Why the public health sector couldn't create Pokémon Go

Area of Science:

• Public Health
• Digital Health
• Behavioral Science

Background:

• Pokémon Go, an augmented reality mobile game, has garnered significant attention from players and media.
• Despite exaggerated reports, the game demonstrates potential unintended health benefits.
• Commercial interests have exploited the app for unhealthy food promotion, highlighting a public health challenge.

Purpose of the Study:

• To explore the potential health benefits of the augmented reality game Pokémon Go.
• To examine how public health stakeholders can develop similar engaging mobile interventions.
• To address the challenge of commercial exploitation of popular apps for public health promotion.

Main Methods:

• Analysis of player-reported outcomes regarding physical activity, mental health, and community engagement.
• Review of media coverage and commercial utilization of the Pokémon Go platform.
• Conceptual framework development for public health mobile interventions.

Main Results:

• Players reported increased physical activity (walking), enhanced family time, improved mental well-being, and stronger community connections.
• The game's design elements (fun, pop culture relevance, broad audience reach, blended environments, competition, community) are difficult for public health to replicate.
• Companies promoting unhealthy foods leveraged the app's popularity for marketing purposes.

Conclusions:

• Public health must develop mobile interventions that incorporate pleasure, rewards, participation, and community to be effective.
• Agencies need to be agile and responsive, similar to health-harming companies, to create widely adopted health-focused games.
• The success of Pokémon Go underscores the potential of gamification in public health, but also its risks when commercialized.