The SuperBetter online wellness game launched in March and in the first two months 20,000 users had registered – most were females aged 20-50
Spas could use game elements – like tracking progress – to make clients feel like every visit is a step towards a serious and tangible improvement in their lives
Chelsea Howe, director of design, SuperBetter Labs
G
ame designer Jane McGonigal came up with the idea for SuperBetter when she found herself struggling to
recover from severe concussion. It’s about helping players to achieve health and well- ness goals – most commonly weight loss, healthier eating, regular exercise, stress reduction and better sleep – in their real lives and not just in a virtual world. It draws on core online gaming mech-
anisms – social involvement, overcoming obstacles, feed- back and tracking progress – to help players achieve their goals. They recruit allies, com- plete quests (steps to help them achieve goals), battle bad guys (things standing in their way), and activate power ups (boosts to keep them motivated). The game was designed to increase players’ resilience – their ability to stay optimistic, curious and energised in the face of challenges – and McGonigal thinks spa consumers would find this attractive. The game launched on 9 March and had 20,000 users in the first two months. It
SuperBetter could help spas customise their services once a client leaves, says Howe
In the past, a customer might leave a
spa with recommendations to improve their daily lives. However, games like –ensure that these recommendations won’t get lost or forgotten. Right now, most people play games in
Chelsea Howe
currently has slightly more female players than male, mostly aged 20-50. Spas can use Super-
Better as an additional resource for clients who
are looking to achieve personal health or wellness goals. Operators can also create their own Power Pack to complement their brand, product philosophy and approach to health and wellness. Alternatively, Super- Better Labs has developed Power Packs that blend in-game content, scientific research and expert advice from leading doctors, psychologists and researchers.
brief spurts throughout the day: online or on their phones. Most spas have few – if any – offerings that are accessible on the go and take less than five minutes. By integrating games into their repertoire – to induce feelings of relaxation, com- fort, serenity and confidence, just like spa services do – spas can integrate their pro- grammes into client’s lives even after they leave the building. In addition, spas could use elements of
games – like tracking progress towards a bigger goal or giving clear feedback – to make clients feel like every visit is a step towards a serious and tangible improvement in their lives. Instead of just arriving for a treatments, clients would feel like they’re starting a journey towards a lifestyle that is more mindful, stress free and focused.
Howe has headed up the design of SuperBetter for the past 10 months and has just received the 2012 Ris- ing Star Award from Women in Gaming. Details:
www.superbetterlabs.com
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CASE STUDY
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