games for health - miika kajanus - mobile gaming and gamification in health care, functional...
DESCRIPTION
Presentation Games For Health Europe Conference 2014TRANSCRIPT
Mobile gaming and gamification in health care, functional capacity and rehabilitation
MIIKA KAJANUS
28.10.2014
Game for Health Europe
Utrecht
CONTENTS
Background
Methods
Cases
Results
Health ProPeli - Health ProGame
Public health can be improved by plying digital games! This can be sustained by profitable business models!
HOW?
Playfield model
Environments for fast testing and prototyping
Multidisciplinary user-oriented teams
Experiences and lessons learnt
Business Model Design Tool
Tiina Arpola continues…
CONTENTS
Background
Methods
Cases
Results
Health ProPeli - Health ProGame
HOW?
CONTENTS
Background
Methods
Cases
Results
Health ProPeli - Health ProGame
Playfield model
IN PRACTICE
The playfields are combining health, product development and business knowledge in multidisciplinary teams. The teams consist of users, students,
teachers, companies and experts.
Playfield operating model
Master student
Students Teamworkers
New gamified solutions
Mentor
Players
Guides Guides
Professionals
Guides
Collaborates
Thesis works
Research data
Guides Guides
University contact person
Master student
Playfield contact person
Coach / Lecturer
Product development
Collaborates
User scenarios => game concepts => business models =>
prototypes => tests
9
CONTENTS
Background
Methods
Cases
Results
Health ProPeli - Health ProGame
Business Model Design Tool
11
1. Critical business issues added:
- Customer needs
- Competing solutions
- Proposed solution
2. Analytic evaluation
(customer voice)
0 0,02 0,04 0,06
cs1 - Acoustic…cs4 -cs7 -
pr3 - Dollar…pr6 - Finding…
co2 - Decousticsco5 - Akustik
so1 - Fire Ratingso4 - T-Bar…
so7 -vp3 - Customization
vp6 -ch2 - Independent…
ch5 -cr1- Cultural…
cr4 - Company visitscr7 -
kr3 - US Commerce…kr6 -
kp2 - MANAkp5 -
ka1 - Business Planka4 - Collections,…
ka7 -cost3 - Shipping
cost6 -rs2 - High T/SF…
rs5 -
Extended Business Model Canvas
Business Model Design Phases
2. Identifying relevant BM items
3. Evaluating the identifyed items
4. Core value analysis
5. Designing the Business Model
1. Setting up the Context
CONTENTS
Background
Methods
Cases
Results
Health ProPeli - Health ProGame
Experiences and lessons learnt
Three types of business models
15
Solution: high-quality entertaining game having positive health impacts
Customer need: own health, entertainment
Value proposition: improve your life by playing!
Competitor 1 Competitor 2
People interested of own health People interested of entertaining games People who want to help others: “muggler game”
Channels/sales/prising: Web platforms, cheap, per use
Information/knowledge/understanding: Game industry Health sector
Costs: -product development and update -sales
User pays
16
Solution: high-quality entertaining game having positive health impacts
Customer need: provide the best for own customers
Value proposition: keep your customers satisfied!
Competitor 1 Competitor 2
Private and public organizations providing rehabilitation and other health and social services
Channels/sales/prising: Web platforms, expensive, yearly agreements
Information/knowledge/understanding: Game industry Health sector
Costs: -product development and update -sales
Organization pays
17
Solution: high-quality entertaining game having positive health impacts and in that way better economic performance
Customer need: reputation
Value proposition: better wellbeing, better economic performance!
Competitor 1 Competitor 2
Organizations that are linked to peoples wellbeing like food store chains, insurance companies etc.
Channels/sales/prising: Web platforms, expensive, yearly agreements
Information/knowledge/understanding: Game industry Health sector
Costs: -product development and update -sales
Indirect organization pays
Conclusions
Health impacts and user experience matters! Money follows the users!
Data tracking and user friendly analysis!
Co-creation with students! Game Jams! It can be fun!
Use business model design tools from the very beginning and put the created models in fast reality test!
CONTENTS
Background
Methods
Cases
Results
Health ProPeli - Health ProGame Tiina Arpola
continues…
Thank you!