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 • http://www.breakawaygames.com/serious-games/solutions/healthcare/ – Training simulations, pediatric pain managements • http://www.humanagames.com/#/home/ – Famscape and HorsePower Challenge social gaming • http://healthmonth.com – Improve diet, fitness, and emotional health through social gaming • https://www.superbetter.us/ – Increase personal resilience through competitive play with friends • http://gameful.org/ – “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 http://www.sfwish.org/site/pp.asp?c=bdJLITMAE&b=81927
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