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Jamie Smith

Mindforce Game Lab joins AstraZeneca’s BioVentureHub

Mindforce Game Lab, a Swedish digital health company creating games that nudge people into healthy habits, is locating a development team in AstraZeneca’s BioVentureHub in Gothenburg. The aim is to facilitate interactions between top game designers and leading life scientists to build games that can increase adherence to medicines and healthy lifestyle routines.

Medicines don’t work if people don’t take them. Despite this, only every other person takes their medication as prescribed. This is a fundamental challenge for treating many chronic diseases, in terms of patient outcomes, as well as the overall burden on healthcare systems.

Although there are products that help patients with extrinsic motivations, such as reminders and notifications, Mindforce Game Lab focuses on intrinsic motivations; designing games that build in feelings of companionship, belonging and purpose. Patients learn how healthy routines, such as sleeping well, eating well, exercising regularly and adhering to prescribed medication, can improve feelings of well-being. This builds an inner driving force to want to change behaviour and to maintain a healthy lifestyle.

Emma Lundberg, Professor at KTH Royal Institute of Technology in Stockholm and founder of Mindforce Game Lab, says “One of the core ideas at Mindforce is to use machine learning and AI to nudge our ‘playtients’ into healthy behaviour. Locating in the BioVentureHub and being close to AstraZeneca’s world-class scientists will make it so much easier for us to better understand how we can build, adapt and improve dynamic patient experiences along the curve of different disease trajectories.”

Magnus Björsne, CEO of AstraZeneca’s BioVentureHub, says, “We are thrilled to welcome Mindforce Game Lab into the BioVentureHub. With their potential to motivate, engage and educate, games are a powerful tool to drive positive behavioural change. Only your imagination sets the limits on what could be possible.”

About Mindforce Game Lab - please visit www.mindforcegamelab.com