Download - Hope Lab Games For Health Presentation
Baltimore, MarylandGames for Health
First It Must Be Fun… And Other Key Learnings
An Update on the Work of HopeLab
Ellen LaPointe, Vice President, Strategic PartnershipsHopeLab, Redwood City, Calif., USA
Lead with fun, and health will follow!
Lesson 1
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About HopeLab
• Non-profit founded in 2001
• Pam Omidyar: background in immunology and biology, founder and Board Chair
• Pam’s Founding Vision: use “fun” and power of videogames as incentives for teens to “blast” cancer, manage side-effects
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About HopeLab
Our Mission
Combine rigorous research with innovative solutions to improve the health and quality of life of young people with chronic illness
• Chronic illness:
• cancer
• obesity
• sickle cell disease
• depression
• autism
LEAD WITH FUN, AND HEALTH WILL FOLLOW.
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About HopeLab
Our Values
• Continual learning
• Broad impact
• Respect
• Courageous experimentation
• Customer engagement
• Joyfulness
Compassionate efforts based on scientific evidence
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Lesson 2
Research Innovation
Customer Input = Great Results
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Re-Mission
• 7 cancers
Power Lies Within Roxxi the nanobot battles cancer in the bodies of teens
• 20 levels• 19 patients
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Re-Mission Works
Cancer Knowledge
Baseline Follow-up
Inte
rven
tio
n-t
arg
eted
kn
ow
led
ge
(%
co
rrec
t)
Control
Re-Mission
55
60
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Self-Efficacy
Can
cer-
sp
ecif
ic s
elf-
effi
cac
y (
1-7
sca
le)
5.6
5.8
6.0
6.2
Baseline Follow-up
Control
Re-Mission
p = .034 p = .027
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0
10
20
30
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To
tal M
EM
S C
ap E
ven
ts
Co
ntr
ol
Antibioticsp = .008
Pla
sma
6M
P (
log
10)
Control
Re-Mission
Chemotherapy: Oral 6MPp = .002
3.2
3.4
3.6
3.8
Baseline Follow-upIn press, Pediatrics
Re-Mission Outcomes Study RCT34 hospitals, 374 AYA with cancer
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Re-Mission Works
Knowledge and learning are
only part of the story
Lesson 3
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Treatmentadherence?
Re-Mission Works – But How?
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KnowledgeTreatmentadherence
Re-Mission Works – But How?
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Knowledge
Treatmentadherence
Emotion/Motivation
Re-Mission Attitudes StudyJennifer Aaker, Ph.D., Stanford University
Re-Mission Works – But How?
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Identifying Mechanisms of Action
Friday, 2:30 p.m. – Plenary Room
Effects of Narrative,
Nurturing & Game Play in an
Action-Adventure Health Game
Debra Lieberman, Ph.D.
• Randomized study of 488 young adults
• Five versions of Re-Mission
• Evaluated impact on cancer knowledge, attitudes and emotions
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Identifying Mechanisms of Action
How does videogame play influence real-life behavior?
?Re-Mission Attitudes Study in the BrainBrian Knutson, Ph.D., Stanford University
EmotionSNS
IntentionsAttitudes
Knowledge
Scan10 min
~60 Stanford students
pre-play post-play 1 month
Res
t
Res
t
Res
t
Res
t
Res
t
Res
t
Res
t
Res
t
Identifying Mechanisms of Action
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Identifying Mechanisms of Action
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Interactive play Passive exposure
Caudate
Thalamus
Hippocampus
Caudate
Thalamus
Hippocampus
Identifying Mechanisms of Action
Identifying Mechanisms of Action
• Early Results• Interactive play = wide impact on the brain
• “Learning” only part of what’s going on
• Re-Mission impacts emotion, motivation, planning & problem-solving
• What’s Next?
