Future Now
The IFTF Blog
Humana jumps on the games and health bandwagon
I have previously taken note of Cigna's commitment to HopeLab's Re-Mission game ("CIGNA's got game"), and more recently have posted about Kaiser's adoption of the video game, "The Incredible Adventures of the Amazing Food Detective." Now it turns out that health insurer Humana Inc. has also recognized the potential games have to promote health.
According to last month's press release announcing the initiative,
A team has been established within Humana's Innovation Center to find the best ways to connect with consumers using game technology. In collaboration with Serious Games pioneer Digitalmill Inc., Humana is evaluating all aspects of the games for health space. Humana is also sponsoring students from the University of Southern California's GamePipe Laboratory for advanced research and development of new game interfaces in an effort to tie real world exercise to virtual worlds.
Grant Harrison, vice-president of Humana's Integrated Consumer Experience, is quoted as saying,
'We know that electronic games are here to stay. . . . When you think of video games, you typically think of “couch potatoes†sitting in front of the TV, playing for hours. We don't see the future that way. We see health games changing behaviors, basically the way families learn and engage in physical activity to improve their health.'
In the interest of full disclosure, I have to note that Humana is an IFTF Health Horizons Program member. And it is likely that some Humana execs attended our Spring Workshop on Games and Health. (You can link to IFTF Research Affiliate Richard Adler's PowerPoint presentation, "The Future of Games & Gaming" on the left.) Perhaps they were influenced by the experience?! I don't know, but I am eager to see where this bandwagon takes us.