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Games for Health Japan
                            Toru Fujimoto
     Serious Games Japan / Penn State University
Outline
Serious Games Japan Updates
Games for Health projects in Japan
– Game prescription project
– Rehabilitainment games
– SG Lab’s project
Nintendo DS & Wii Games for Health
Some implications
– Factors of success & failure in DS market
Serious Games in Japan
Serious Games Japan community (since
May, 2004)
Two books on serious games released in
2007
• Serious Games: Transforming Education and
  Society through Digital Games (by Toru
  Fujimoto)
• Don’t Bother Me Mom, I’m Learning! (by
  Mark Prensky, translation)
A Report on Serious Games
Research report: the current status of
Serious Games 2008 (by Digital
Contents Association of Japan, funded
by Japan Machinery Association)
Researchers and developers were
involved in the project
Introduced current games for health
efforts in Japan to Japanese audiences
Games for Health projects in Japan
“Game Prescription” project
Joint research project by Waseda Univ,
Namco, and New technology
foundation
Four research topics
 – Psycho-physiological effects of
   videogames
 – Evaluation of videogame interaction
 – Effects of playing videogames on
   children with developmental
   disorder
 – Evaluation of literacy learning
   system using multi-layer display for
   developmental dyslexia
“Game Prescription” project
The study indicated
– Videogame-play may causes psycho-
  physiological effects
– The type and degree of the effect
  varies according to the player’s
  preference and the type of the game
– The more skilled and concentrated,
  the more effects actively
A DS title “99 tears” will be
released in June
– Digital novel to “weep and heal”
  with a personality test to choose
  right stories
Games for Rehabilitation
Namco’s
“rehabilitainment” games
• Research indicated an
  improvement effect by using
  games for rehabilitation
• Used at 122 hospitals and
  nursing-care facilities
• “Making rehabilitation fun”
Doki-Doki Snake Beater
Developed a new whack-a-mole type game to
train lower-body functions
Train iliopsoas muscles to prevent falling
SG Lab
   Subsidiary of Square Enix & Gakken
    – focuses on advergames and mini
      serious games
   Produced a flash-based content for the
   Bureau of Social Welfare and Public
   Health of Tokyo metropolitan
   government
    – Video instruction and mini-games to
      learn to prevent children from
      dangers in household


http://www.fukushihoken.metro.tokyo.jp/
kodomo/index.html
Nintendo DS & Wii Games
Overall DS software sales in Japan
Rank                           Title                         Publisher    Sales
1      New Super Mario Bros.                                 Nintendo    5,009,673
2      Dr. Kawashima’s More Brain Training (Brain Age 2)     Nintendo    4,751,569
3      Animal Crossing DS                                    Nintendo    4,574,426
4      Dr. Kawashima's Brain Training (Brain Age)            Nintendo    3,715,811
5      Pokemon Diamond                                       Pokemon 2,939,405
6      Mario Kart DS                                         Nintendo    2,827,716
7      Pokemon Pearl                                         Pokemon 2,433,003
       Eigozuke (English Training: Have Fun Improving Your
8                                                          Nintendo      2,167,493
       Skills!)

9      Big Brain Academy                                     Nintendo    1,630,869

       Otonano Joshikiryoku Training DS (Common Sense
10                                                           Nintendo    1,561,842
       Training DS)
                                              Source: Media Create (as of 12/2007)
Brain Training Games
Brain Age (Dr. Kawashima’s Brain Training) series
(DS) has sold over 17.1M copies worldwide *




                                  *Source: Nintendo (as of 10/2007)
New market emerged
              810 titles released (Dec. 2004 – Dec. 2007)
              220 titles (27.2 %) are learning/practical/non-game titles
              (including 61 (7.5%) titles of brain training and healthcare-related)
160



140


                                                                                                                Learning/
120
                                                                                                                Practical/ non-
100
                                                                                                                game titles

80



60
       Brain Age &
       Big Brain Academy
40
       released                                                                                                 Entertainment titles

20



 0
      2004-4Q 2005-1Q 2005-2Q 2005-3Q 2005-4Q 2006-1Q 2006-2Q 2006-3Q 2006-4Q 2007-1Q 2007-2Q 2007-3Q 2007-4Q

       2004                2005                            2006                            2007

