A report that was released at the end of July highlighted the emergence of gamification in mobile services, especially in mHealth. In the report, the term gamification is defined as “the use of gameplay mechanics for non-game applications. The term also suggests the process of using game thinking to solve problems and engage audiences.”

Therefore, in the realm of healthcare, gamification refers to the use of game mechanics or game principles in mHealth applications. In some mHealth circles, a sub field has emerged call health games, which are games that are intended to improve the health of the users. The report suggests that gamification is the future of mobile, web and social media technology.

These gaming apps are designed to alleviate health burdens by promoting healthy behaviors and actions, and educating users on the nature of the burden itself.

For instance, there could be a gaming app on the importance of having an insecticide treated bed net for malaria prevention. The app could educate the user on how malaria is contracted and how to treat it by presenting a series of questions to answer for a prize.

At its most basic level, these apps can reward the user with virtual or actual incentives as they complete certain actions that attenuate a health burden. The incentive encourages the user to perform the action.

A recent Gartner report predicts that by 2015, more than 50% of organizations will gamify their innovation processes. “By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70% of Global 2000 organizations will have at least one gamified application,” says the report.

SCVNGR founder Seth Priebatsch agrees. “It feels like the next natural evolution of human-technological interaction to me,” he says. As we complete the social layer, we’ll begin construction in earnest on the game layer.”

In the realm of health, gaming apps can be used as tools to encourage a diet plan, educate about a disease, promote drug adherence, and present treatment options. According to experts, one indirect result is that along with promoting certain actions towards improving health, the games may also generate positive attitudes and improve emotional states towards achieving better health.

In the developing world, one such app exists called Freedom HIV/AIDS that was implemented in India and Africa. Designed to promote HIV/AIDS awareness, the app offers games themed for its location. For instance, in India, safety cricket, and Quiz with Babu were just some of the games through which HIV/AIDS awareness was promoted.

Text to Change(TTC) is another mobile service that offers gaming apps to its participants. Implemented in Africa, TTC offers quiz games that educate participants about different health burdens. In the end of the quizzes, incentives are provided to the participants. TTC’s services have been popular with UNICEF, WHO, UN and USAID initiatives.

The games are a great way to engage people with health campaigns that may otherwise be neglected due to lack of social interaction. Another report says that gaming apps can help overcome the guilt associating with failing to complete a health program. The report says, “ Games help patients manage that guilt.  The game navigates patients through their story of successes and failures until they ultimately become victorious.”

If this is one of the roads that will be embarked by mHealth apps, and mobile apps as a whole, at least it will be a fun one. After all, when was the last time anyone had fun learning about HIV/AIDS or vaccinations?