BI to Launch Beta Version of its Syrum FaceBook Game on September 13, 2012

John Pugh, Director of Digital for Boehringer Ingelheim GmbH (BI), announced that BI will release a BETA version of the FaceBook game SYRUM at a PSFK conference in London on September 13, 2012.

I have been anxiously awaiting the launch of this game after I first heard about it 10 months ago at a pharma industry conference (see "Pharma & Fun, Not Oxymoronic? Here Comes Gamification!" and "BI's Facebook Game Syrum to be Launched 'When It's Ready'"). At least BI is speedier than the FDA in delivering on long-awaited promises!

I have not heard of the PSFK conferences until now. According to its website, PSFK "conferences offer a diverse program of speakers with backgrounds in art, technology, design, marketing, and media, creating an environment where disparate ideas can come together in new ways to fuel work that changes the world for the better. We set an agenda that allows participants to meet and discuss with one another, together sharing and building upon the ideas brought forth from the stage."

I am a bit surprised, however, that Pugh/BI did not choose to launch SYRUM at a pharma industry conference such as DigiPharm Europe, which will take place less than a fortnight later, also in London. Over the past year, Pugh has been making the rounds at such industry conferences promoting SYRUM. I'm not one to speculate (ha ha), but is Pugh getting ready to move on to greener pastures in another, more "innovative" industry? To be fair, it's important for pharma company employees to make connections with like-minded people in other industries to get new ideas that may be applied to pharma.

In any case, here's some of what Pugh revealed to PSFK (read the full interview here):

“We are taking a Silicon Valley approach,” said Pugh, “where we know we have got a really good game that’s stable but we’ll launch a beta version. We really want to make it so that we get lots of feedback from the people who are playing.”

“We’re offering rewards and prizes for people to give feedback so that we can really create the duration of the game, and develop it, and have more of a crowdsourced collaborative effort to develop the future stages of it, so the game will grow and evolve, as more people play it. This is a very unique offering from a highly regulated industry.”

"Crowdsourcing" seems to be all the rage now in the pharmaceutical industry. See, for example, "Crowd Sourced Creative Commons Drug Information" (free subscription required).

Meanwhile, here's a first glimpse of actual SYRUM game screens - previously, we've only been able to see the opening screen with the message "coming soon."

Gamification's Brave New World Circa 1984: Operation Frog

There's a lot of brouhaha these days in pharma circles about "gamification" as if it were the newest thing since sliced bread. What is "gamification," you ask? According to the Gamification.org wiki (here):

"Gamification typically involves applying game design thinking to non-game applications to make them more fun and engaging. Gamification has been called one of the most important trends in technology by several industry experts. Gamification can potentially be applied to any industry and almost anything to create fun and engaging experiences, converting users into players."

You might find this "Gaming Goes Mainstream" infographic interesting.

An example of an attempt to apply gamification to the pharmaceutical industry is the "Syrum" Facebook game being developed by Boehringer Ingelheim. The release of that game, however, has been delayed for nearly a year (see "Pharma & Fun, Not Oxymoronic? Here Comes Gamification!" and "'A Drug is Developed:' Easier than Launching an Educational Facebook Game about Drug Development?").

I know from first-hand experience how difficult it is to develop educational games. I started my career -- such as it is -- back in 1984 designing an educational life science personal computer-based game. It was a simulation of a frog dissection. The objective was to use the keyboard or joystick to move a simulated hand, pick up simulated instruments, and "dissect" a simulated frog and identify its organs. At the end, the user (usually a high school biology student) was challenged to reverse the process by putting the frog back together (the game aspect). If successful, the user was rewarded with a fun animation of the (simulated) frog dancing off in a top hat and cane -- no harm done (except to the frog I dissected doing research for the simulation). The codename was "Defrogger" but it was published by Scholastic as "Operation: Frog".

Operation: Frog ran on the Apple II computer, which at the time had the most advanced graphics of any personal computer on the market. It was an 8-bit computer with a screen resolution of 280x196. You could get 16 colors using a technique called "dithering." Here's a screen shot showing the frog's digestive system:

You can count the pixels without a magnifying glass! To get this level of detail from an 8-bit 16-color computer display was quite a challenge requiring planning and storyboards (I also created the graphics and wrote the screen text and user's manual). Here's the storyboard for the dissection screen, which is evidence that I actually did this more than 28 years ago (OMG!):

In my proposal to Scholastic I said that "dissection of a living animal or one stewed in formaldehyde is an unpleasant experience for many biology students and teachers alike. Not only does it require the sacrifice of many animals, it is also expensive and potentially dangerous. Consequently, many children never carry out a dissection."

Okay, I was playing it up a bit too much. However, the program was a hit. It was  featured in the October 15, 1984 issue of Newsweek Magazine and played a role in a 1987 California court case in which Jenifer Graham, a brave 15-year-old high school girl, defended her right to refuse to dissect a frog. Ms. Graham suggested "she could learn just as much from models or computer graphics as her fellow students learn from the dissection of a frog. It seems incredible," said a Los Angeles reporter at the time (here), "that a school would resort to a dead frog, formaldehyde, forceps and scalpels in this age of computer graphics."

At the time, Ms. Graham was vilified. Unfortunately, although we've come a long way in terms of computer graphics and gaming, students who refuse to dissect real frogs are still vilified (see, for example, "Middle school student claims teacher bullied her over refusing to dissect frog").

For more Operation: Frog screen shots, see my Pinterest Gamification Board.