“Play your medicine.” That’s the tagline for Akili Interactive’s EndeavorRX, a singleplayer obstacle-dodging, target-collecting game for iPhone and iPad. It’s the first video game to be approved by the FDA as a prescription for kids with ADHD.
EndeavorRX underwent seven years of clinical trials studying over 600 children. One-third of kids treated “no longer had a measurable attention deficit on at least one measure of objective attention” after playing the game for 25 minutes a day, five days a week, for four weeks. These improvements lasted for up to a month following treatment.
Proving to be more than a mindless distraction, doctor-approved gaming marks a huge milestone for healthcare alternatives.
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Glossary
An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.
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