Game Seniors to Manipulate Engagement

There are video games which have been validated as effective at slowing or even reversing deterioration in elderly adults’ motor skills and reasoning abilities. But fast-paced games don’t suit seniors well, and any improvements are limited to the specific skill required for the particular video game.
     What about the general idea of gamification with seniors—introducing characteristics of games into products and services in order to increase interest? After reviewing twelve studies of this idea, researchers at Finland’s Tampere University and Aalto University saw the advantages and suggested best practices to use those advantages. The mean age of the participants in the studies was 71 years.
     The term “gamification” may be relatively new, but the appeal of games in the life of the consumer certainly isn’t. Customers have always loved to play games used as sales promotions. Scratch-off discounts. Sweepstakes. “Design our new logo” or “Name our new service” or “Tell us in 25 words or less why you shop at our store.”
     In the twelve studies reviewed by the researchers, what differed from those gamification examples was the use of digital technologies and the payoff being personal improvement rather than an award from a retailer. Effectiveness was shown for games which improved diabetes control, reduced elderly depression, and increased feelings of empowerment. Other studies have seen success with games designed to convince seniors to exercise regularly and to avoid dangers, such as the danger of falling in the home, then show the seniors how.
     The gamification characteristics which seem important for such success include clear goals, levels of difficulty based on the player’s progress, indicators of progress such as points, and ways for the player to socialize. This last one could be achieved by having multiple game play via the internet. An alternative might be the ability of the player to compare their scores with what others have achieved.
     Moving beyond the twelve studies of digital gamification, board games for seniors encourage socialization. Marketing of such games can be challenging. Some years ago, Richard Gottlieb, respected authority on the business of play, spoke about working with a client who wanted to bring to market games designed for senior citizens. Both the game pieces and the print fonts were extra large. But Ghent University and Vlerick Leuven Gent Management School research indicated, ironically, that people think gigantic game pieces and super-large print are for young children, not mature elders.

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