Baltimore, Maryland Games for Health First It Must Be Fun … And Other Key Learnings An Update on the Work of HopeLab Ellen LaPointe, Vice President, Strategic Partnerships HopeLab, Redwood City, Calif., USA

Lead with fun, and health will follow! Lesson 1

About HopeLab Non-profit founded in 2001 Pam Omidyar: background in immunology and biology, founder and Board Chair Pam’s Founding Vision : use “fun” and power of videogames as incentives for teens to “blast” cancer, manage side-effects

Non-profit founded in 2001

Pam Omidyar: background in immunology and biology, founder and Board Chair

Pam’s Founding Vision : use “fun” and power of videogames as incentives for teens to “blast” cancer, manage side-effects

About HopeLab Our Mission Combine rigorous research with innovative solutions to improve the health and quality of life of young people with chronic illness Chronic illness: cancer obesity sickle cell disease depression autism LEAD WITH FUN, AND HEALTH WILL FOLLOW.

Our Mission Combine rigorous research with innovative solutions to improve the health and quality of life of young people with chronic illness

Chronic illness:

cancer

obesity

sickle cell disease

depression

autism

About HopeLab Our Values Continual learning Broad impact Respect Courageous experimentation Customer engagement Joyfulness Compassionate efforts based on scientific evidence

Our Values

Continual learning

Broad impact

Respect

Courageous experimentation

Customer engagement

Joyfulness

Compassionate efforts based on scientific evidence

Lesson 2 Research Innovation Customer Input = Great Results

Re-Mission 7 cancers Power Lies Within Roxxi the nanobot battles cancer in the bodies of teens 20 levels 19 patients

7 cancers

20 levels

19 patients

Re-Mission Works Cancer Knowledge Baseline Follow-up Intervention-targeted knowledge (% correct) Control Re-Mission 55 60 65 70 Self-Efficacy Cancer-specific self-efficacy (1-7 scale) 5.6 5.8 6.0 6.2 Baseline Follow-up Control Re-Mission p = .034 p = .027 0 10 20 30 40 Total MEMS Cap Events Control Antibiotics p = .008 Plasma 6MP (log10) Control Re-Mission Chemotherapy: Oral 6MP p = .002 3.2 3.4 3.6 3.8 Baseline Follow-up In press, Pediatrics Re-Mission Outcomes Study RCT 34 hospitals, 374 AYA with cancer

Re-Mission Works

Knowledge and learning are only part of the story Lesson 3

Re-Mission Works – But How? Treatment adherence ?

Knowledge Treatment adherence Re-Mission Works – But How?

Knowledge Treatment adherence Emotion/ Motivation Re-Mission Attitudes Study Jennifer Aaker, Ph.D., Stanford University Re-Mission Works – But How?

Identifying Mechanisms of Action Friday, 2:30 p.m. – Plenary Room Effects of Narrative, Nurturing & Game Play in an Action-Adventure Health Game Debra Lieberman, Ph.D. Randomized study of 488 young adults Five versions of Re-Mission Evaluated impact on cancer knowledge, attitudes and emotions

Friday, 2:30 p.m. – Plenary Room

Effects of Narrative,

Nurturing & Game Play in an

Action-Adventure Health Game

Debra Lieberman, Ph.D.

Randomized study of 488 young adults

Five versions of Re-Mission

Evaluated impact on cancer knowledge, attitudes and emotions

Identifying Mechanisms of Action How does videogame play influence real-life behavior? ? Re-Mission Attitudes Study in the Brain Brian Knutson, Ph.D., Stanford University

How does videogame play influence real-life behavior?

Identifying Mechanisms of Action Emotion SNS Intentions Attitudes Knowledge Scan ~60 Stanford students pre-play post-play 1 month 10 min Rest Rest Rest Rest Rest Rest Rest Rest

Identifying Mechanisms of Action

Identifying Mechanisms of Action Interactive play Passive exposure Caudate Thalamus Hippocampus Caudate Thalamus Hippocampus

Identifying Mechanisms of Action Early Results Interactive play = wide impact on the brain “ Learning” only part of what’s going on Re-Mission impacts emotion, motivation, planning & problem-solving What’s Next? Links from game-brain to real-life behavior Results inform “Re-Mission 2” Re-Mission Attitudes Study in the Brain Brian Knutson, Ph.D., Stanford University

Early Results

Interactive play = wide impact on the brain

“ Learning” only part of what’s going on

Re-Mission impacts emotion, motivation, planning & problem-solving

What’s Next?

