Total Gaming Regeneration

EGHI 2020 Case Competition – Team 3

TGR

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Our Target Population

• University-age student
• Console player 
• Part of the estimated 10% of Chinese youth with Internet Gaming Disorder (IGD), on track to be part of 4.3% of Chinese adults with IGD⁵
• Potentially struggling with:
• Poor academic performance
• Social isolation
• Malnutrition
• Anxiety
• Reduced physical activity³

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Project Goals

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Reduction in self-reported internet gaming disorder (IGD), depression, and anxiety symptoms among freshmen university gamers at 10 universities across China

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Expand knowledge on the nature of IGD in Chinese university populations

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Raise awareness of the need for healthy gaming practices among Chinese gaming population

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Primary Goal: 

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Secondary Goals: 

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Collects daily data on participants  including:

• Mood 
• Nutrition
• Exercise
• Sleep
• Hours spent gaming
• gaming scores 

eJournal

Integrated health team reviews individual team member stats each week to provide customized recommendations to the team

Integrated health model

TGR provides aspiring elite gamers an opportunity to improve their gaming skills through 'responsible gaming’ and integrated team coaching.

TGR

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Celebrity Coaching

Fitness and Strength

Primary Care

Eye Health

Nutrition

Mindfulness

Team Bonding

Equipment for each TGR Team

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Alibaba.com

Fitness Tracker

TGR Jersey

Compression Socks

Blue Light Glasses

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Made using proto.io, repl.it, & VADER

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Image sources: Google Maps;  https://en.wikipedia.org/wiki/Dreaming_of_the_Tiger_Spring; http://www.zju.edu.cn/english/2018/0521/c19949a812627/page.htm; https://en.wikipedia.org/wiki/Zhejiang_University; https://musecasino.com/news/china-esports-city/

Zhejiang University (ZJU) Zijingang Campus

Dreaming of the Tiger Spring

Hangzhou Esports Town Arena

20-25 minute drive (buses available)

Hangzhou in Focus

Screening survey identifies 30 students for Pilot Phase 1

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Inclusion Criteria:

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• First-year undergraduate student at ZJU

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• 17-19 years old*

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• Moderate or high IGD risk composite score combining results from:

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• Internet Gaming Cognition Scale

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• Depression-Anxiety Stress Scale

Phase 1 will recruit 15 participants with moderate risk of Internet gaming disorder and 15 participants with high risk to evaluate intervention acceptability across broad at-risk population.

Pilot Timeline

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ZJU Autumn Quarter Begins

Aug.

Sep.

Oct.

Nov.

Dec.

Jan.

Meetings with university administration; preparation for initial survey

ZJU Autumn Quarter Exams

ZJU Winter Quarter Begins

ZJU Winter Quarter Exams

Initial survey administration on ZJU Zijingang Campus

3 sessions per week for 11 weeks (early October to mid December, 1 week off for exams)

Phase 1 follow-up survey, focus groups

Contact eligible Phase 1 participants, confirm participation

ZJU Spring Quarter Begins

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Phase 1 data analysis, adjustment for Phase 2 (continued)

ZJU Spring Quarter Exams

ZJU Summer Quarter Begins

ZJU Summer Quarter Exams

Contact eligible Phase 2 (virtual) participants, confirm participation

3 sessions per week for 11 weeks (mid March to late May, 1 week off for exams

Phase 1 follow-up survey, focus groups

Phase 2

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(Virtual, n = 100)

Phase 1

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(In-person, n=30)

ZJU Summer Holiday

ZJU Winter Holiday

Phase 1 data analysis, adjustment for Phase 2

Five-year scale-up reaches 10 universities

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On-site support teams present to coordinate at each university

Integrated Mentor Team remotely monitors from TGR HUB and provides team feedback

Annual Interscholastic tournament will be hosted at the LGD arena in Hangzhou

TGR, a boon for China’s esports industry

• Streaming revenue
• University league
• Positive feedback loop
• Annual eSports tournament brings revenue to Hangzhou and esports industry

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"It's not as good as other people think. If you're not famous, you will be lost. And you won't know what to do. You can choose another career then, but with a lot of physical damage to your body.”

