Douglas Goldstein, eFuturist, presentation at mHealthcon 2011 on the "power of fun" in wireless health

1. Engagement through Gaming & Gamification
© All Rights Reserved

2. Let’s Explore…
Context & Story = _______________
Gaming & Gamification
What…Who…Why
Health eGames Examples
Digital Engagement 4 Wellness
Mobile…Gaming…Gamification…Social Media
Supporting Evidence
Discussion
Note: This handout provides highlights of the upcoming talk on November 3
2
© All Rights Reserved

3. Context…
3
© All Rights Reserved

4. Context… Our Silos
it’s really about…
4
© All Rights Reserved

5. Story - Sweating with Video Games
Wii What???
My Kids Sweating over Video Games!!! 5
© All Rights Reserved

6. Story - 20/20 Vision for 2020
6
Source: Medical Informatics 20/20: Quality & EHRs through Collaboration, Open Solutions and Innovation,
Douglas Goldstein & Peter Groen, Jones & Bartlett Publishers, 2007
© All Rights Reserved

7. Gaming & Gamification
Go to where people are at…
7
© All Rights Reserved

8. Leaders Using Games to Connect with Customers
8
© All Rights Reserved

9. Gaming Definition
A video game is an immersive experience involving
interaction and feedback through electronic
devices , video screens and human direction and
decision making
Elements:
 World
 Storyline
 Actors / Avatars
 Game Design
 Sensory Stimulation & Interactivity
 Decision making 9
© All Rights Reserved

10. Video Games Genres
 AAA Video Games -  Health eGames
Console  Exergames
 Action – First Shooter  Brain Fitness
 Action-Adventure  Condition Management
 Role Playing  Health Eating
Simulation

 Serious Games
 Strategy
 Advergame
 Casual Games  Edutainment
 Board, puzzle, time  Edumarketing
management, etc.  News Games
 Web portals - Pogo  Training
 Social Games  Organizational
 Simulations
 Facebook
 Mobile
10
© All Rights Reserved

11. Rapid Growth Gaming Market –
Casual, Mobile & Social
Casual games market growing exponentially - 2010 estimate $13.5B
up from $2.2 billion in 2008
• Casual gaming is generally individual playing online or on a mobile
device from a few minutes to 20 minutes.
Mobile social gaming market is growing 20% a year. Estimated to
reach $11.4B in 2011
• 70 to 80% of downloaded apps are games.
Source Gartner, May 17, 2010 Wireless and Mobile News
Social gaming forecast: estimated $1.5B in 2014
• Social gaming is gaming by a network of people either in an
asynchronous or synchronous mode
• Social Gaming (on Facebook and other social networks) is a new
rapid growth sector in the video gaming industry
11
iConecto, Inc. Copyright 2011, All Rights Reserved
© All Rights Reserved

12. Gamification
…is turning work into play
…builds desired behaviors and skills in a more effective and
engaging way
…uses game play mechanics for non-game applications and
takes advantage of people‟s desire to play games
…leverages animation, leaderboards, competition, collaboration
and any engaging method
Humans of all ages learn
through play and games
12
© All Rights Reserved

13. Gamification Tool Set
 Achievement Badges
 Leader Boards
 Progress Bars
 Virtual Currency
 Points
 Challenges
 Rewards & Recognition
 eCoupons
13
© All Rights Reserved

14. Defined
 “Game theory is, essentially, a form of mathematics which attempts to
predict behavior in any sort of "strategic" environment, whether it be the
decisions made by armies on a battlefield, the trends within a financial
marketplace, or the growth and development of animal species in certain
environments.” Isaac M. McPhee
 influencing human health behavior to
…in health is about
stimulate happiness, reduce costs and improve
health status
 Game theory is a mathematical method for analyzing calculated
circumstances (games) where a person‟s success is based upon the
choices of others.[1] An alternative term suggested "as a more
descriptive name for the discipline" is interactive decision theory.[2]
Game theory is mainly used in economics, political science, and
psychology, and other, more prescribed sciences, like logic or biology.
Wikipedia 14
© All Rights Reserved

15. Health eGaming
Health eGames - Key Attributes:
1. Fun and Healthy
Entertainment + Benefit
2. Mobile, Multimedia, M2M Sensors
Includes traditional sports via electronic
monitoring
15
© All Rights Reserved