Links from game-brain to real-life behavior

Results inform “Re-Mission 2”

Lesson 4 Tap into the wisdom of crowds

Extending the Model “ What’s the point of exercising if you don’t have any fun?” - Joe, 11

Extending the Model Ruckus Nation A competition to find product ideas to increase physical activity in 11 – 14 year-old kids Cosponsored by the Pioneer Portfolio of the

Ruckus Nation

A competition to find product ideas to

increase physical activity in

11 – 14 year-old kids

Ruckus Nation Customer engagement Contestants 6 – 82 years of age 429 ideas submitted 37 countries 41 U.S. states 56 Semifinalists 10 Category Winners 1 Grand Prize Honorable Mention 1 Grand Prize Winner

Customer engagement

Contestants 6 – 82 years of age

429 ideas submitted

37 countries

41 U.S. states

56 Semifinalists

10 Category Winners

1 Grand Prize Honorable Mention

1 Grand Prize Winner

Ruckus Nation Key demographics – teams By category 11.2% 8.4% 35.7% 44.8% * Middle School/Jr. High Other College/University High School * 14.1% of Other category teams had members age 18 or younger

Key demographics – teams

By category

Ruckus Nation Key demographics – contestants Geographic distribution 73.6% of contestants reside within the U.S. 26.4% of contestants reside outside the U.S. 29.9% 25.4% 22.9% 21.8% West Midwest South Northeast

Key demographics – contestants

Geographic distribution

73.6% of contestants reside within the U.S.

26.4% of contestants reside outside the U.S.

Ruckus Nation Key demographics – teams Geographic distribution 41 U.S. States

Key demographics – teams

Geographic distribution

41 U.S. States

Ruckus Nation Judging Criteria Appeals to kids/Fun! Gets kids moving Keeps kids moving Originality Gives kids control

Judging Criteria

Appeals to kids/Fun!

Gets kids moving

Keeps kids moving

Originality

Gives kids control

Ruckus Nation Dynamic Drums Go! Watch Videogame + floor-mat drums, movement = music Wristwatch + pedometer = rewards for movement

Ruckus Nation Winners Ionic Motion Txt It! Videogame + cell-phone keypad floor mat = text with your toes Videogame + motion sensors = virtual dance-off

Ruckus Nation Scoot MoovDisk Tag + LED lights + online network = classic game, high-tech twists Disco ball + musical chairs = dance party or party game

Ruckus Nation Winners Rhythm Rope iBlob Grand Prize Honorable Mention Jump rope + lights + music = new take on old favorite Fun-to-squish object + lights + music = lots of moving around

Ruckus Nation Winners Dancing Craze Honeycomb Grand Prize Winner Virtual character + motion sensors = personalized online dance videos Floor mat + heart-rate monitor = action-packed puzzle game

Ruckus Nation Lessons Learned Customer engagement improves results Engage outside sources for additional expertise Fail early and often – iterate! Competitions build community Partnerships extend impact

Lessons Learned

Customer engagement improves results

Engage outside sources for additional expertise

Fail early and often – iterate!

Competitions build community

Partnerships extend impact

Ruckus Nation What are we going to do with these great ideas?

What are we going to do

with these great ideas?

Ruckus Nation Idea Distillation Ruckus Nation ideas will be: Evaluated Validated Evolved Our objectives are to: Increase chances for success in trial testing Increase likelihood for meaningful impact at product launch

Idea Distillation

Ruckus Nation ideas will be:

Evaluated

Validated

Evolved

Our objectives are to:

Increase chances for success in trial testing

Increase likelihood for meaningful impact at product launch

Ruckus Nation Our Process Gather additional “human factors” insights Align on what matters Select and enhance top contenders Rapidly bring refined ideas to life Get feedback from real experts: kids themselves Develop concept prioritization and product development road map

Our Process

Gather additional “human factors” insights

Align on what matters

Select and enhance top contenders

Rapidly bring refined ideas to life

Get feedback from real experts: kids themselves

Develop concept prioritization and product development road map

Ruckus Nation IMPACT FEASIBILITY DESIRABILITY Bulls-eye!

Where Are We Going? Ruckus Nation We are here! 2007 2008 2009 2010 2011 Targeting Research * Product Development Impact Study Distribution Idea Distillation & Prototype Development Pilot Selection Trial Selection Study * = could take 6 – 18 mos. ~200 middle school kids Conditions: 2 - 3 prototypes + control Outcome: physical activity ~600 middle school kids Conditions: 1 - 2 full products + control Outcomes: - activity - duration - biomarkers Development of 2 - 3 prototypes for use in Selection Study Development of 1 - 2 finished products for use in Impact Study Idea Competition Q2 Q3 Q4 Q2 Q3 Q4 Q2 Q3 Q4 Q2 Q3 Q4

Ruckus Nation Biomarkers Under Consideration Complete metabolic panel Insulin Glycosylated hemoglobin Glucose Lipid panel High-sensitivity C-reactive protein Interleukin-6

Biomarkers Under Consideration

Complete metabolic panel

Insulin

Glycosylated hemoglobin

Glucose

Lipid panel

High-sensitivity C-reactive protein

Interleukin-6

Lesson 5 The path to impact is through fun and innovation Informed by customers , backed by evidence-based claims, highly iterative

The path to impact is

through fun and innovation

Informed by customers , backed by evidence-based claims, highly iterative

Q&A LEAD WITH FUN, AND HEALTH WILL FOLLOW.