Something went wrong. Try again later

Giant Bomb News

47 Comments

This Fitness Developer's Secret Sauce Is Story

Zombies, Run! and The Walk have been big successes for Six to Start, even as some in the fitness world are still scratching their heads.

The start of a new year brings with it health resolutions and commitments that will, in all likelihood, prove fleeting and temporary. But Six to Start has already helped some make those fitness dreams stick.

No Caption Provided

Zombies, Run! and The Walk developer Six to Start didn't mean to become leaders in fitness games development, it just kind of happened. The digital agency once focused on work-for-hire projects for Microsoft, Disney, and other companies, including developing material for ARGs.

In fall 2011, Six to Start pitched a Kickstarter project called Zombies, Run! The premise was simple: a running app with a storyline during the zombie apocalypse, a plot that unfolded as players ran. The studio wanted $12,500 to build it, but the Internet rewarded it with $72,627. Six to Start CEO Adrian Hon prides his company on managing to hit its Kickstarter-promised release date of February 2012, too.

"Unusually, it actually came out on time," he laughed.

The game was a riff on Six to Start's previous work--it's not hard to see the ARG connection. Around this time, Hon was starting to get into running, and realized there were few options when it came to running games, especially so on a phone.

"One of the things that, I think, sets us apart from people who are making fitness apps is that we aren’t naturally athletes," said Hon. "I mean, I do run regularly now and I enjoy it, but I still remember, back when I started running, it was painful and boring and you just want to avoid doing it. Anything that would help--a story, a game--would be really valuable."

In the early days of Zombies, Run!, Hon was one of the game's regular testers. The problem? It was below zero.

But he moved forward out of motivation. The key part is motivation, and cracking it is hard. If getting healthy isn't enough of a motivator, maybe a story can help. That proved the distinction for Zombies, Run! Thematically, it made perfect sense for a running game, and other ideas started falling into place.

"You really want to find out what happens next," he said. "That’s a crucial thing. Hopefully, when it’s Sunday morning and it’s raining outside, you don’t think 'oh, I can’t be bothered' you think 'oh, I can’t wait to find out what happens next, and I’m gonna go run no matter what.' That’s where storytelling can be really valuable."

When it’s Sunday morning and it’s raining outside, you don’t think 'oh, I can’t be bothered' you think 'oh, I can’t wait to find out what happens next, and I’m gonna go run no matter what.'

Zombies, Run! has since seen two seasons of content, with a third on the way. The game has attracted more than 750,000 players, and confounded the fitness world. When Hon and his team have attended fitness conferences, they receive blank stares in return.

"It’s just really surprising because we tell people about this at conferences that storytelling can be really valuable," he said. "And it's just…they cannot comprehend it. They get badges and they get points and all this other gamification stuff. But they don’t get stories, and that’s partly because if you are naturally quite fit, or you are quite fit, you don’t need a story--you just go and run. But for everyone else, it’s a bit different."

Working out isn't easy. Like anything else worth a damn, it's an investment that doesn't pay off for a long time, and you don't notice change immediately. When I started running, my wife and I would head to the gym together, the companionship a form of encouragement and pressure. "She's here, so I better actually try today." As the days and weeks went on, I discovered what I "liked" about running, what made it tolerable for me, and eventually found my own motivators to keep doing. Besides my health, I catch up on podcasts. My wife, who has since gone on to become a marathon runner, has a specific set of music playlists meant to keep her going during the long, lonely training sessions for her big race days.

Even now, Hon's impression from the fitness community is that Zombies, Run! is seen as a fluke, and the world's obsession with zombies (see: The Walking Dead's TV ratings) must be the explanation behind its success. Six to Start is hoping The Walk, the company's recent spy-themed release, will help prove that theory to be junk. The biggest difference between the two is clearly apparent in the title: walking.

Near the end of 2012, Six to Start noticed a competition being run by the UK's Department of Health and National Health Service to encourage software development to get people healthier.

"We thought 'hey, we do that!'" said Hon. "So we came up with a new idea that wasn’t about zombies or running. Something that would have a broader audience. That’s where the idea for The Walk came from, a game that almost everyone could do. Almost everyone walks."

The Walk isn't about the intensive bursts of exercise that are encouraged by Zombies, Run! It's a longer investment, especially from a storytelling point-of-view. You'll need 90 days to see The Walk's thriller to its conclusion, and Six to Start views its latest creation as something to live alongside the Nike Fuel Band and Fitbit's of the world. It's meant to encourage a healthier day-to-day life.

"It’s not so much about 'well, now go out for a walk for half-an-hour,'" said Hon. "It’s more like 'just go and walk an extra five minutes every once and a while.'"

Six to Start is not a fitness company, though, and Hon doesn't expect it will continue to make these types of experiences forever. But it's worked out very well so far, and it's planning to support Zombies, Run! and The Walk so long as people are continuing to enjoy them. And while storytelling has proved a working formula for Six to Start's fitness games, it's by no means a rule for other developers.

