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Unniched ignite gamification_10252011
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
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
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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
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?
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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
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