Making people happier, healthier and wealthier with behavioral science, that is the mission of the Center for Advanced Hindsight
Between October 8-9, the 8th Games for Health Europe conference took place in Eindhoven, the Netherlands. Games for Health Europe is the biggest conference on games for health in Europe and brings together medical professionals, academics, and game developers from the field of applied health games to discuss using game technologies to improve health and the delivery of healthcare.
Ting Jiang, Principal of the Center for Advanced Hindsight’s Global Health and Development team, gave the opening keynote about the important role that behavioral science can play in creating more impactful serious games and gamification features, especially for health related behavioral change. In her talk, Ting Jiang used the example of designing a game aimed at increasing medication adherence and explained that a behavioral diagnosis is necessary to determine the extent to which non-adherence is caused by: lack of intention vs. intention-behavior gap, social vs. individual factors, and system II (deliberative) vs. system I (automatic) thinking.
Ting Jiang noted that applying behavioral science tools early in the game development process leads to more accurate identification and measurement of behavioral change progress and permits experimentation aimed at identifying the most effective game components. She also gave examples of games developed by the Center for Advanced Hindsight including the board game “Happy Money” which is designed to help the very low income make better daily spending and saving decisions that can effectively reduce deaths from lack of health financing for curable diseases. “Bill Thrill”, a cashier training game, is funded by the Joep Lange Institute. Bill Thrill is another example of how games can be used to promote effective behavioral change.
“Bill Thrill”, a cashier training game, is funded by the Joep Lange Institute. Bill Thrill is another example of how games can be used to promote effective behavioral change.”
After identifying a core behavioral barrier of health clinic cashiers shying away from the use of a new digital transaction platform, the team gamified this real-life challenge and worked to improve cashiers billing skills and increase their professional pride with the aim of increasing behavioral uptake of the new platform and increasing self-efficacy.
Want to know more about gamification and Ting Jiangs’ speech? Visit the Center of Advanced Hindsight’s