                                                                                                                Source: Media Create
Brain training game followers in the DS market
Nintendo’s “Touch Generations!” campaign
            expands the market
     Language learning
      – Eigozuke (English Training: Have
        Fun Improving Your Skills!) - over
        2M copies sold
     Quiz games with twaeked theme
      – Otona no Jo-shikiryoku Training DS
        (Common sense training for adults)
        over 1.3M copies sold
     Cooking recipes
      – Shaberu! DS Oryouri Navi (DS
        Cooking Navigator, Nintendo) –
        0.9M copies sold
DS learning/non-game software
 Travel guide, gardening, wine selection, household
 bookkeeping, stock trading, all school subjects for K-
 12, entrepreneurship, magic trick, guitar play, digital
 book, classic music, driving license test, business
 manner, accounting, job interview…
…and of course, healthcare-related titles
Diet & medical support
     DS Calorie Navi (by IE Institute)
     • Instruction, quiz and minigame to be
       aware of healthy foods and control diet

     Kenkou Kentei (by Yudo)
     • Instruction and quiz how to continue
       proper daily diet and exercise

     Katei no Igaku (by Rocket Company)
     • DS version of popular home medical
       directory
Beauty care support for women
       Otona no DS Kao Training (face
       training for adults, by Nintendo)
        – Use DS plug-in camera to monitor your
          own face while training

       Yumemihada: Dream Skincare
       (Skincare training, by Konami)

       Female Power Emergency UP! (by
       Namco Bandai)
        – Self-improvement support for young
          working women, tied-in with women’s
          magazine
Relaxation & mental care
       Dokodemo Yoga (Yoga training,
       by Konami)
       – Video instruction and navigation to
         learn Yoga
       Raku Raku Shiatsu Navi (Shiatsu
       acupressure navigator, Dorasu)
       – Video instruction and navigation to
         learn acupressure
       Kokorobiksu DS Therapy
       (Psychological test for mental
       health improvement, by Dimple)
Eye & hand exercise support
    Flash Focus (Eye training game: by Nintendo)
     – Training for motion vision, hand-eye
       coordination, effective vision field, vision
       focus with mini-games
    Right Brain Training DS - Speed Reading for
    Adults (by Interchannel-Holon)
     – Speed reading training with Shichida method
    Ambidexter Exercise (by cyberfront)
     – train ambidexterity with mini-games
Fitness support
Teku-teku Angel Pocket (Pedometer
software with data manager, by Hudson)

Duke Saraie’s Walking Navi (walking
exercise, by Dorasu)
– Video instruction & navigation to learn
  health walking
Muscle Training Navigator (by Dorasu)
– Video instruction and navigation by a
  famous Japanese wrestler
Fitness with Wii is becoming big…
  Wii Sports sold 11M worldwide (including bundle)*
  Wii Fit sold 1.9M copies in Japan (as of April
  2008)**




 Wii Fit (Nintendo)          Family Trainer (Namco Bandai)

                                  Source: *Nintendo, ** Media Create
XaviX PORT (2005-, SSD)
Interactive sports/fitness game console
XaviX elder care program
Used at over 1000 nursing-care facilities
Ancestors of Fitness games
Family Trainer (a.k.a. Power Pad) (1986, Bandai)
…and many other arcade games
Nintendo rules the market…
Rank Title                                              Publisher   Release Sales
      Dr. Kawashima’s More Brain Training (Brain
1                                                Nintendo           12/2005   4,751,569
      Age 2)
2     Dr. Kawashima's Brain Training (Brain Age)        Nintendo    05/2005   3,715,811
      Eigozuke (English Training: Have Fun
3                                                       Nintendo    01/2006   2,167,493
      Improving Your Skills!)
4     Big Brain Academy                                 Nintendo    06/2005   1,519,000
      Otonano Joshikiryoku Training (Common
5                                                       Nintendo    10/2006   1,381,000
      Sense Training)
6     DS Oryo-ri Navi (Cooking Navigator)               Nintendo    07/2006     815,000

7     Flash Focus (Eye Training)                        Nintendo    05/2007     778,679

      Kanji Official Examination DS for 2 Million       Rocket
8                                                                   09/2006     609,683
      people (Chinese character training)               Company
      Kanji Official Examination Kanken DS (Chinese IE
9                                                                   11/2006     580,510
      character training)                           Institute
      Motto Eigozuke (English Training 2: Have
10                                                      Nintendo    12/2006     527,429
      Fun Improving Your Skills!)
                                                    Source: Media Create (as of 12/2007)
Sales data shows the reality
                               # of title     # of sales
Overall DS                 810              90.4M
Learning/ non-game title   210              23.5M
(100,000 + )               29               20.7M
(99,999 - 50,000)          16               1.1M
(49,999 - 10,000)          58               1.2M
(9,999 - 5,000)            41
(4,999 or less)            76
Average sales (within the -                 106,914
category)
Median (within the         -                8,960
category)

