Zamzee Case Study - How Gamification Boosted Kids’ Physical Activity by 59%

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Gamified Zamzee Boosts Kids’ Physical Activity by 59%

Challenge

•Createayouth-focused,gamified, online experience

•Inspirekidstoparticipateandstay motivated

•Driveincreasedactivitylevelstoimprove health

Solution

•TheZamzeeactivitymetertomeasure movement

•TheZamzeemotivationalwebsite,featuringBunchball’smarket-leading Nitro gamificationplatform

•Acombinationofextrinsicandintrinsic rewards to initiate and sustain behavior change

Results

•59%increaseinparticipants’moderate-to-vigorous physical activity

•Positiveimpactonbiologicalriskfactorsassociatedwithheartdisease and diabetes

•Anengaging,interactiveprogram that makes physical activityapartofdailylife

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Zamzee is a social enterprise on a mission to help kids and their families make physical activity a fun part of daily life. Originally developed by HopeLab, Zamzee is an activity meter and motivational website meant to increase physical activity levels and, in doing so, help fight the sedentary behavior epidemic in the U.S., a key risk factor associated with obesity, heart disease and diabetes.

Bunchball’s Nitro gamification platform is a key part of the zamzee.com motivational experience. Zamzee’s gamified website--optimized through a series of scientific studies to initiate and sustain positive behavior change--allows kids to view their activity levels, earn points for movement, achieve goals, select rewards and customize their experience by designing their own avatar.

A six-month study showed that the Zamzee program increased physical activity in kids by an average of 59% and had positive impact on risk factors associated with heart disease and diabetes.

ChallengeAccordingtotheWorldHealthOrganization,sedentarybehavioristhefourthleadingcauseofdeathglobally.Researchshowsthatlackofphysicalactivityisamajorriskfactorforobesity,heartdisease,type2diabetesandsomecancers,contributing to 5.3 million deaths annually. Research shows that physical activity can have positive impact on physical health, as well as psychological well-being.

AtZamzee,thecompany’ssocialmissionistogetkidsandfamiliesmorephysicalactiveasawaytoimprovehealth.However,youngpeopletodayoftenlacktheopportunity and motivation to exercise, particularly as technology and media increasinglycompetefortheirattention.Zamzeesetouttocreateaprogramthatcombinedthefunofgamesandthescienceofmotivationtoboostphysicalactivitylevels in participants.

SolutionTheZamzeedeviceisanactivitymeterwornonabeltorcarriedinapocketthatmonitors physical activity throughout the day. Users regularly plug their devices into their computers and upload recorded physical activity data into their online personalprofile.Theprofileisakeypartofthemotivational,game-basedwebsite,designed to initiate and sustain behavioral change based on scientific principles. Throughthesite,kidsmayviewtheiractivitylevels,earnpointsformovement,achievegoals,andconvertdataintopointsthatcanberedeemedforvirtualgoodsand real-world rewards.

“This study shows that technology is not just part of the problem; it can also be part of the solution in helping kids to be more physically active.”

- Steve Cole, Ph.D.Professor of Medicine, UCLA

HopeLab VP of Research and Development

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Copyright©Bunchball,Inc.,2013.Allrightsreserved. January 2013

About the Nitro Gamification PlatformBunchball’sgamificationengine,Nitro,istheindustry’smostscalableandreliablegamificationplatform,servingupto70millionunique users and 2.3 billion actions each month.Nitro’sflexibleandeasilyimplementedarchitecture enables businesses to create compelling,meaningfulandenjoyableexperiencesforconsumers,employees,andpartnersthatkeeptheminterested,focused,collaborative and highly productive. Nitro deliverstheindustry’smostcomprehensivesetofgamemechanicsandisavailableasaplatformforbuildingcustomizedgamificationapplications,orasaplatform-specificsolutionforleadingenterprisesystemsincludingJive,Salesforce.com,andothers.

About BunchballBunchball is the market leader and visionary in gamification. Powering the Engaged Enterprise,Bunchballenablesorganizationstoimprovebusinessperformancethroughouttheir ecosystem by creating highly active and loyal customers, employees, and partners. Bunchball’scomprehensivesuiteofinnovativecloud-based solutions empowers companies to engage and motivate, leading to improved employee productivity, customer loyalty and ROI.Bunchball’sworld-classcustomersincludeAdobe, HP, Cisco, Warner Bros., Comcast, LiveOps, VMware and Hasbro. Based in SiliconValley,Bunchball’sinvestorsincludeGraniteVentures,TrianglePeakPartners,NorthportInvestments,andCorrelationVentures.Formoreinformation,visit www.bunchball.com, ourblogat www.gamification.com,orfollow@bunchball.

Alloftheimagesusedinthisdocument,includingbutnotexclusiveto screen shots and gamification program components, belong to the respective site owners and may not be copied or reproduced.

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Results TheunprecedentedsuccessoftheZamzeeprogramisastrongtestamenttothepowerofgamification.Kidsareinspiredbythegamemechanics(points,levels,leaderboards,avatar)andgamedynamics(rewards,status,competition)oftheprogram, and they work hard to succeed.

AstudyofZamzeesponsoredbyHopeLabandRobertWoodJohnsonFoundationenrolled 448 middle-school-aged adolescents randomly assigned to two groups: ThosethatusedtheZamzeeactivitymeterandalsoreceivedaccesstothemotivationalwebsite,andthosethatreceivedaZamzeemeterbuthadnoaccesstothesite.Thestudyfoundthatthekidswithaccesstothegamifiedwebsiteshoweda59%increaseinmoderate-to-vigorousphysicalactivity(MVPA)overthosethatwereonlygiventhemeter.Theseresultspersistedthroughoutthesix-monthstudyperiod,andaccesstothegame-basedmotivationalwebexperiencewasthecrucialdifferentiator.

Significantincreasesinphysicalactivitywereseenacrossanumberofgroupsatriskforsedentarybehavior,includinga27%increaseamongoverweightparticipantsanda103%increaseamonggirls.Inaddition,studyresultsalsoshowedtheprogramhadapositiveeffectonkeybiologicalfactorsassociatedwithdiseases linked to sedentary behavior. Participants experienced reduced gains in LDLor“bad”cholesterol,ariskfactorforheartdisease,andalsoshowedimprovedbloodsugarcontrol,ariskfactorforType2diabetes

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