Gamification and Behavioral Change

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http://www.mediapost.com/publications/article/160620/can-games-fix-american-healthcare.html

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Gamification and Behavioral Change

  1. 1. The impact ofgamification onhuman behavior
  2. 2. Non Compliancecompliance
  3. 3. For centuries, game makers have studied human behavior. And theirobservations have led to the invention of game mechanics—things likepoints, levels, challenges and leaderboards—in an effort to keep theirplayers playing.Healthcare marketing is no different. There are certain behaviors wewant people to continue, and others we want people to change:Exercise more. Smoke less. Eat better. Take your meds.Historically, marketers have tried to solve these problems with one-way communication. Gamification provides an alternative. It turnsthe mundane into an engaging experience.Shaun Quigley,Can Games Fix American Healthcare?MediaPost October 2011: http://www.mediapost.com/publications/article/160620/can-games-fix-american-healthcare.html
  4. 4. Game mechanics change behavior bysatisfying fundamental human desires Graphic: bunchball.com
  5. 5. Challenges = Achievement
  6. 6. Challenges = Achievement
  7. 7. Levels = Status
  8. 8. Motivations Ability Persuasive  Triggers Technology Behavior Change Satisfy Game  Gaming fundamental human Dynamics Trends  desires

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