16. Market - Gaming / Productive
Entertainment
Electronic video gaming is the #1 entertainment industry in the world.
Estimated at $76B in 2013 with CAGR of 8.9%
Source: The Video Gaming Market Outlook Report, Business Insights. August 1, 2009
Productive Entertainment or Health eGames - $6.7B Market in 2008
• Exergames
• Condition Management
• Nutrition
• Brain Fitness
• Professional – Serious Games
Exergaming market was $6.4 billion in 2008
Rapid growth of exergaming continues with Microsoft Kinect, Sony
Move & mobile movement gaming
Source: Health eGames Market Report – How Video Games, Social Media, Mobile & Virtual Worlds will Revolutionize Health
Douglas Goldstein, Andy Donner & Julia Loughran, Physic Ventures & iConecto 2008
16
© All Rights Reserved

17. People Engaged with
Health eGames!
Consumers:
Health eGames Industry:
$6.7 Billion Health &
Source: Health eGames Market Report 2008 Productivity
Exergames Health eGames
Condition Management
+
$2.3B
Health Eating
Brain Fitness Social Media Source: HIRC 2007
Wellness
Professional + Prevention
Behavioral Science Disease
Management
…Supports Better Health
17
© All Rights Reserved

18. Examples
18
© All Rights Reserved

19. 500+ Health eGames Across Care Continuum
Well At Risk Acute Chronic Catastrophic
Conditions
low risk, good inactivity, high Conditions prevalent diseases
stress, overweight, severe burns,
nutrition, active respiratory, strains and chronic
high blood pressure, premature infant,
lifestyle and sprains, conditions
smoking head injury
lacerations
19
iConecto, Inc. Copyright 2011, All Rights Reserved © All Rights Reserved

20. Helping teens fight cancer better & smarter
http://www.re-mission.net/site/game/index.php 20
© All Rights Reserved

21. Well-tainment
21
© All Rights Reserved

22. Gaming 4 Brain Fitness
22
© All Rights Reserved

23. Brain Fitness Landscape
Market Analysis
Entertainment
Type of Offering
CD-Rom
Science Console
Online
Computer, CD-ROM, Web
Console, Mobile Type of Technology
Adapted from:
23
© All Rights Reserved

24. Mobile Sensors - Everywhere
Challenge:
Get people moving
though fun, casual
gaming
Solution:
Deliver an addictive
casual game tied to
external movement
sensor to engage,
entertain and energize
players to move more to
travel across the world
24
iConecto, Inc. Copyright 2011, All Rights Reserved © All Rights Reserved

25. Diabetes Health-tainment
Challenge: Deliver
engagement, fun
and diabetes
education and self-
management
support.
Solution: Delivers three diabetes health
education games – Solitaire, Diabetes-
Quiz, and Matching. All educational
content meets ADA standards.
Leaderboards, incentives and social
connectivity components integrated by the
platform can provide a complete
entertaining & educational experience.
25
© All Rights Reserved

26. Stealth Health - Hidden Object & Time Management
Categories: Allergy, Asthma & Respiratory
Target Market: Mothers with children needing fun & Connect2Care TM
26
© All Rights Reserved

27. Rehab@Anywhere with Gaming
3D Cameras + Video Games + TeleHealth
27
© All Rights Reserved

28. Digital Engagement
Fitness & Health is Viral 28
© All Rights Reserved

29. Reactive to ________________
Past / Present Today / Tomorrow
 @Anywhere Care
 Location Based Care
29
© All Rights Reserved

30. Meeting Human Needs…
Cloud Care… Fitness
Understanding customers and what they want, even if they don’t know it!
30
© All Rights Reserved

31. Communities of Care Social Gaming 4 Health
Motion Sensors Gamification
Active Gaming
Gesture Tracking
Health eGames
Virtual Reality
Social Productive
Virtual Currency Mobile Entertainment
Media
Video Games Geo Health
Leaderboards Augmented Reality
Behavioral
Connect2CareTM
Point of Need Science &
Analytics
31
© All Rights Reserved

32. One Answer…
Fitness Games are HOT 70% of Mobile
App Downloads Social Games = $$$
are GAMES
Your Shape (X360)
Fitness Ultimatum
new
I & II (Wii)
1.3 million
Wearable
Sensors are HERE
(smartphones & 400M others)
Mobile…Social Media…
EA Sports Active Wii Fit Plus Wii Sports (Wii) Gamification…Analytics
(Wii) (Wii) 64.1 million Behavior Change Science
3.2 million 13.2 million
Nike + GPS 32
© All Rights Reserved

33. Finding - Social Gamer Profile is
Desirable
• 77% of social gamers are between 22 and 59
• 40% are between 30 and 49
• 54% are women
• 38% have children at home
• 41% work full-time
• 11% are home makers
• 79% have some education beyond high school
• 80% have income in excess of 25k
Source: 2010 Social Gaming Research – Information Solutions Group, Pop Cap 2010
33
© All Rights Reserved

34. 34
© All Rights Reserved

35. Today – Data Driven Fitness
One million people using Nike+ to track their
running & challenge friends anywhere… 35
© All Rights Reserved

