Hope Lab Games For Health Presentation

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

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.

About HopeLab
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

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

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

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 Interactive play Passive exposure Caudate Thalamus Hippocampus Caudate Thalamus Hippocampus

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

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
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

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

Ruckus Nation
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

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

Ruckus Nation
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

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

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

Lesson 5
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.

Hope Lab Games For Health Presentation

by HopeLab on May 13, 2008

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