TRACK 6(1) | DAY 2 - 3 OCT 2017 Pieter Van Gorp, CTO of GameBus / Eindhoven University of Technology (NL) Games for Health Europe 2017

1. Pieter Van Gorp
@pvgorp
Unified Health Gamification:
A GameBus Success Story from Flanders

2. Context: Outcome Effects of UHG already published
Shahrestani, A., Van Gorp, P.M.E., Le Blanc, P.M., Greidanus, F., de Groot, K. &
Leermakers, J. (2017). Unified Health Gamification can significantly improve
well-being in corporate environments. 2017 39th Annual International
Conference of the IEEE Engineering in Medicine and Biology Society (EMBC),
11-15 July 2017, Jeju Island, South Korea (pp. 4507-4511).
… but larger scale uptake and longer term behavior was not yet demonstrated
https://www.tue.nl/publicatie/ep/p/d/ep-uid/2783f4c9-95c3-4276-96c6-97bec27cff88/

3. Presentation Overview
 Limitations of Traditional Gamification
 Mission of the GameBus Team
 Design of a large scale GameBus campaign
 Campaign Results
 Ongoing and Future Work
 Conclusions

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Traditional Health Gamification

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Towards Unified Health Gamification (UHG)

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Mission
To let you perform the healthy activities
that benefit you personally
while having fun with whom you care about
Background Image: Decathlon Coach

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Data Flow in Unified Health Gamification

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Our Arms: Connected Health Data Sources (WHO based)
Physical Activities:
• Running, Biking
• Walking, Location Visits
• Comply to Diet
• Measuring BP, …
Cognitive Activities :
• Red Cherry picking
• Memory
• Sudoku variants
• Mood Logging
Social Activities :
• Visiting Relatives
• Citizen Feedback
• Selfies
• Charity Donations
• Social Media Posts
Available properties
Duration
Distance
Avg Heartrate
…
Available properties
Time to Solve
Errors made
Mood score
…
Available properties
Location
Duration
Amount Pledged
Primary HashTag of Post
…
Note: Other games can be connected via the GameBus Open API

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Experiments w.r.t. UHG in Various Settings (esp. corp.)
UHG
Size of Teams
Number of Rules
Registration Effort
Communication Strategy
Challenge Duration
Degree of Personalization
…
Health Outcome Effects (SF36, …)
Work-related parameters (SDT, DICS, …)
Perceived Fun & Fairness

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“Beweeg & Scoor”: Context & Design (late 2016)
Primary Focus
- Those who are not yet super-fit
- Long term target: assess readiness for a muncipality-wide, citizen-oriented campaign
Context
- Population quite diverse w.r.t. socio-economic status
- No investment in wearables (theoretical target audience of 600+ employees)
- BYOD outside of scope
- Alignment to biking to work, bootcamps, Yoga sessions, …
Design Principles
- Leverage top-down support, work under identity of the client,
- Demonstrate Trust,
- Start as simple as possible,
- Add automatic tracking over time
More than just an app…

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“Beweeg & Scoor”: not just an App!
Professional Campaign Services:
Kick-Off day
Flyers and Videos
Participation to yearly sports day, bootcamp sessions, …
Interaction with Ambassadors
Orchestrating various colleagues across municipality
Suggesting Monthly Improvements

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But here is the basic App configuration anyhow…

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Variations on App configuration
Revisions (May – …)
Preserved
Sports Day special
Preserved’

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Variations on App configuration
Revisions (July – …)
New: ”Handsfree”

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“Beweeg & Scoor” 2017: Results…
First Month (April)
• 130+ signups after kick-off day in April (out of theoretical max. of 600+)
• 55 participants reaching eligibility criteria for a reward
• 18 participants scoring beyond the double of the expected score
• 7 participants scoring beyond four times the expected score
Second Month (May)
• 124 teams still collecting points (individuals + buddy teams)
• 28 individual participants reaching eligibility criteria for a reward
• 12 participants scoring beyond the double of the expected score
• 1 participant scoring beyond four times the expected score (not the previous top-performer!)
Third Month (June)
• 128 teams still collecting points (individuals + buddy teams)
• 28 teams reaching eligibility criteria for a reward (23 individuals + 5 buddy teams)
• 10 teams scoring beyond the double of the expected score (9 individuals + 1 buddy teams)
• 1 participant scoring beyond four times the expected score (the April top performer)

