Gaming > Gaming

QUEST FOR DYSLEXIA

CHEIL PENGTAI BEIJING, Beijing / SAMSUNG / 2024

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Overview

Credits

Overview

Why is this work relevant for Gaming Entertainment?

‘Quest for Dyslexia’ is an idea built into one of the biggest gaming experiences of the year.

To help parents detect signs of dyslexia in their kids, we hacked ‘Young Warrior’—the biggest adventure game of the year and China’s equivalent to ‘World of Warcraft’.

The more they played, the more they were tested.

All in real-time.

All within the game.

Best of all, it’s an idea that helps parents test their kids—just by letting them play the game.

Background

Dyslexia affects over 15 million children in China.

But fewer than 5% are actually diagnosed.

As a result, most kids do not get the help they need at a key time in their learning development.

Samsung wanted to change this.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

N/A.

Describe the strategy & insight

Dyslexia is hard to detect.

To make matters worse, Chinese parents are too embarrassed to take their kids to a test centre.

So we took the test to them by hacking a game they already play.

Working with one of the country’s biggest game developers, we hacked ‘Young Warrior’—the biggest adventure game of the year and China’s equivalent to ‘World of Warcraft’.

Describe the creative idea

QUEST FOR DYSLEXIA. The hacked gaming quests that help detect signs of dyslexia.

Describe the craft & execution

Dyslexics have difficulty recognising the shapes of Chinese characters and often confuse words of a similar shape.

Using over 100 of these commonly-mistaken words, we redesigned the gaming quests and let kids play the game, just as they normally would.

The quests are a key feature in the game.

This is where a child with dyslexia might find it difficult to visualise the characters.

– so ‘water’ (水) might be misread as ‘wood’ (木)

– ‘left’ (左) might be misread as ‘right’ (右)

– and ‘bright’ (明) might be misread as ‘dark’ (暗)

Failure to grasp these could be a key indicator.

Using machine learning to track the players’ actions, gamers who consistently misread the quests were identified as potentially having dyslexia.

Notifications were then sent to the parents, prompting them to seek further diagnosis.

Describe the results

The hacked game acted as an early detection tool.

Over one million tests were conducted in the first month.

Nearly 25,000 potential cases of dyslexia were identified.

Best of all, parents could test their kids—just by letting them play the game.