- Yan Junze, 23-year-old retired Chinese eSports professional

Changing the narrative around esports by:

• increasing longevity of player performance
• Building a sustainable pipeline of future revenue-generating celebrity players

The short term benefit: a positive economic impact for eSports

A long term strategy: TGR’s boosts eSports public image

Esports’ growing public relations problem

TGR’s positive impact for esports

Economic impact in focus

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Spirit wear/swag

Food/Beverage

eSports arena

eSports advertising

Celebrity endorsement

Hangzhou tourist economy

Annual University Competition

$5 million revenue

over 5 years

Hotel/Travel

Year 1 Pilot Budget

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Pilot budget focuses on professional staff and software developer time to show ‘proof of concept’.

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5-Year Scaled Budget

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14.6%

35%

9.5%

32%

8.5%

Project Personnel

Care Team

Student Teams

Administration

Annual Competition

Stakeholders & Partners

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TGR

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Gamers in the 10 target universities

Data Collection & M&E

Outcomes contributing to goal:

1. Improved access to and utilization of physical and mental health professionals in the target population
2. Improved physical wellbeing among program participants
3. Enhanced practice of moderation and mindfulness by program participants
4. Increased quality social interactions among program participants

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Primary goal restated:

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Reduction in self-reported Internet gaming disorder (IGD), depression, and anxiety symptoms among freshmen university gamers at 10 universities across China

https://revenue-hub.com/big-data-need-data-strategy/

Risk and Mitigation Strategies

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TGR

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Thank You

Team 3: Paul Elish, Amanda Fitzpatrick, Kara Goldstone, Bethany Larkin, Sam Leff, and Linda Qiu

TGR

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Appendix

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Program Details

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Years 2 to 5 scale-up

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Semester 1

Semester 2

Meetings with university administration; preparation for initial survey

Initial survey and marketing; confirm participation

3 sessions per week for 11 weeks

Midyear analytics; focus group discussions to tailor to each university

3 sessions per week for 11 weeks

Intra-school tournament

Interscholastic tournament

Semester 1

Semester 2

Initial survey and marketing; confirm participation

3 sessions per week for 11 weeks

Midyear analytics

3 sessions per week for 11 weeks

Intra-school tournament

Interscholastic tournament

End of year analytics

End of year analytics

Year 2 (first year of scale-up)

Years 3-5

5-year Gantt Chart

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Each element of TGR is backed by evidence-based theory of change

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Control component of Theory of Planned Behavior states that perceived barriers influence behavior change². Providing  resources to live a healthy lifestyle easier will make it more likely participants will live a healthy lifestyle.

eJournal 

Behavioral component  of Theory of Planned behavior states that people need to see the value of changing their behavior². eJournaling will link their excessive gaming with poorer mood and success in game, which will motivate them to change their behavior.

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Team- based Socialization 

Social norms theory states that change cannot occur in isolation². Socializing with team members will provide a social network of support as well as show participants that peers support moderate gaming habits.

Integrated health model  

Celebrity Coach Recruitment

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Participant Selection

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Low Risk

Middle Risk

High Risk

Risk of IGD determined by the composite score of IGD Cognition Scale and Depression/Anxiety Stress Scale

Phase 1: Test Case (In-Person) 

Phase 2: Digital Therapy

(Virtual)

Pilot Year

Click to add text

Scaled Program: 10 University (Virtual)

Telemedicine

30 participants

+70

100 participants

1600 new participants

Scaled Participant Calculation:

• 10% of the 10 university student population = 16,000 at risk of IDG
• Estimate 10% of 16,000 will participate = 1,600 scaled participants

Monitoring and Evaluation

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eJournal and Data

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Lexicon-based Sentiment Analysis

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Miserable Worse Bad Sad Neutral Fine OK Good Happy Ecstatic

Score Calculations

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Punctuation

Capitalization

Degree modifiers

“but”

negation

Hutto, C.J. & Gilbert, E.E. (2014). VADER: A Parsimonious Rule-based Model for Sentiment Analysis of Social Media Text. Eighth International Conference on Weblogs and Social Media (ICWSM-14). Ann Arbor, MI, June 2014.

How will we use the data?