"’I'm not saying that every fitness app should have a story, not at all. If you look at Wii Fit, that was really successful. Arguably, Dance Dance Revolution, that was really successful. Those are just really fun games, and that’s the other side of it. You wouldn’t call them gamified. They’re just fun to play."

Patrick Klepek on Google+

47 Comments

Avatar image for pistolpackinpoet
PistolPackinPoet

323

Forum Posts

62

Wiki Points

0

Followers

Reviews: 4

User Lists: 17

great app and makes running entertaining with the audio stories

Avatar image for gaftra
gaftra

556

Forum Posts

59

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

Really great idea! Wish they made a version of this for only working your vanity muscles at a chain gym.

Avatar image for mediaguy
mediaguy

6

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

The only thing that kept me running after the C25K (couch to 5k) program was Zombies Run. There's no doubt in my mind that I would have given up without it.

Avatar image for poheroe
poheroe

169

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

run!!!!!!!!!!

Avatar image for davotron
DavoTron

192

Forum Posts

1009

Wiki Points

0

Followers

Reviews: 0

User Lists: 2

Edited By DavoTron

I've been using 'The Walk' recently. It's great!

Avatar image for sin4profit
Sin4profit

3505

Forum Posts

1621

Wiki Points

0

Followers

Reviews: 37

User Lists: 2

Wonder if Six to Start would get into making VR versions when/if virtual reality becomes better established.

Avatar image for deactivated-5e49e9175da37
deactivated-5e49e9175da37

10812

Forum Posts

782

Wiki Points

0

Followers

Reviews: 0

User Lists: 14

@gaftra: You don't listen to stories when working on your vanity muscles, you listen to wrestling theme music

TIME TO PLAY THE GAAAAAAME

I thought Zombies, Run was novel but... I'd rather run with a pedometer program while listening to audiobooks about topics I like than listen to a slightly interactive(?) audiobook about zambies.

If it were Nicaraguan Death Squads, Run! then I would play it.

Avatar image for haffy
haffy

681

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

Edited By haffy

I haven't got a smart phone or I'd probably try it out but how is this different from C25k plans? If it makes you run harder or faster I'd say that's a negative aspect of Zombie run not a positive.

Avatar image for jazz_lafayette
Jazz_Lafayette

3897

Forum Posts

844

Wiki Points

0

Followers

Reviews: 0

User Lists: 14

@gaftra said:

Really great idea! Wish they made a version of this for only working your vanity muscles at a chain gym.

"That ripped zombie is pumping 50s! Quick, lift harder!"

Avatar image for hassun
hassun

10300

Forum Posts

191

Wiki Points

0

Followers

Reviews: 0

User Lists: 2

This is one of the very few examples of gamification which seems interesting me.

Sadly I do not even own a smartphone so I can't really try it.

Avatar image for brendan
Brendan

9414

Forum Posts

533

Wiki Points

0

Followers

Reviews: 0

User Lists: 7

@gaftra: There are no such things as "vanity muscles". To a certain extent, exercising and building muscle prevents osteoporosis (among a host of other musculoskeletal problems) later in life. Working the upper body is important to. And yes, that includes the core+abs, to prevent injury to knee ligaments such as the ACL.

Avatar image for nonekjr
nonekjr

100

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

Might try "The Walk" for some motivation. Anyone who tried it, does your phone have to be constantly connected to the internet while walking around, for it to work?

Avatar image for teoball
Teoball

860

Forum Posts

15

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

Wow, the headline made no sense to me at all since I've never heard about any of this before. The article cleared it up thankfully.

Avatar image for icecreamjones
Icecreamjones

428

Forum Posts

392

Wiki Points

0

Followers

Reviews: 0

User Lists: 1

Wonder if Six to Start would get into making VR versions when/if virtual reality becomes better established.

Probably not. To make this work the right way requires GPS tracking of motion - there is accelerometer support but it honestly sucks.

Avatar image for mrcraggle
mrcraggle

3104

Forum Posts

2873

Wiki Points

0

Followers

Reviews: 0

User Lists: 5

This really is an awesome app that adds a lot to your work out, it's just a shame the devs gave up on the Windows Phone version so quickly.

Avatar image for serverfull
serverfull

81

Forum Posts

77

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

It was an awesome idea but didn't work for me. I don't run with music but Podcasts and the original verison only did story bits between songs.

Avatar image for megasheep
Megasheep

128

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

Edited By Megasheep

I thought Zombies, Run was novel but... I'd rather run with a pedometer program while listening to audiobooks about topics I like than listen to a slightly interactive(?) audiobook about zambies.

This was my experience as well. I would rather use a fully fledged GPS tracking app (Runkeeper or MapMyRun) and listen to something else. I didn't find the 'story' to enough to keep me interested.

Avatar image for towersixteen
TowerSixteen

554

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

Cool. I'd never use it - Times like that are thinking times, for me - but more diversity and options for things is generally good.

