By Bonnie Feldman, Ellen M. Martin, Melinda Speckmann
Digital games can help us stay sharp by exercising different parts of the mind. This includes short and long-term memory, speed, accuracy and efficiency in processing information and solving problems.
The market for brain games is still in its infancy, with emerging companies taking three different slants toward market development.
1. Capture the consumer market and exploit the data generated by users.
Lumosity has captured 50 million consumers by creating engaging games with fun user interfaces. The program includes:
- A personalized brain-training program that allows users to choose which cognitive functions they want to improve.
- More than 40 games that test memory, attention, flexibility, speed of processing, and problem solving.
- Machine-learning algorithms that find the sweet spot — not too hard and not easy — for the user, making the questions just right.
The Human Cognition Project (HCP) has built a database of 1 billion gameplays from those 50 million users of Lumosity to better understand how to improve their brain-training program.
- The HCP has completed 15 peer-reviewed studies that show the benefits of using Lumosity including:
- relationship between the use of Lumosity and cognition,
- validity of the Brain Performance test compared to other intelligence tests,
- improving everyday life in different demographics and age,
- learning improvement in the mentally handicapped.
- Currently, there are currently 38 ongoing studies.
2. Start with research and then use output to build a brain assessment and training program for the consumer market.
- Integration of 50,000 data sets from screening questionnaires, cognitive assessments, genetic profiles and MRI and fMRI scans
- 5,000 healthy controls from ages 6 to 100 years
- 1000 subjects with diagnoses such as depression, schizophrenia and mild cognitive impairment
- Standardized measurements and procedures that allow the comparison of brain function across disease state.
Ongoing research includes:
- BRISC, an online questionnaire that identifies possible mental diseases as well as coping ability. (i.e. depression).
- WebNeuro assesses a person’s cognitive ability and efficiency, and then sends a report to the patient’s clinician.
- International Studies to Predict Optimized Treatment Response (iSPOT) are two global studies to identify biomarkers and develop companion diagnostics to better diagnose and treat depression and ADHD.
- Commercialize the outcomes of the research into a brain assessment and training program for corporate wellness programs.
- MyBrainSolutions is a brain-training program with 24 games to help improve cognitive and emotional functioning.
- Through monitored breathing, MyCalmBeat program trains users to decrease heart rate and better control stress.
3. Start with research and focus first on products for the professional market.
CogniFit, provides scientific assessments and brain training programs to professionals and consumers.
- 50 different kinds of assessments and training tasks.
- Measures 25 key cognitive skills such as working memory, eye-hand coordination, concentration and response time to personalize the experience.
- Global availability in more than 13 languages
- A professional platform
Ongoing research is generating data collected from its users to improve the product.
These examples show three different approaches to building this market. Lumosity began with an engaging front end and is now enriching the data back end. Brain Resource began with data and is adapting their training for the corporate health and wellness market. Cognifit is a hybrid, using its initial data to create products for the professional market but with consumers targeted through providers.
Finally, can these collective new data sources for brain training ignite a growing market for personalized learning?