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https://towardsdatascience.com/a-friendly-introduction-to-support-vector-machines-svm-925b68c5a079

Budget

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Budget- YEAR 1�Pilot 1 & 2

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Budget- YEARS 2-5�Scaled to 5 YEARS

Projected ‘esports’ revenue for annual competition over 5 years

Budgeting Assumptions

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Assumptions:

• Salaries were determined using Salary Expert
• Alibaba was used for supply calculations of smart watches, glasses, jerseys, and compression socks
• Exchange rate of 1 Chinese Yuan to 0.14 USD used
• All staff hires are assumed to be Chinese. No US staff were budgeted for.
• A public health ad campaign (TV and social media) will be initiated in years 2-5 to promote TGR and gaming well-being

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Sources

1. Academic Calendar. (n.d.). Retrieved from https://www.zju.edu.cn/english/19600/list.htm.
2. Behavior Change Models. (n.d.). Retrieved from http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/BehavioralChangeTheories_print.html.
3. Greenfield. (2018). Treatment Considerations in Internet and Video Game Addiction: A Qualitative Discussion. Child Adolesc Psychiatr Clin N Am. 27(2): 327-344. https://www.ncbi.nlm.nih.gov/pubmed/29502754
4. King DL, Delfabbro PH, Wu AMS, et al. Treatment of Internet gaming disorder: An international systematic review and CONSORT evaluation. Clin Psychol Rev. 2017;54:123–133. doi:10.1016/j.cpr.2017.04.002’
5. Saunders et al. (2017). Gaming disorder: Its delineation as an important condition for diagnosis, management, and prevention. J Behav. Addict, 6(3): 271-279. https://www.ncbi.nlm.nih.gov/pubmed/28816494 .
6. Wang et al., "Cross-cultural validation of the Depression Anxiety Stress Scale-21 in China" 
7. Westcott, B. & Fang, N. (13 December 2019). They train 14 hours a day, 7 days a week, chasing million-dollar paydays. Meet China's new breed of esports athletes. Retrieved from https://www.cnn.com/2019/12/30/tech/chinese-gamers-competition-intl-hnk/index.html.
8. Yu et al., “Validation of the Chinese Version of the revised internet cognition scale among adolescents in China: maladaptive cognitions as potential determinants of Internet gaming disorder” (2019) 

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Image Sources

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• Slide 1: https://leagueoflegendsguidebobby.weebly.com/learn-characterschampions.html
• Slide 2: https://seekingalpha.com/article/4271691-look-esports-trend-and-main
• Slide 3: https://www.pymnts.com/subscription-commerce/2019/online-gaming-subscription-competition/
• Slide 8: https://images.app.goo.gl/XhrXAUrhtpSPYFjy5; https://www.freepnglogos.com/pics/twitch-logo-png ; : https://chinamedicalboard.org/partner/center_health_statistics_and_information_ministry_health_china ; https://wun.ac.uk/wun/members/view/zhejiang-university 

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Image Sources

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• Slide 30: https://www.pngkey.com/detail/u2e6y3t4a9r5w7u2_work-injury-center-hand-finger-injury-icon/; https://www.continuityprograms.com/ ; https://www.iconfinder.com/icons/1008699/global_industry_globe_internet_network_technology_web_world_icon; 
• Slide 24: https://www.flickr.com/photos/anekoho/34706380230; https://news.d.umn.edu/news-center/news/apaa-conference; https://www.alamy.com/an-asian-doctor-who-is-remotely-consulting-with-a-patient-telehealth-concept-image259761329.html 
• Slide 6: https://www.alibaba.com/
• Slide 31: http://www.iconarchive.com/show/noto-emoji-people-profession-icons-by-google/10320-woman-scientist-icon.html; https://www.freeiconspng.com; https://www.iconfinder.com/icons/2403935/error_minus_negative_stop_warning_icon; https://www.iconfinder.com
• Slide 32: https://towardsdatascience.com/a-friendly-introduction-to-support-vector-machines-svm-925b68c5a079
• S-companies-involvedext
• Tiger logo - https://liquipedia.net/dota2/TNC_Tigers

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Recruitment & Pilot Timeline 

• Mention partnership (famous Chinese gamer) and stakeholders
• Reference budget
• to produce holistic gamers capable of handling the pressures of elite gaming and succeeding
• �Unclear what the problem is and the scope: underlying goal to learn and collect data to learn about this issue; maximize the opportunity to learn more//flesh out the condition; goal to define the status of the problem how severe is it?
• Actual determine the state of affairs in ‘gaming’ addiction;  (2) Get treatment to those who need it during the pilot
• Small changes for cumulative change
• �

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TGR

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