- The therapeutic side of the Roblox deal involves Akili Interactive.
- A decade-old company that makes a racing game called EndeavorRx.
- Which can be prescribed for children ages 8 to 12 to help improve care.
Users of a videogame that works as an FDA-approved treatment for attention deficit hyperactivity disorder will soon be able to earn rewards on Roblox for playing.
Because it is important: The partnership is a sign of the growing excitement around video game technology being harnessed for health.
Details
The therapeutic side of the Roblox deal involves Akili Interactivea decade-old company that makes a racing game called EndeavorRx that can be prescribed for children ages 8 to 12 to help improve care.
- The game will be digitally connected to the popular Roblox platform, unlocking badges, pets, and avatar customization options that are based on EndeavorRx styles.
- will be offered rewards to young players of the game for using the medicine and achieve key milestones.
What they say: Akili CEO Eddie Martucci tells Axios he hopes patients and their families will be motivated to show off their earnings on Roblox.
- “These are populations that have been stigmatized before,” he says.
- “We’re saying, ‘Not only can you use your medicine to help customize your game, but you can do it in really cool and unique ways.'”
Akili has faced skepticism for years that a video game could serve as an effective medicine, but clinical trials and the approval of the FDA in 2020 have earned him more support.
- Akili says that EndeavorRx has about 1,000 unique prescribers, though he hasn’t released his patient count. She says the drug shouldn’t be considered for a full launch until the fall, when it’s slated for a big marketing push.
- EndeavorRx currently costs $150 without insurance, with about 5% of prescriptions covered by insurance (some big insurers have questioned the usefulness of the game, but Martucci predicts insurers “will get it. It’ll just take time”).
- Investors are already firm believers. In January, Akili announced plans to merge with a special purpose acquisition company with a valuation of one billion dollars. They hope to go public this year.
The Big Picture: Akili’s push for games as medicine has been less lonely lately.
- Beyond the raids Nintendo perennials, some gaming and health executives announced a bona fide health care game publisher called DeepWell in March.
- Many efforts focus broadly on mental health. Akili takes a broad view there, identifying the potential to address some common and pressing problems.
- The company has reported positive clinical trials related to autism in children, as well as depression and multiple sclerosis in adults. The use of this type of game is also being tested to treat brain fog that arises from the long duration of COVID-19 and chemotherapy.
EndeavorRx’s connection to Roblox will be tested this summer, while Akili monitors how the reward system works, Martucci says.
- He is open to connecting digital medicine with more games.
- Roblox, which sometimes takes a beating for the amount of time kids spend on it, also wants more.
- “We’ve imagined metaverse experiences for fashion, entertainment, sports, and education on Roblox,” the company’s chief commercial officer, Craig Donato, tells Axios. “We hope to have experiences that promote mental health and well-being.”
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