It’s getting easier to monitor bio-information, making wellness gaming more precise
When you add the social gaming layer, research shows that people are radically more likely to adhere to health programmes
But, as noted in our trends report, the big,
powerful and truly game-changing gaming and wellness connection lies ahead – and it involves ‘serious games’, a new online, social gaming category. Serious wellness gaming platforms are rapidly developing as medical experts agree that gaming could be the key to changing the world’s health. If countless medical studies show that the old direc- tives from doctor to patient dramatically fail to keep people on track, the ‘gamifi ca- tion’ of getting people to adhere to regimens
– whether fi tness, diet, stress reduction or even beauty – seems to work far better. Gamifi cation means putting into play ele-
ments like voluntary participation, rules, points, levels of achievement, challenges/ goals, rewards and a social feedback system to keep people in the health game. When you add the social gaming layer, research shows people are radically more likely to adhere. Add to the mix new gadgets that make it easier to monitor bio-information – such as uploading vital signs, calories burned and steps taken – and connect the results online, you can see how the online wellness game could get very precise and real.
WELLNESS GAME EVOLUTION While fi tness/health games such as Nintendo’s Wii Fit and Let’s Yoga! have been around for years, wellness gaming concepts are suddenly getting far more interesting and complex. Improving health behaviour is a massive
SPA BUSINESS 2 2012 ©Cybertrek 2012 Han Wen,
director of internet marketing, Clarins
W
e recognised the gamifi cation trend in the digital social
world and felt the need for Clar- ins to be where our customers are. Our target audience is women over 25 who are inter- ested in spas and beauty products. We chose Facebook because the platform is huge – it has an estimated 900 million users, half of whom are regular social game players. In addi- tion, social discovery – discovering a game via friends – enables games to grow quickly without a large marketing budget. As Clarins was the fi rst in the beauty
Clarins was the fi rst in the beauty industry to create a completely branded social game
Life – including rewards, challenges and leader boards. Our goal from day one was to create a fun and engaging game, so we
industry to create a completely branded social game, we thoroughly researched online and social gaming trends as well as PC, console and hand-held games to fi g- ure out what makes a game great. We also partnered with FreshPlanet because of its expertise in developing casual games. We’ve implemented all the standard features of successful social games in Spa
decided against features that require the player to perform any specifi c action – such as watching brand advertising or making a purchase – to progress in their game play. Since the launch in September 2011,
we’ve had more than 1.1 million unique players and over 120,000 likes.
Spa Life, on Facebook, is a game where players manage a spa of their own design to attract customers with the best treatments while working with limited resources. Details:
https://apps.facebook.com/spa-life
Read Spa Business online
spabusiness.com / digital
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CASE STUDY
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