36. as the next key vital sign
http://www.youtube.com/watch?v=vrlmJycNsF8
36
© All Rights Reserved

37. Research
 35+ published studies have been done or are
being completed which show that well-designed
games can help engage and empower
consumers; this leads to higher treatment
regime adherence, better overall health, and
more clarity in communication with others
 50+ online social networks designed to support
a variety of health-related issues demonstrate
the importance of peer support and information
in addition to that of medical professionals
37
© All Rights Reserved

38. RE-MISSION
FIGHT CANCER
 20 levels
 7 cancer types
 Objectives: kill cells, manage
side-effects and complications
 Weapons: chemo, radiation,
antibiotics, stool softener
Game developer:
38
© All Rights Reserved

39. PEDIATRICS AUGUST 2008
RE-MISSION WORKS
• Improved treatment adherence
- Increase in antibiotic utilization
- Blood chemo levels higher
• Improved cancer knowledge
• Greater self-efficacy
Increased belief in ability to control/cope
with cancer
39
© All Rights Reserved

40. RESEARCH
RE-MISSION OUTCOMES STUDY
Randomized, controlled study of a videogame intervention
 374 young people with cancer (13-29 years old)
 Any malignancy diagnosis
 On treatment > 4 months
 34 hospitals
 United States, Canada, Australia
 English, Spanish, French
 Design: control game vs. Re-Mission + control game
 Measures: psychological and health outcomes
40
40
© All Rights Reserved

41. RESEARCH
RE-MISSION WORKS
Cancer Knowledge Self-Efficacy
p = .034 p = .027
70 6.2
Intervention-targeted knowledge (% correct)
Cancer-specific self-efficacy (1-7 scale)
Re-Mission
Re-Mission
65 6.0
Control
Control
60 5.8
55 5.6
Baseline Follow-up Baseline Follow-up
Kato, P.M., Cole, S.W., Bradlyn, A.S., Pollock, B.H. (2008). A Video Game Improves Behavioral Outcomes in Adolescents
and Young Adults With Cancer: A Randomized Trial. Pediatrics, 122: e305-e317.
41
41
© All Rights Reserved

42. RESEARCH
RE-MISSION WORKS
Antibiotics Chemotherapy: Oral 6MP
p = .008 p = .002
40 3.8
Re-Mission
30
Total MEMS Cap Events
Plasma 6MP (log10)
3.6
Control
20
3.4
10
0
3.2
Control
Re-Mission
Baseline Follow-up
Kato, P.M., Cole, S.W., Bradlyn, A.S., Pollock, B.H. (2008). A Video Game Improves Behavioral Outcomes in Adolescents
and Young Adults With Cancer: A Randomized Trial. Pediatrics, 122: e305-e317.
42
42
© All Rights Reserved

43. DISTRIBUTION
RE-MISSION WORKS
GAME DISTRIBUTION Supported in part by:
• 145,000 copies
• 81 countries
• www.re-mission.net
MEDIA
HopeLab: Video Games for Health
Warning: Playing These Video Games May
Be Good for Your Health 43
© All Rights Reserved

44. Discussion
So…how do we create the future?
44
© All Rights Reserved

45. Powered with your…
Inventions & Innovation Do Not
Happen Alone…
© All Rights Reserved

46. Distinctive…
 New „Idea‟ „Product‟ or „Process‟ that is
useful and practical
 „different‟
 „improved‟
46
© All Rights Reserved

47. …depends on teams working smarter and:
Engagement
with Game Theory +
Collaboration
Ingenuity
Technology Process Innovation
47
© All Rights Reserved

48. 48
© All Rights Reserved

49. Intelligent Interactive
Involved
…will support _ _ _ _
Insightful
Interpersonal _ _ _ _, together!
____
49
© All Rights Reserved

50. Harvard Business Press Nov 2009
Penguin Press 2011
Douglas Goldstein & Physic Ventures Oct 2008
Financial Times Press Nov 2008
50
© All Rights Reserved

51. Douglas Goldstein
eFuturist…Beyond Theory to Action

 Innovator… Lead…Innovate…Transform
Latest Books:
Health eGames – How Social Media, Video Games
and Virtual Worlds will Revolutionize Health
Medical Informatics 20/20: Quality and EHRs through
Collaboration, Open Solutions and Innovation
Other Recent Publications:
•eHealthcare: Harness the Power of Internet e-Commerce &
e-Care
•Quality, Safety and Cost Effectiveness through
Leadership and Health Information Technology
•Best of the Net Guides to Health and Wellness and
Healthcare and Medicine
Douglas Goldstein doug@eFuturist.net 703.626.0798 m
www.eFuturist.net
© All Rights Reserved