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Unniched ignite gamification_10252011


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  • 1. unNiched(micro): Scratch, Sniff and Learn“Toward the Storification and Gamification of Health” Michael Spitz, VP Engagement | Ignite Health October 25, 2011 New York, NY
  • 2. Overview• Scratch It! – “Gamification” relevance and definition• Sniff It! – “Health gamification” application and examples• Learn It! – Brainstorm and riff on health gamification• Imagine It! – Ideas about the future of health gamification
  • 3. Scratch It!
  • 4. Scratch It!• Why is “Gamification” relevant?  $10.5 billion in revenue in 2009, with latest stats suggesting double that  Average age is about 35, with genders split roughly equally  60% of all adults play several hours a week, averaging 10K hours before age 21 4
  • 5. Scratch It!• What exactly is “Gamification”?  Use of game design techniques and mechanics to connect and engage with audiences in an otherwise non-gaming environment  Transforms basic messaging and campaigning to encourage users to make decisions and participate in desired behavior 5
  • 6. Scratch It!• “Gamification” prerequisites  Emotionally connects with the user through compelling storytelling, incentives, and feedback  Enables continuous advancement, and fosters connectivity to user competitors/peers  Ultimately results in premeditated user behavioral modification 6
  • 7. Scratch It!• “Gamification” best practices  Effective gamification finds a balance between engaging game mechanics and creation of an experience designed to modify behavior  Too much emphasis on gaming aspect will engage users but compromise behavioral change  Too much emphasis on outcome will reduce engagement and ultimately also compromise behavioral change 7
  • 8. Sniff It!
  • 9. Sniff It!• What is “Gamification” for health?  Taking otherwise tedious, repetitive, boring, or even painful routines and transforming them into an engaging gaming experience  Revitalizes basic messaging and campaigning to encourage users to make decisions and participate in desired behavior for the betterment of their health and wellness 9
  • 10. Sniff It!• Some “Gamification” categories in health  Cognitive and emotional health  Participatory health  Active gaming and fitness (“exergaming”)  Rehabilitation games  Medical education, training, and simulation 10
  • 11. Sniff It!• Some “Gamification” examples in health • – Training simulations, pediatric pain managements • – Famscape and HorsePower Challenge social gaming • – Improve diet, fitness, and emotional health through social gaming • – Increase personal resilience through competitive play with friends • – “Metagame” teams to learn more about gaming and create own 11
  • 12. Sniff It!• Check out this demo of a gamified experience for Type 1 diabetics…
  • 13. Sniff It!• Let’s get “hands on” with some health gamification examples… “Ben’s Game” PC “Iron Invaders” iPad
  • 14. Learn It!
  • 15. Learn It!• Group brainstorm part 1  Are these true examples of the “gamification” of health? Which ones educate, and which ones actually change behaviors?  What qualities of the examples we’ve seen make for a particularly good gaming experience?  How might these examples be improved to heighten engagement while still facilitating behavioral change? 15
  • 16. Learn It!• Group brainstorm part 2  Let’s choose a hypothetical audience and imagine gamifying their reality  Do we start with the game mechanics or the intended behavioral change?  How do we find the right balance between engagement dynamics and behavioral modification? 16
  • 17. Learn It!• Group brainstorm part 3  What are some health areas where gamification would be applied?  Learning about treatment options  Managing side effects  Complying and adhering to a medication 17
  • 18. Imagine It!
  • 19. Imagine It!• Ideas about the future of health gamification… – Integration with #mhealth could create real time interactivity with biosensors – Near field communications (ultra-short wifi) could eliminate boundary between worlds – Evolution of privacy could open more doors to social gaming and sharing
  • 20. Thank You!Michael SpitzVP Engagement Ignite Health@SpitzStrategy