COLLECTING MEANINGFUL DATA FROM A GAME
The backbone of Tracing Tomorrow is the gamified survey. Oxford University’s aim was to collect data on how young people feel and behave when faced with ethical dilemmas about their mental health, well-being, and identity in the context of predictive technologies.
There were two objectives to the data collection: data used in research of the ethics of mental health prediction, and data validating or invalidating the success of a digital platform as a means of gathering research and delivering information. To meet these objectives the game gathered three types of data: demographics, gameplay choices and gameplay analytics (before, during, after gameplay).
The gameplay analytics were useful to understand the drop-off and validate data integrity (i.e. if someone didn’t finish the game then their gameplay data was not complete). Other data helped to detect if players engaged with the learning content. Facts delivered in the world about mental health were hidden behind the requirement to tap an icon and once onboarded to the ‘find facts’ mechanic, the Oxford University team was able to measure how engaged players were with learning content based on the number of facts discovered.
By turning the survey into a game, something conventionally dry becomes an engaging, playable and fun experience. Unlike the data tracking technologies mentioned in the game, all choices in the game were recorded anonymously. PRELOADED set up an analytics solution that ensured that there was no way to link any data to a player’s identity.
The finished product is a seamless synthesis of data research, emotional storytelling and exploration of a weighty, current topic. Within 4 weeks of launch, the game had already delivered meaningful results. Over 15,000 young people had played the game with a completion rate of 41% (in comparison, a high completion rate of a 30 second video sits at around 20%) which proves how effectively the format engaged the target audience.
Most importantly the game, supported by the wider influencer marketing campaign, encouraged a conversation amongst young people around mental health topics.
https://www.instagram.com/p/B71fRH1lQ18/ – ‘ Yes broo! facts though mental health is no joke and this technology will be massive help ??’
https://www.instagram.com/p/B71Wfg0nDVc/ – That’s amazing! Thank you for voicing the topic⭐️❤️
https://www.instagram.com/p/B70tJidDY3S/ – ‘Only by speaking out can we create lasting change. And that chance begins with speaking out’
A note from our project partner BeGood: We can all experience mental health challenges from time to time, especially – but not always – at stressful points in our lives like exams, changes in family relationships, or when experiencing loss. If you want space to talk to someone confidentially about anything you’re going through, you can find a list of services who can provide support here.