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TRENDS


Whether online or off, spas need to realise that they have a strong advantage and opportunity in wellness gaming


on online wellness gaming, they don’t have to be online to be powerful: think of the many engaging ways spas could integrate games and gaming mechanisms, rewards and social contests and challenges into their real-world programming. T e branded Biggest Loser weight-loss spa resorts in the US, which are based on the social, challenge-focused premise of the popular TV show, launched in 2009 and are now opening their third des- tination in New York state. Whether online or off , spas need to real-


ise that they have a strong advantage and opportunity in wellness gaming, because the


Online wellness gaming is projected to generate US$2bn in revenues by 2015


work they do forges real and powerful con- nections with – and between – guests. T ese connections are far more real than what’s off ered by most existing generic, online well- ness gaming communities. In our SpaFinder Trends Report we also note that online gaming is part of a wider


trend we see percolating in the spa industry: spas extending their connection to custom- ers, to move beyond the sporadic visit model and establish programmes to forge longer- term, more profi table relationships. ● See p12 for a biography of Susie Ellis and p52 for our interview with her.


Ian Bogost, video game designer, philosopher, critic and researcher


R


ole playing is the most compelling component in games – there’s


something intrinsically appeal- ing about being someone else whether you’re a space marine or just a farmer. But what makes games different to any other media is having a response to a choice you make and to see that decision matter inside a simulated environment. There are other gaming elements such


as presenting a challenge, socialisation, rewards and status (think scoreboard). And there’s a trend – especially in marketing – to extract these features and apply them to other online and offl ine services. For exam- ple, collecting rewards for using a service or distinguishing loyal customers on a leader board. Yet these elements are secondary systems that only really matter if they’re connected to a primary system (a game) that provides that compelling experience. There’s a lot of disagreement about the gender dynamics in games too. One


going to continue with games such as Nike+. There will also be development in the clinical sec- tor – games produced for medical professionals, such as for training surgeons, or games for patients. There’s certainly an emerging


Ian Bogost


Games for fi tness will continue, with programmes such as Nike +, says Bogost, but there’s an emerging trend towards relaxation and meditation games


argument is that men are motivated by competitive games and women by collab- orative or social games. But it’s hard to know how true these claims are as they’re usually the result of small studies and are very generalised. Games on Facebook, for example, are mostly social but are played by men and women alike who are of all ages. Yet there certainly isn’t the same gen- der disparity there used to be – over half of adult players these days are women. Exercise games aren’t new, they go back some 25 years and this physical use is


trend in the relaxation/meditation games arena. Deepak Chopra’s Leela is a good example, while Wild Divine with its whole body relaxation training programmes launched in 2002. There are also new styles of games such as PlayStation 3’s Flower that are less about action and more about contemplation and observation.


If spas tap into gaming, they would need


to offer more than just a technical improve- ment. I could see it working by making a connection between an on-site service and something clients take away that maintains the spa experience in some way.


A professor at The Georgia Institute of Technology in the US, Bogost teaches com- putational and digital media programmes. He’s written books on video games and is the co-founder of game design fi rm Persua- sive Games. Details: www.bogost.com


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CASE STUDY


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