Using applied games to engage mHealth users: A case study of MindMax

The current trend to use applied games to engage users with mobile health (mHealth) delivery systems continues to build, yet research as to its effectiveness is still sparse. This study evaluates the effectiveness of using two different casual games to drive meaningful engagement with an mHealth app. MindMax was produced by the Australian Football League Players Association to improve the mental health and wellbeing of young Australians. Interviews (N = 42) and app usage data of organic users (N = 2679) suggest that MindMax has sustained users' interest with the app by using the casual games as rewards for engagement. In addition, there is evidence that the gamification strategy was successful in drawing users back to the wellbeing modules. Mixed experiences with the more difficult game suggest the potential usefulness of game play data to inform more personalized mHealth messaging. Further uses for applied games in mHealth applications are discussed