By incorporating the engaging elements of games, we can promote behavioural change in a fun and effective way. This is why serious games and behavioural change go hand in hand. They make an ideal combination for achieving meaningful transformation.
How does behavioural change work?
Behavioural change doesn’t have to be difficult. For example, if you offer an employee a 20% bonus for walking for 30 minutes during their lunch break each day for a month, they are likely to do it. However, it’s unlikely that they will continue walking after the bonus period ends, and the motivation provided by the bonus may only be temporary.
Extrinsic motivation is heavily influenced by environmental and external factors, rather than an individual’s internal drive. Extrinsic motivation works through rewards or punishments. As soon as the reward or punishment disappears, so does the motivation.
That being said, this method can be effective in certain situations. For instance, when receiving a one-time discount when signing up for a monthly subscription.
Intrinsic motivation works differently. It is driven by your internal desire to make changes, rather than external rewards or pressures. Achieving intrinsic motivation requires self-awareness and an understanding why behavioural change is necessary.
These two types of motivation are not completely independent of one another. Extrinsic motivation can gradually transform into intrinsic motivation over an extended period.
Let’s go back to the example of the employee who is offered a 20% bonus for walking 30 minutes during their lunch break for one month. After the first month has ended, the employee will stop receiving the bonus. Studies reveal that it takes about 66 days to develop a new habit, meaning it takes this long for a new habit to be naturally integrated into daily life.
Now, imagine the employer decides to offer the reward for 3 months instead of just one. In that case, the employee is more likely to experience the benefits of exercising for 30 minutes every day. Perhaps they feel healthier, more focused, and happier. This helps to grow their intrinsic motivation. The employee becomes aware of the goal and has a personal reason to do it. As a result, there is a higher likelihood that the employee will continue walking even after the bonus period ends.
Behavioural change and games
Serious games provide external motivation to complete tasks. These games include a challenge, an action, and a reward. So why are games effective in promoting behavioural change, creating awareness, and growing intrinsic motivation? The answer: experience and engagement.
Experience: stories make memories
The impact of games on behavioural change has been widely studied. Researchers concluded that video games with storylines positively influence health-related behavioural change.
Storytelling in games helps people understand the importance of changing behaviour. By immersing the player in a virtual world filled with interesting characters and a compelling storyline, games make an impression and create lasting memories that help reinforce the ‘moral of the story.’ This makes the player less likely to revert to old habits and more likely to adopt new, positive behaviours.
Engagement: we love games
Games are fun. The higher the entertainment value, the more engaged we are. Several techniques increase engagement in games:
- Daily login bonus: players get a bonus every day they log in.
- Levels: serious games are often level-based. When players improve, they reach a higher level, which keeps the game challenging.
- Rewards: Successful actions are rewarded with in-game rewards (such as points).
- Leaderboards: a visual representation (ranking) that allows players to compete with each other.
- Feedback: players receive direct feedback on their actions. Even when making the wrong decision, the game ensures that the player will understand without feeling attacked.
At Grendel Games, we often create serious games to promote behavioural change. We typically deploy them for a minimum of three months. As mentioned before, learning a new habit takes an average of 66 days, which is a considerable amount of time. However, the engagement and enjoyable experiences games provide, ensure people continue to play. As a result, the message is delivered more effectively, increasing the likelihood that the player becomes intrinsically motivated to continue the desired behaviour.
In practice: Greenhabit
We make games aimed at behavioural change. A great example is Greenhabit: a game that makes improving your health fun.
In Greenhabit, players receive a daily challenge. This challenge, message or question is focused on one of the 5 pillars of a healthy lifestyle:
- Healthy nutrition
- Exercise
- Relaxation
- Positive thinking
- Social environment
In a 12-week adventure, players complete as many daily challenges as possible. Points and badges serve as in-game progress rewards. You can also win physical rewards, such as a healthy food box from the local supermarket.
You’re not alone on this adventure. You play the game with a colleague and a buddy outside your company. By working together, the players keep each other motivated and return daily.
The game has a combination of teamwork, refreshing content and challenges, appropriate rewards and insight into your progress. This makes the game interesting to play, exposing players to the desired behavioural change for a longer period. This way, Greenhabit excitingly ensures a healthier lifestyle.
Let’s play!
A well-developed serious game is the perfect way to realize behavioural change. It can be applied in an infinite number of fields, like healthcare, education or sustainable projects.
