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EMPLOYEE WELLNESS THROUGH GAMIFICATION

+game engagement-based

behavior changehealthier humans

=

MIKE TINNEY

TODAY’S GOALHelp each of you become a more educated buyer of gamified products and services.

MY BACKGROUND

23 years in games

WHAT IS A GAME?

game

noun \ˈgām\

A form of play or sport, especially a competitive one played

according to rules and decided by skill, strength, or luck.

EDUCATION/SKILL DEVELOPMENT

HIDE AND SEEKsurvival in a hunter/gatherer society.

ENTERTAINMENT/AMUSEMENT

MONOPOLYOne of the worst games ever designed. It’s purpose: Temporarily destroy relationships.

CONFLICT/DISPUTE RESOLUTION

SPORTS LIKE FOOTBALLcan trace roots back to early competitions like gladiatorial battles and jousting

PRINCIPLES OF GAME DESIGN

The main purpose of a game is to drive behavior change.

The entire experience should drive toward the intended behavior.

Games don’t have to be fun, but they do need to be rewarding.

Keep the core experience simple.

EVOLUTION OF GAMES

Most games have always had a combination of Education, Entertainment and Conflict.

Games evolved with culture and society over time.

The digital age has allowed games to scale to a level of reach and complexity previously not experienced at any stage of history.

THE FILM INDUSTRY IS HUGE

$36.4 billion in 2014

THE GAMES INDUSTRY IS OVER DOUBLE THE FILM INDUSTRY

$36.4 billion in 2014 $83.3 billion in 2014

THE FITNESS INDUSTRY IS BIGGER THAN BOTH

$36.4 billion in 2014 $83.3 billion in 2014 $90+ billion in 2014

WHO’S PLAYING GAMES IN 2015

59% of Americans average age of 31 52% male, 48% female

WHAT MAKES GAMES SO SUCCESSFUL?

GAMES HAVE MASTERED THE ART OF ENGAGEMENT

GAMES HAVE MASTERED THE ART OF ENGAGEMENT

Planet Earth spends 3 billion hours/week playing video games.

5 million US gamers play 40+hrs per week.

9% of US gamers 18 and younger are pathological, addicted gamers. (Alcohol addiction rates are 6.8%)

What is gamification?

noun gam·i·fi·ca·tion

\ˌgā-mə-fə-ˈkā-shən\

The addition of game-

based feedback loops to

a non-game construct.

COMMONGAMIFICATIONELEMENTSYour practical guide to assigning game-like elements to things that aren’t fun.

Element #1: Badges

COMMONGAMIFICATIONELEMENTSYour practical guide to assigning game-like elements to things that aren’t fun.

Element #2: Points

COMMONGAMIFICATIONELEMENTSYour practical guide to assigning game-like elements to things that aren’t fun.

Element #3: Leaderboards

GAMIFICATION WITHOUT A REAL CORE GAME IS LIKE A HOUSE WITHOUT A FOUNDATION

GAMIFICATION IS A BUZZWORD

MORAL OF THE STORY?Not everything is better with gamification.

Just because you can make a game out of something, doesn’t always mean you should.

WHAT TO LOOK OUT FORHow to tell the difference between a game and a gamified experience.

1:6 FLYWHEELA Simple, repeatable action or mechanic that can usually be improved upon and mastered.

(A.K.A. “What you do.”)

2:6 ESCALATIONBoth the difficulty and rewards increase over time.

Often used to show progress.

3:6 SOCIAL INTERACTION

Interaction with opponents/teammates. An “x-factor” that allows you to anticipate and adapt to other players of the game.

4:6 ACCRUED VALUEThe more time you invest in the game, the greater your game assets.

Often linked to your path to victory.

5:6 UNPREDICTABLE OUTCOME

The key to any good game you play or watch. No one cares about a game in which the winner is known before the start.

6:6 REPLAYABILITYThe best games are designed to be played again and again without becoming predictable, boring or stale.

ADVANTAGES OF GAME-BASED SOLUTIONS

POSITIVE ADDICTIONDopamine release from good choices/affirmation; creates an internal reward process.

KING OF PROGRESSGood/great tool for measuring progress.

POSITIVE FRICTIONwith games you can make things harder as they progress and people will regard the hardship as progress.

ADVANCED BEHAVIOR CHANGE People learn/change behavior without initially realizing it.

WHAT CAN THIS MEAN FOR HEALTH?First, let’s understand our

landscape…

FOR EVERY 100 EMPLOYEES

Then statistically…69 are overweight36 of those are obese12 have diabetes (3 don’t know it)33 have high blood pressure17 have high cholesterol

33 have high triglycerides19 smoke95 fail to get enough exercise62 have sleep issues77 struggle with stress9 suffer from depressive issues

20 YEARS FROM NOWOver 50% of Americans in 39 states will be obese with a national obesity rate of 42%.

Type 2 diabetes could increase 10X by 2020 and double again by 2030.

Childhood obesity has tripled in the last 30 years and continues to rise.

Children who are obese are twice as likely to die before age 55.

National health care costs estimated to be $210B for Obesity alone.

Annual productivity costs to companies… $580B

WHAT’S OUR SOLUTION?the 90+ billion dollar fitness industry!

EXCEPT…over 95% of Americans don’t even get the minimum recommended amount of activity

THERE IS NO CLEAR ROADMAP… but wellness offers hope

WHY IS THIS YOUR PROBLEM?Your company pays people for their time.

Unhealthy people cost more to insure.

Unhealthy people are less productive.

You cannot reduce salary for poor health.

You are the only entity who is financially invested in the health of the people who’s time you pay for.

GAME-BASED WELLNESS30 COMPANIES

15-50%increase in challenge registrations

80-90%engagement with

tier 1 clients

2500 EMPLOYEES

86%walked more

78%worked out more

69%healthier lifestyle

64%improved diet

87%had fun!

TAKEAWAYSYour company is often the last line of line of defense in the battle against preventable health issues for your employees.

Games are the most power vehicle for learning and behavior change invented by the human race to date.

Not all games are created equal.

Give as much scrutiny to a company’s Game Designers, as you would their Medical Experts.