                                     Source: Media Create (as of 12/2007)
Lessons to learn from the efforts in Japan

Selling your product to the DS market is very tough
For DS consumer market, you need all of the below:
 – Good game
 – Good customer base (or sales channel)
 – Marketing budget
Dr. Kawashima’s concern: “There are potential
liability problems in serious games market. Game
companies should make a good use of researchers’
help”
Thank you
Contact:
Toru Fujimoto
tfuji@anotherway.jp
http://antherway.jp/seriousgamesjapan/

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Games for Health Japan

  • 1. Games for Health Japan Toru Fujimoto Serious Games Japan / Penn State University
  • 2. Outline Serious Games Japan Updates Games for Health projects in Japan – Game prescription project – Rehabilitainment games – SG Lab’s project Nintendo DS & Wii Games for Health Some implications – Factors of success & failure in DS market
  • 3. Serious Games in Japan Serious Games Japan community (since May, 2004) Two books on serious games released in 2007 • Serious Games: Transforming Education and Society through Digital Games (by Toru Fujimoto) • Don’t Bother Me Mom, I’m Learning! (by Mark Prensky, translation)
  • 4. A Report on Serious Games Research report: the current status of Serious Games 2008 (by Digital Contents Association of Japan, funded by Japan Machinery Association) Researchers and developers were involved in the project Introduced current games for health efforts in Japan to Japanese audiences
  • 5. Games for Health projects in Japan
  • 6. “Game Prescription” project Joint research project by Waseda Univ, Namco, and New technology foundation Four research topics – Psycho-physiological effects of videogames – Evaluation of videogame interaction – Effects of playing videogames on children with developmental disorder – Evaluation of literacy learning system using multi-layer display for developmental dyslexia
  • 7. “Game Prescription” project The study indicated – Videogame-play may causes psycho- physiological effects – The type and degree of the effect varies according to the player’s preference and the type of the game – The more skilled and concentrated, the more effects actively A DS title “99 tears” will be released in June – Digital novel to “weep and heal” with a personality test to choose right stories
  • 8. Games for Rehabilitation Namco’s “rehabilitainment” games • Research indicated an improvement effect by using games for rehabilitation • Used at 122 hospitals and nursing-care facilities • “Making rehabilitation fun”
  • 9. Doki-Doki Snake Beater Developed a new whack-a-mole type game to train lower-body functions Train iliopsoas muscles to prevent falling
  • 10. SG Lab Subsidiary of Square Enix & Gakken – focuses on advergames and mini serious games Produced a flash-based content for the Bureau of Social Welfare and Public Health of Tokyo metropolitan government – Video instruction and mini-games to learn to prevent children from dangers in household http://www.fukushihoken.metro.tokyo.jp/ kodomo/index.html
  • 11. Nintendo DS & Wii Games
  • 12. Overall DS software sales in Japan Rank Title Publisher Sales 1 New Super Mario Bros. Nintendo 5,009,673 2 Dr. Kawashima’s More Brain Training (Brain Age 2) Nintendo 4,751,569 3 Animal Crossing DS Nintendo 4,574,426 4 Dr. Kawashima's Brain Training (Brain Age) Nintendo 3,715,811 5 Pokemon Diamond Pokemon 2,939,405 6 Mario Kart DS Nintendo 2,827,716 7 Pokemon Pearl Pokemon 2,433,003 Eigozuke (English Training: Have Fun Improving Your 8 Nintendo 2,167,493 Skills!) 9 Big Brain Academy Nintendo 1,630,869 Otonano Joshikiryoku Training DS (Common Sense 10 Nintendo 1,561,842 Training DS) Source: Media Create (as of 12/2007)
  • 13. Brain Training Games Brain Age (Dr. Kawashima’s Brain Training) series (DS) has sold over 17.1M copies worldwide * *Source: Nintendo (as of 10/2007)
  • 14. New market emerged 810 titles released (Dec. 2004 – Dec. 2007) 220 titles (27.2 %) are learning/practical/non-game titles (including 61 (7.5%) titles of brain training and healthcare-related) 160 140 Learning/ 120 Practical/ non- 100 game titles 80 60 Brain Age & Big Brain Academy 40 released Entertainment titles 20 0 2004-4Q 2005-1Q 2005-2Q 2005-3Q 2005-4Q 2006-1Q 2006-2Q 2006-3Q 2006-4Q 2007-1Q 2007-2Q 2007-3Q 2007-4Q 2004 2005 2006 2007 Source: Media Create
  • 15. Brain training game followers in the DS market