• Links from game-brain to real-life behavior
• Results inform “Re-Mission 2”Re-Mission Attitudes Study in the Brain
Brian Knutson, Ph.D., Stanford University
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Tap into the wisdom of crowds
Lesson 4
Extending the Model
“What’s the point of exercising if you
don’t have any fun?”- Joe, 11
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Extending the Model
Ruckus Nation
A competition to find product ideas to
increase physical activity in
11 – 14 year-old kids
Cosponsored by the Pioneer Portfolio of the
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Ruckus Nation
Customer engagement• Contestants 6 – 82 years of age
• 429 ideas submitted
• 37 countries
• 41 U.S. states
• 56 Semifinalists
• 10 Category Winners
• 1 Grand Prize Honorable Mention
• 1 Grand Prize Winner
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Ruckus Nation
Key demographics – teams• By category
11.2%
8.4%
35.7%
44.8% *
Middle School/Jr. High
Other
College/University
High School
* 14.1% of Other category teams had members age 18 or younger
Ruckus Nation
Key demographics – contestants• Geographic distribution
– 73.6% of contestants reside within the U.S.
– 26.4% of contestants reside outside the U.S.
29.9%
25.4%
22.9%
21.8%
West
Midwest
South
Northeast
Ruckus Nation
Key demographics – teams• Geographic distribution
• 41 U.S. States
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Ruckus Nation
Judging Criteria• Appeals to kids/Fun!
• Gets kids moving
• Keeps kids moving
• Originality
• Gives kids control
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Dynamic DrumsGo! Watch
Ruckus Nation
Videogame + floor-mat drums, movement = music
Wristwatch + pedometer = rewards for movement
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Winners
Ionic MotionTxt It!
Ruckus Nation
Videogame + cell-phone keypad floor mat = text with your toes
Videogame + motion sensors = virtual dance-off
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ScootMoovDisk
Ruckus Nation
Tag + LED lights + online network = classic game, high-tech twists
Disco ball + musical chairs = dance party or party game
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Winners
Rhythm RopeiBlob
Ruckus Nation
Grand Prize Honorable Mention
Jump rope + lights + music = new take on old favorite
Fun-to-squish object + lights + music = lots of moving around
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Winners
Dancing CrazeHoneycomb
Ruckus Nation
Grand Prize Winner
Virtual character + motion sensors = personalized online dance videos
Floor mat + heart-rate monitor = action-packed puzzle game
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Ruckus Nation
Lessons Learned• Customer engagement improves results
• Engage outside sources for additional expertise
• Fail early and often – iterate!
• Competitions build community
• Partnerships extend impact
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Ruckus Nation
What are we going to do with these great ideas?
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Ruckus Nation
Idea DistillationRuckus Nation ideas will be:
• Evaluated
• Validated
• Evolved
Our objectives are to:
• Increase chances for success in trial testing
• Increase likelihood for meaningful impact at product launch
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Ruckus Nation
Our Process1. Gather additional “human factors” insights
2. Align on what matters
3. Select and enhance top contenders
4. Rapidly bring refined ideas to life
5. Get feedback from real experts: kids themselves
6. Develop concept prioritization and product development road map
Ruckus Nation
IMPACT
FEASIBILITY DESIRABILITY
Bulls-eye!
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We are here!
2007 2008 2009 2010 2011Q2 Q3 Q4
Targeting Research
* ProductDevelopment
Impact Study
DistributionIdea Distillation & Prototype Development
Pilot Selection Trial
Q2 Q3 Q4 Q2 Q3 Q4 Q2 Q3 Q4
SelectionStudy
* = could take 6 – 18 mos.
~200 middle school kids
Conditions: 2 - 3 prototypes + control
Outcome: physical activity
~600 middle school kids
Conditions: 1 - 2 full products + control
Outcomes: - activity - duration- biomarkers
Development of 2 - 3 prototypes for use in Selection Study
Development of 1 - 2 finished products
for use in Impact Study
Idea Competition
Where Are We Going? Ruckus Nation
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Ruckus Nation
Biomarkers Under Consideration• Complete metabolic panel
• Insulin
• Glycosylated hemoglobin
• Glucose
• Lipid panel
• High-sensitivity C-reactive protein
• Interleukin-6
Lesson 5
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The path to impact is
through fun and innovationInformed by customers, backed by evidence-based claims, highly
iterative
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LEAD WITH FUN, AND HEALTH WILL FOLLOW.
Q&A