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Gamification: Putting the FUN in Functional Health and Wellness Programs

NEHRA 2012 Learning Lab
by

Natalie Sintek

on 26 August 2015

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Transcript of Gamification: Putting the FUN in Functional Health and Wellness Programs

Start
Everyone's a Gamer
Over 100
million gamers in the U.S. playing for 215,000,000 hours per day
Users don't need nothin but a good time!
The average Gamer is a 37-year-old woman
What is a Game?
Toy vs. Tool
Game vs. Program
games
Any system that uses goals, rules, feedback systems and voluntary participation to entertain, educate, persuade, and/or engage a player
What is Gamification?
Multi-disciplinary design paradigm
A way to influence behavior by using motivation
Player
Program
Narrative Structure
Customization
Drives understanding
Immersion
Doesn't Alter Methodology
Investment
Collect Demographic Data
Invites Larger Audience
Overcomes Exercise Bias
Feedback Systems
Competition
Support/Accountability
Socialization
Motivational Content
Daily Re-engagement
Game Over
Game mechanics are not silver bullets
Not every system should be a game
Incentives are different in the game space
How does Gamification work?
Biologically programmed
The Spectrum of Gamification
Number of Players
More
Qualitative
More
Quantitative
1
n
Achievement
Competition
Cooperation
Immersion
influence
prestige
collecting
progress
progress bars and badges
dominating others
power
leaderboards
group problem solving
individualization
joining a group
leadership
stories
exploring
Designing
for both re
quires an understa
nding of
both the employer's n
eeds and
the player's
wants
Types of Games
The most successful gamifications either don't show that they are games or don't show that they are programs
Console Games Social Media Games Apps/Mobile Games
Online Games Sports Trivia
MMORPG's Dice Games Drinking Games
Lottery Games Word Games Make-believe
Aristocratic Games Card Games Organic Games
Casual Games Board Games Etc...
Each has a different appeal for players, therefore each is a possible channel or vehicle for experience and content
The World of
Weight Watchers
Employers
results
tested methods
monetary value
Players
experiences
creativity
emotional value
Ideas that Rock
Remember to design from both sides of the game (player and employer)
Feedback systems - points, badges, and leaderboards - mean nothing without emotional connection and imagination
Questions?
... small
... small
... small
Built-in Mechanics
Opportunities and Interfaces
Customization
Recognition
Asynchronous Gameplay
Clear Pathways
Concluding
thoughts...
Social Game Play Motivations
Further Reading
Game On: Energize Your Business with Social Media Games

Gamification by Design

Game Frame

Reality is Broken

Bunchball Whitepapers
by Ron Radoff
by Gabe Zichermann
by Aaron Dignan
by Jane McGonigal
by Bunchball
Gamification
Putting the
FUN
in Functional Health and Wellness Programs

Gamification:
Enterprise Gamification:
Health and Wellness Gamification:
the use of game design and game-think in non-gaming contexts
the use of game design techniques and mechanics to deliver customized business solutions and collect data
the use of game design and player-centric design to motivate behaviors and choices, and increase knowledge of health and wellness
Presented by:
Natalie Sintek
Consultant, Aon Hewitt, Communication Consulting

Name:
Goal:
How the Game Works:
Next Jump Fitness Program
Get NxJumpers to work out 2x week minimum
Teams were created to pool activity or exercise hours and compete against other teams
Recognition programs were instituted to inspire new norms and recognize progress
Rewarded exercise with exercise (access to personal trainers, events, and activities)
Definitions
Uses game mechanics in stealthy or unconscious ways
Users don't know they are playing a game
Think Functional, not Fun
Uses game mechanics to educate, inform, persuade
Users may or may not know it is a game
Fun is ancillary - objective is learning
Uses game mechanics to engage, teach, and entertain
Know it is a game, other objectives may/may not be obvious
Fun drives the completion of business goals
Players are suspicious of knowledge or informational content
Fun is the only objective
Most Companies will sit in this range
Health and Wellness Gamification:
Enterprise Gamification:
Gamification:
How do
Games Work?
Adds value to the experience
Pairs new information with existing schemas
Transforms what we need to do into what we want to do
Serving 2 Masters
Socially programmed
The real reason it works:
What do you play?
Keep in mind:
The word
game
draws up certain expectations and assumptions. How we communicate about it is as important as what it can do
What They Have In Common
Game Mechanics
Game Mechanics
Functional and ctional
Functional and ctional
FUN
FUN
Personas In Action
Bartle's Player Persona
Values
Game Mechanics
Games they Play
Keep In Mind:
Games Only Work If People Want to Play Them.
To Capture Your Audience, You have to Know Them.
Games Only Work If People Want to Play Them.
To
Capture
Your Audience, You have to
Know
Them.
Keep In Mind:
The most successful social media games are those that start as small group or individual experiences, but have the capability or goal of being a large group experience
Results: In 2 years,
from
to over
of workforce participate in regular work outs
5%
80%
A Whole New World
2012 market worth $242 million
38% from Enterprise Gamification
4% from Health and Wellness Industry
2012 market worth $242 million
38% from Enterprise Gamification
4% from Health and Wellness Industry
by 2016, the gamification market is estimated to be worth $2 billion
by 2016, the gamification market is estimated to be worth $2 billion
A Whole New World
Badges, Bonuses, Levels, Points, Status
Quests/Challenege/Missions, Virtual Economies
Countdown, Leaderboards, Notifications
Community, Teams, Competition, Collaboration
Loss Aversion, Appointment, Discovery
Name:
Goal:
How the Game Works:
Wellvolution (including Shape Up Shield and other programs) is an 8 week social-media-fueled challenge
Uses an online platform to let employees form teams, post comments in forums, set team and personal fitness goals, and give virtual high gives for encouragement
Wellvolution
Health and Wellness Program Participation
Results:
80%
of employees have participated in at least one program
50%
drop in smoking
Similar increase in regular physical activity
The incidence of hypertension has
fallen by two-thirds
Disability claims are down among participating workers
This is Just the Beginning
This is Just the Beginning
1. Clear Pathways
2. Opportunities and Interfaces
3. Elements of Customization
4. Asynchronous Gameplay
5. Recognition
6. Game Mechanics
What do you play with?
Feedback
Narrative
Indicators
Socialization
Mind Games
Characteristics of Successful Social Media Games
Full transcript