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.

5

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

65

70

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

8

0

10

20

30

40

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?

1313

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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17

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