We’ve been hearing a lot about “gamifiication” to get people to engage in a variety of behavior-change exercises. Does turning something into a game provide sufficient motivation? For some people it probably does. For others, not so much.
MIT’s Technology Review recently ran a story about a company that is developing devices and a virtual ecosystem designed to reward positive behaviors. Specifically, the company, Zamzee, is trying to combat childhood obesity with a body-worn monitor that records a child’s movement. By uploading the data to the company’s website, the child earns points towards which they can purchase items in the Zamzee virtual world and also real merchandise like iPods and Wii’s if they earn enough points. The more they move, the more points they earn.
One of the drawbacks of this approach was also highlighted in the article. Referencing neuroscientist Andra Aamodt, it was noted that a substantial body of research has found that intrinsic motivation outlasts extrinsic rewards.
Rather than making everything into a game, is there a way to get people to be intrinsically motivated to change their behavior in ways that allows them to stay healthier longer? This is a very tough problem. “Gamification” is just a baby step toward a solution.
By Dan Stipe
Dan Stipe is the senior industrial designer at Forma Medial Device Design. Forma has been designing medical products and products for the life science industry for over 25 years. They are named inventors on over 40 patents.Visit website | More posts by Author
Agree. Gamification is just one of the many 'layers' that help drive behaviour change. But another point worth noting is that most games are only fun for a while. Very few games keep their players hooked and playing for the long term. And if they do, they are usually a die-hard, somewhat obsessed minority. This is why the other layers are so important: social, data analysis, tips and encouragement, depth of experience (i.e. as you get into it you discover and learn more), etc.
Interesting piece here, Dan. I tend to agree with Ron above, gaming principles can and will be an important PIECE of the puzzle. Not the solution in and of themselves mind you, but I think getting in the habit of being active CAN stick with some people in the long term. Cheers Jason Boies Radian6 Community Team
Great points. Gamification is not a one-size-fits-all solution but then there is no such thing in today's world. In this case I believe games can be an important step forward in getting the mechanics of new habits in motion. Long term success will rest on moving from this form of "deliberate practice" to intrinsic motivations. But this is a great way to start building new habits early.