The majority of consumers believe video games should encourage physical
activity and that "physically active" video games can complement
traditional exercise, according to a new survey released today by
UnitedHealth Group (NYSE: UNH).
The survey of 1,015 adults, age 18 or older, found that nearly 75
percent of respondents believe that video games should include a
component that encourages physical activity. Also, 70 percent said that
physically active video games - defined in the survey as video games
that require body movements to control the activity on the screen - can
complement or supplement traditional exercise.
More than half (54 percent) said that physically active video games
would encourage them to be more active, while 60 percent of survey
respondents with children in the household said children should be
encouraged to play physically active video games as a complement to
traditional exercise.
"Even as we continue to study the clinical impact of video games on
health, this survey shows that there is a real interest among consumers
in games that promote at least some physical activity," said Richard
Migliori, M.D., executive vice president of health services at
UnitedHealth Group. "We believe that the intersection of health and
video gaming holds enormous potential benefit for individuals, families
and the entire health care system, and we are continuing to explore ways
to make this a reality for consumers."
"As a physician, I believe people of all ages and abilities can benefit
from some sort of physical activity, and when it comes to video games,
I'm thrilled to see people getting up off the couch and enjoying video
game play and competition that exercises their heart, lungs, extremities
and mind," said Bill Crounse, M.D., Microsoft's senior director of
worldwide health. "UnitedHealth Group's survey shows that consumers are
looking for ways to combine physical activity with entertainment for the
whole family through video game devices like Microsoft Kinect for XBOX
360."
Video Gaming Innovations at UnitedHealth Group
UnitedHealth Group has been exploring ways to infuse video games and
gaming elements into health and wellness activities for consumers in
order to boost people's engagement with their health and improve their
well-being. The company's efforts are focusing on three areas:
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Gameplay, which leverages games that people can play to improve
their health;
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Gamification, which incorporates game mechanics and psychology
to make health and fitness more engaging and fun; and
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Game technology, which explores how technologies and devices
traditionally built for video gaming may be used in nontraditional
ways to improve patient care and condition management in clinical and
home settings.
"UnitedHealth Group's innovations demonstrate that the health care
industry, like the video gaming industry, can be extremely effective at
engaging people," said Bud Flagstad, senior vice president, software
innovation & technical product services at UnitedHealth Group. "Our work
with video gaming is to continue to find new ways to better engage
people in their own health and to improve patient care."
In recent years, UnitedHealth Group has launched several programs with
video gaming elements, including:
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UnitedHealth Group's JOIN for MESM program,
which is helping children with extra weight and whose BMI is above the
85 percentile reduce extra weight and develop healthier habits. The
program, piloted with the Y of the USA, has the potential to become a
national model for fighting the nation's childhood obesity epidemic.
Half of the children enrolled in the current JOIN for ME pilot have
been provided with an Xbox with Kinect and two exercise-focused video
games. The study will evaluate if access to the games has an impact on
physical activity and/or weight management outcomes compared to kids
who do not have the Xbox/Kinect and activity based games. The study is
being conducted across three states: Texas, Rhode Island and
Massachusetts.
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Baby Blocks, which utilizes a game-like interface and
incentives to support pregnant Medicaid plan members in receiving
prenatal care, as well as encourage well-baby visits.
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OptumizeMe, a health and wellness mobile application that
enables users to create fitness challenges and invite their friends to
join.
UnitedHealth Group Executives to Speak at Upcoming Gaming
Conferences
UnitedHealth Group executives will present at several related technology
conferences in the coming weeks:
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UnitedHealth Group is sponsoring the panel discussion "Gaming for
Health" at Internet
Week on May 15 in New York City. The panel, moderated by Fast
Company's Senior Digital Editor Morgan Clendaniel, will explore
how consumers' engagement with video gaming and social media is
affecting the management of their personal health. Panelists include:
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Games for Health & Digitalmill: Ben Sawyer, co-founder
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HopeLab: Ellen LaPointe, vice president of Strategic Partnerships
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SuperBetter Labs: John Yost, CEO
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UnitedHealth Group: Bob Plourde, vice president of Innovation and
R&D
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Plourde will present at the Games
for Health conference, June 11-14, in Boston.
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Richard Migliori, M.D., along with and Nick Martin, vice president of
innovation and R&D at UnitedHealth Group, will speak at the Digital
Health Summit, June 14-15, in San Diego.