to insert ads into existing games, or develop new play-based experiences.