Avatar image for jugglerman
Jugglerman

62

Forum Posts

30

Wiki Points

0

Followers

Reviews: 1

User Lists: 0

Edited By Jugglerman

That sounds fun, I might try this out for kicks and see what happens :)

Avatar image for 20ozmonkey
20ozmonkey

135

Forum Posts

9294

Wiki Points

0

Followers

Reviews: 0

User Lists: 4

Edited By 20ozmonkey

Good timing on this article. I just started up Zombie, Run! yesterdayafter buying it over a year ago and only doing one run with it. I'm going to check out The Walk as well.

Avatar image for redcouch
redcouch

13

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 1

Edited By redcouch

This is SO MUCH FUN. I never liked running with headphones, but this app won me over. And the zombie chases cut my avg mile by almost 2 minutes in 2 wks.

Avatar image for amyggen
AMyggen

7738

Forum Posts

7669

Wiki Points

0

Followers

Reviews: 0

User Lists: 1

This seems like a really cool idea.

Avatar image for sergio
Sergio

3663

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 13

Interesting, but I'd rather listen to an audiobook with a better story. I also just got a fitbit like Brad, so I'll use that to track my progress.

Avatar image for thejugglingbum
Thejugglingbum

142

Forum Posts

106

Wiki Points

0

Followers

Reviews: 0

User Lists: 0

Edited By Thejugglingbum

SCOOOOOOOPS!!!!

Avatar image for chocolaterhinovampire
chocolaterhinovampire

1454

Forum Posts

1501

Wiki Points

0

Followers

Reviews: 0

User Lists: 21

I am really thinking about getting into running come late-february/march when I move back home. This looks like a good way to gamify the task

Avatar image for neonblackjack
NeonBlackJack

103

Forum Posts

255

Wiki Points

0

Followers

Reviews: 0

User Lists: 1

Now if only they'd make Zombies, Run! work with Spotify. It's just no fun when the musical interludes are the few shitty random songs I still have physically stored on my phone.

Avatar image for mormonwarrior
MormonWarrior

2945

Forum Posts

577

Wiki Points

0

Followers

Reviews: 15

User Lists: 21

It's too bad I found Zombies, Run! to be extremely frustrating. It didn't communicate very well how close zombies were to me and how fast I needed to go...I couldn't tell if it was the direction I was running or how fast or what. It seemed really opaque. Loved the concept though.

Avatar image for icecreamjones
Icecreamjones

428

Forum Posts

392

Wiki Points

0

Followers

Reviews: 0

User Lists: 1

It's too bad I found Zombies, Run! to be extremely frustrating. It didn't communicate very well how close zombies were to me and how fast I needed to go...I couldn't tell if it was the direction I was running or how fast or what. It seemed really opaque. Loved the concept though.

The way to avoid the zombie chases is just to speed up about 20 percent for 30 seconds. There's no direction tracking period for that stuff.

Avatar image for mormonwarrior
MormonWarrior

2945

Forum Posts

577

Wiki Points

0

Followers

Reviews: 15

User Lists: 21

@mormonwarrior said:

It's too bad I found Zombies, Run! to be extremely frustrating. It didn't communicate very well how close zombies were to me and how fast I needed to go...I couldn't tell if it was the direction I was running or how fast or what. It seemed really opaque. Loved the concept though.

The way to avoid the zombie chases is just to speed up about 20 percent for 30 seconds. There's no direction tracking period for that stuff.

Yeah, I read up on it after my run and I found that irritating. I'm not sure what 20 percent faster even is and my house is in the foothills so it's hard to keep a uniform faster speed when running uphill.

Avatar image for bgdiner
bgdiner

315

Forum Posts

1

Wiki Points

0

Followers

Reviews: 13

User Lists: 0

Seems cool in theory, but I doubt they'll be able to dethrone music as the chief distraction for runners for very long.

Avatar image for probablytuna
probablytuna

5010

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 1

This is a pretty neat idea.

Avatar image for michael_katarn
michael_katarn

113

Forum Posts

0

Wiki Points

0

Followers

Reviews: 0

User Lists: 3

I just picked this up after the interview to try and change up my usual running routine (old bombcasts) only to find out you have to put your own playlists of local music in. Sad to say I have no local music or playlists on my phone. So I havent actaully tried it yet.

Then I had a great idea. I have a greatest hits set of the old Shadow radio dramas. Is it the best idea ever to put those into my zombie radio playlist? Or is that the worst idea? Radio play within a radio play? I could also make another playlist with the BBC Hitchikers Radio Play. Brilliant or dumb? I gotta try it out, a radio show needs some good old timey ads and the Shadow discs have all the old Blue Coal home heating ads. Great stuff.

Avatar image for branthog
Branthog

5777

Forum Posts

1014

Wiki Points

0

Followers

Reviews: 2

User Lists: 0

I would likely enjoy this if I wasn't a fat old cripple.