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Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes
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Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes

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Ross Fetterolf, Ignite

Ross Fetterolf, Ignite

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  • 1. 9.29.10 Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes Presented By:
  • 2. Presenter Details <ul><li>Eli Lilly has been a leader in the diabetes space for over 80 years </li></ul>Matt Caffrey Consumer Marketing Director Eli Lilly and Company Ross Fetterolf SVP, Strategy and Innovation Ignite Health <ul><li>Ignite Health has worked in the ePharma space for 10 years </li></ul>
  • 3. Plotting a Course: Inside the development process <ul><li>= Health Gaming Best Practice </li></ul>BP
  • 4. Project Objectives <ul><li>Provide a gaming experience for the Friends for Life Conference that delivers “edutainment” – 1-part education + 1-part fun </li></ul><ul><li>Create a gaming platform that can involve Mom in the experience in some way </li></ul><ul><li>Gaming concept should reinforce the theme of “getting back to life with T1” </li></ul><ul><li>Select a gaming concept that can be repurposed beyond the conference and featured within online properties </li></ul>BP
  • 5. Concept Presentation/Selection Hop on your board and make your way down the dreaded Diabetes Peak. Avoid the obstacles that get in your way and steer towards healthy choices – you’ll need to choose the right path to stay balanced. Happy Shreddin’!
  • 6. <ul><li>Diabetes Downhill Rules of Conduct:   </li></ul>Concept Presentation/Selection “ Shred your way through breakfast, lunch, and dinner on your way down the hill. You must make sure to ride over good food choices for each meal and keep your snowboarder’s blood sugar in a healthy range (miss a meal and your blood sugar will drop). Ride over a not-so-good food choice and your blood sugar will go up. Watch the meter on the right—don’t let your blood sugar get too high or too low! When they see a blood sugar checkpoint, your sugar will be calculated. Happy shreddin’ dudes!”
  • 7. Concept Presentation/Selection Start Finish Breakfast Lunch Dinner Blood Sugar Check Stations “ Trick” Questions <ul><li>Draft a premise, rules and course to help visualize the game play experience </li></ul>BP
  • 8. Design Review <ul><li>Two graphical styles presented: </li></ul><ul><li>Review design options early based on potential for significant impact on budget and timing </li></ul>BP 1 2 1 character Simple graphical style 2 characters Rich graphical style
  • 9. Game Play Elements <ul><li>Choosing the Characters: </li></ul><ul><li>Model a character after your client to score huge bonus points </li></ul>BP You can just call me “Matt”
  • 10. Game Play Elements <ul><li>Trick Question Content: </li></ul><ul><li>Draft content as early as possible for review process </li></ul>BP
  • 11. Game Play Elements <ul><li>Trick Question Content: </li></ul><ul><li>Always look for opportunities to reward educational success </li></ul>BP “ A1c Air” “ Carbo Carvin’” “ Fingerstick Fakie’” “ Glucose Grind’” “ Insulin Invert” “ Pump Jump’”
  • 12. Game Play Elements <ul><li>Healthy and “Not So Healthy” Foods </li></ul>
  • 13. Game Play Elements <ul><li>Align key game functionality with user population </li></ul>BP Blood Sugar Balance Meter Game Timer Positive Reinforcement Course Progression
  • 14. Game Play Elements <ul><li>Tracking scores and using leaderboards </li></ul><ul><li>Avoid privacy concerns by utilizing simple initials or gamer tags </li></ul>BP
  • 15. Shreddin’ into CCR: 4 steps for Med-Legal review success
  • 16. Step 1: Concept Review <ul><li>Concept review walks through key gaming details to ensure Med-Legal team is bought in before development </li></ul><ul><li>Project Objectives </li></ul><ul><li>Game Play Details </li></ul><ul><li>Creative Approach </li></ul><ul><li>Booth Experience </li></ul><ul><li>Proposed Timeline </li></ul>
  • 17. Step 2: Content Review <ul><li>Content review puts all game content in front of Med-Legal team early for approval </li></ul>
  • 18. Step 3: Game Play Session <ul><li>Invite all internal players (and extended team) to attend a game-play session and experience the game </li></ul><ul><li>Brand team </li></ul><ul><li>CCR team (medical, regulatory, legal) </li></ul><ul><li>Sr. management </li></ul>
  • 19. Step 4: Final Approval <ul><li>Provide final approval team with a PDF of all game content and a video of game play </li></ul><ul><li>Consider creation of game “trailer” to share internally and utilize for award submissions </li></ul>BP
  • 20. Shreddin’ in Orlando: From QA to feedback
  • 21. QA Contest <ul><li>Executed an internal contest to play/test the game with prizes for the highest score </li></ul><ul><li>Stress-test the game to ensure all bugs are worked out prior to on-site implementation </li></ul>BP
  • 22. Game Training <ul><li>Trained Diabetes Educators through immersive learning process </li></ul><ul><li>Create opportunities for partnership with conference attendees </li></ul>BP
  • 23. User Feedback <ul><li>Key feedback provided: </li></ul><ul><ul><li>Provide shortcut to leaderboard to view results </li></ul></ul><ul><ul><li>Consider creation of “age range” versions of game </li></ul></ul><ul><ul><li>Create version of the game to take home </li></ul></ul><ul><li>Create admin interface to update key game functionality on the fly </li></ul>BP
  • 24. Future Directions: Shreddin’s next run…
  • 25. Shreddin’ Diabetes Advanced <ul><li>2 level version of Shreddin’ Diabetes that adds complexity to game play </li></ul><ul><ul><li>Level 1: Training Run </li></ul></ul><ul><ul><ul><li>Utilizes existing game play </li></ul></ul></ul><ul><ul><li>Level 2: Half-Pipe </li></ul></ul><ul><ul><ul><li>Score big points on the half-pipe by getting air and answering trick questions with crowd support </li></ul></ul></ul><ul><li>Question amount is expanded and users must answer a certain number correct to have an “award winning run” </li></ul><ul><ul><li>Content will be updated to include pictures and video questions </li></ul></ul>
  • 26. Shreddin’ Diabetes Advanced Global <ul><li>Online version of Shreddin’ Diabetes advanced that is tailored to Global audience, including: </li></ul><ul><ul><li>Updates to question content </li></ul></ul><ul><ul><li>Regional food choices </li></ul></ul><ul><ul><li>Familiar background imagery and setting </li></ul></ul><ul><ul><li>Shreddin’ soundtrack </li></ul></ul>
  • 27. “ Shreddin’ Dayz” Roadshows <ul><li>Offline sponsorship approach where the existing Shreddin’ game format (w/ Wii attachment) is taken to local T1 care centers, Ped ENDO offices, summer camps for kids/parents to play </li></ul><ul><ul><li>Could hand out “Shreddin’ Gear” to those who play (hat, lift ticket holder, backpack) </li></ul></ul><ul><li>Reps could propose concept to practice and game-day could be run by DE’s and tech expert </li></ul>
  • 28. Q & A: Thank You! Want to continue the conversation? Ross Fetterolf: [email_address] 1-949-861-3234 @DigitalBulldog

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