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“Beweeg & Scoor” 2017: Results…
Fourth Month (July)
• 128 teams still collecting points (individuals + buddy teams)
• 35 teams reaching eligibility criteria for a reward (28 individuals + 7 buddy teams) (increase each!)
• 13 teams scoring beyond the double of the expected score (10 individuals + 3 buddy teams) (increase each!)
• 3 participants scoring beyond four times the expected score (increase!)
Fifth Month (August)
• 119 teams still collecting points (individuals + buddy teams)
• 24 teams reaching eligibility criteria for a reward (17 individuals + 7 buddy teams)
• 10 teams scoring beyond the double of the expected score (8 individuals + 2 buddy teams)
• 3 participants scoring beyond four times the expected score (with one new kid on the block!)
Sixth Month (September)
• 99 participants still collecting points (individuals, buddies were dropped experimentally )
• 14 participants reaching eligibility criteria for a reward
• 8 participants scoring beyond the double of the expected score
• 1 participant scoring beyond four times the expected score (promo video champion)

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Beweeg & Scoor: # scores/month
april may june july august september
9 8 13 30 24 24
3 4 10 14 13 15
12 0 0 0 0 0
37 15 13 52 44 35
51 25 43 23 11 26
23 3 1 13 7 9
20 5 3 17 20 3
47 15 18 18 11 31
20 29 20 30 1 1
37 19 8 6 14 4
50 39 27 27 18 16
2 2 1 0 0 0
22 5 1 1 1 1
50 48 34 45 27 1
44 33 26 27 23 23
22 6 19 32 51 28
20 22 23 13 14 7
28 23 15 7 13 17
40 25 1 1 1 1
15 14 9 16 11 7
26 31 7 0 0 0
23 10 10 4 11 7
13 20 12 7 5 2
43 13 0 0 0 0
22 18 7 2 1 1
24 23 2 0 0 0
44 2 0 0 0 0
23 21 1 0 0 0
14 13 7 2 4 3
23 10 3 0 0 0
15 2 4 9 5 4
11 10 10 1 1 1
14 12 4 1 1 1
16 11 5 0 0 0
15 7 6 1 1 1
17 9 3 0 0 0
16 11 0 0 0 0
8 7 3 7 1 2
20 2 1 1 1 1
17 1 1 1 1 1
4 13 1 1 1 1
13 7 0 0 0 0
16 1 1 1 1 1
9 4 1 2 1 1
8 6 1 1 1 1
8 4 1 1 1 1
13 2 0 0 0 0
11 1 1 1 1 1
10 3 0 0 0 0
9 1 1 1 1 1
9 1 1 1 1 1
10 2 0 0 0 0
11 1 0 0 0 0
5 3 1 1 1 1
8 3 0 0 0 0
7 1 1 1 1 1
7 1 1 1 1 1
3 4 1 1 1 1
6 1 1 1 1 1
6 1 1 1 1 1
7 0 1 1 1 1
7 0 1 1 1 1
9 1 0 0 0 0
5 1 1 1 1 1
5 1 1 1 1 1
7 1 1 0 0 0
4 1 1 1 1 1
4 1 1 1 1 1
4 1 1 1 1 1
5 0 1 1 1 1
7 1 0 0 0 0
3 1 1 1 1 1
3 1 1 1 1 1
3 1 1 1 1 1
4 0 1 1 1 1
2 1 1 1 1 3
2 1 1 1 1 1
3 0 1 1 1 1
5 1 0 0 0 0
2 2 1 0 0 0
2 0 1 1 1 1
2 0 1 1 1 1
4 1 0 0 0 0
4 1 0 0 0 0
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 3 0 0 0 0
4 0 0 0 0 0
1 0 1 1 1 1
1 0 1 1 1 1
1 0 1 1 1 1
1 0 1 1 1 1
1 0 1 1 1 1
1 0 1 1 1 1
1 0 1 1 1 1
1 1 1 1 0 0
2 0 1 0 0 0
2 1 0 0 0 0
1 1 1 0 0 0
2 0 0 0 0 0
1 1 0 0 0 0
1 0 1 0 0 0
1 0 1 0 0 0
+
standalone

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“Beweeg & Scoor” 2017: Plan for Finale…
Seventh Month (October)
Hands Free Teams of 4-10 w/ leader
http://bit.ly/MovesMol17

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Exploring Further
 For fellow academics:
Shahrestani, A., Van Gorp, P.M.E., Le Blanc, P.M., Greidanus, F., de Groot, K. & Leermakers, J. (2017). Unified
health gamification can significantly improve well-being in corporate environments. 2017 39th Annual
International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC), 11-15 July 2017, Jeju
Island, South Korea (pp. 4507-4511).
 For joining our replication and up-scaling efforts
info@gamebus.eu
https://www.tue.nl/publicatie/ep/p/d/ep-uid/2783f4c9-95c3-4276-96c6-97bec27cff88/

21. eitdigital.eu
GameBus: Social
& Personalized
• Experimenting with social health games
• Many design parameters (new research discipline)!
• 7-month campaign: ca. 1/5 joined and then >75% remained involved
• Communicating evolving rules is challenging (but favors simple start)
Conclusions