  • 16. Nintendo’s “Touch Generations!” campaign expands the market Language learning – Eigozuke (English Training: Have Fun Improving Your Skills!) - over 2M copies sold Quiz games with twaeked theme – Otona no Jo-shikiryoku Training DS (Common sense training for adults) over 1.3M copies sold Cooking recipes – Shaberu! DS Oryouri Navi (DS Cooking Navigator, Nintendo) – 0.9M copies sold
  • 17. DS learning/non-game software Travel guide, gardening, wine selection, household bookkeeping, stock trading, all school subjects for K- 12, entrepreneurship, magic trick, guitar play, digital book, classic music, driving license test, business manner, accounting, job interview… …and of course, healthcare-related titles
  • 18. Diet & medical support DS Calorie Navi (by IE Institute) • Instruction, quiz and minigame to be aware of healthy foods and control diet Kenkou Kentei (by Yudo) • Instruction and quiz how to continue proper daily diet and exercise Katei no Igaku (by Rocket Company) • DS version of popular home medical directory
  • 19. Beauty care support for women Otona no DS Kao Training (face training for adults, by Nintendo) – Use DS plug-in camera to monitor your own face while training Yumemihada: Dream Skincare (Skincare training, by Konami) Female Power Emergency UP! (by Namco Bandai) – Self-improvement support for young working women, tied-in with women’s magazine
  • 20. Relaxation & mental care Dokodemo Yoga (Yoga training, by Konami) – Video instruction and navigation to learn Yoga Raku Raku Shiatsu Navi (Shiatsu acupressure navigator, Dorasu) – Video instruction and navigation to learn acupressure Kokorobiksu DS Therapy (Psychological test for mental health improvement, by Dimple)
  • 21. Eye & hand exercise support Flash Focus (Eye training game: by Nintendo) – Training for motion vision, hand-eye coordination, effective vision field, vision focus with mini-games Right Brain Training DS - Speed Reading for Adults (by Interchannel-Holon) – Speed reading training with Shichida method Ambidexter Exercise (by cyberfront) – train ambidexterity with mini-games
  • 22. Fitness support Teku-teku Angel Pocket (Pedometer software with data manager, by Hudson) Duke Saraie’s Walking Navi (walking exercise, by Dorasu) – Video instruction & navigation to learn health walking Muscle Training Navigator (by Dorasu) – Video instruction and navigation by a famous Japanese wrestler
  • 23. Fitness with Wii is becoming big… Wii Sports sold 11M worldwide (including bundle)* Wii Fit sold 1.9M copies in Japan (as of April 2008)** Wii Fit (Nintendo) Family Trainer (Namco Bandai) Source: *Nintendo, ** Media Create
  • 24. XaviX PORT (2005-, SSD) Interactive sports/fitness game console XaviX elder care program Used at over 1000 nursing-care facilities
  • 25. Ancestors of Fitness games Family Trainer (a.k.a. Power Pad) (1986, Bandai)
  • 26. …and many other arcade games
  • 27. Nintendo rules the market… Rank Title Publisher Release Sales Dr. Kawashima’s More Brain Training (Brain 1 Nintendo 12/2005 4,751,569 Age 2) 2 Dr. Kawashima's Brain Training (Brain Age) Nintendo 05/2005 3,715,811 Eigozuke (English Training: Have Fun 3 Nintendo 01/2006 2,167,493 Improving Your Skills!) 4 Big Brain Academy Nintendo 06/2005 1,519,000 Otonano Joshikiryoku Training (Common 5 Nintendo 10/2006 1,381,000 Sense Training) 6 DS Oryo-ri Navi (Cooking Navigator) Nintendo 07/2006 815,000 7 Flash Focus (Eye Training) Nintendo 05/2007 778,679 Kanji Official Examination DS for 2 Million Rocket 8 09/2006 609,683 people (Chinese character training) Company Kanji Official Examination Kanken DS (Chinese IE 9 11/2006 580,510 character training) Institute Motto Eigozuke (English Training 2: Have 10 Nintendo 12/2006 527,429 Fun Improving Your Skills!) Source: Media Create (as of 12/2007)
  • 28. Sales data shows the reality # of title # of sales Overall DS 810 90.4M Learning/ non-game title 210 23.5M (100,000 + ) 29 20.7M (99,999 - 50,000) 16 1.1M (49,999 - 10,000) 58 1.2M (9,999 - 5,000) 41 (4,999 or less) 76 Average sales (within the - 106,914 category) Median (within the - 8,960 category) Source: Media Create (as of 12/2007)
  • 29. Lessons to learn from the efforts in Japan Selling your product to the DS market is very tough For DS consumer market, you need all of the below: – Good game – Good customer base (or sales channel) – Marketing budget Dr. Kawashima’s concern: “There are potential liability problems in serious games market. Game companies should make a good use of researchers’ help”