"Are You Playing Games Again?"... "No, I'm Just Improving My Attention"

Game-Based Cognitive Enhancement DTx 'StarLocus'
Interview with Min Jeong-sang, CEO of Emotive

"High Effectiveness and Sustainability... 10% Reduction in Dropout Rate"
"Time Limits Set Due to Addiction Concerns"

'Healthcare Version' Official Release Within the Year
"Want to Launch at an Affordable Price"

Minjeong Sang, CEO of Emotive (Photo by Lee Chunhee)

[Asia Economy Reporter Chunhee Lee] To defeat villains, children draw magic circles following numbers and find comrades to shoot down enemy planes. They match shapes to open the pyramid door to find secret weapons and flip numbers to shoot at villains. It seems like a typical game, but surprisingly, after playing, diagnostic results about the child's memory, processing speed, and attention are provided.

This is an impression after directly playing Emotive's game-type digital therapeutic device (DTx) 'StarRuckus,' targeting children with attention deficit and hyperactivity. Instead of repetitive and boring treatment, it offered various enjoyable experiences to improve cognitive abilities.

On the 14th, Min Jeong-sang, CEO of Emotive, explained the development intent of StarRuckus, saying, "We aim to develop DTx that helps children and supports their guardians." Having studied cognitive ergonomics, Min had worked for over ten years at Hyundai Motor Company quantifying drivers' cognitive load and minimizing it, among other cognitive-related development tasks. He said, "I had thoughts about starting a business and even experienced an in-house startup," adding, "I tried to find ways to help society by combining games and cognitive engineering with a junior colleague who loves games."

At that time, DTx caught his attention. He believed that if ADHD in children could be treated through games they enjoy, it could be an appropriate method. Since it is easily accessible to anyone and has low adaptation barriers due to cultural differences, he judged it would be advantageous for future global expansion.

Emotive's game-type DTx 'Star Ruckers' gameplay screen

Min cited accessibility and sustainability as reasons why game-type DTx is particularly effective. He explained, "Like medicine, DTx is difficult to confirm effectiveness if not used regularly over a long period," adding, "Considering patient engagement and preventing dropout, games are useful." He also noted, "Although still in the research phase, when tested on children for two months, the dropout rate was below 10%."

On the other hand, this could also lead to side effects such as addiction. Min said, "We set an appropriate usage time of about 20 to 30 minutes once a day, and if it exceeds 40 minutes, parents must approve to continue," adding, "This time was set considering eye fatigue, and we plan to adjust it appropriately through future clinical trials." He also explained that "balancing the fun of the game and verified medical effects is a challenge" to avoid leaning too much toward entertainment.

StarRuckus, currently offered in beta service form, is scheduled for official release soon. However, since clinical trials have not yet been conducted, the healthcare version called 'Blue,' which includes ADHD screening and cognitive enhancement programs but is not a DTx, will be released first. A monetization model was also added, such as providing enhanced screening tests at a reasonable price while offering cognitive enhancement games for free. The official DTx version, 'Red,' plans to enter exploratory clinical trials in the first half of next year and aims for commercialization around the second half of 2024.

Regarding this, Min said, "There is inevitably much concern about the appropriate cost of DTx," explaining, "I think that 'reSET' by Pear Therapeutics and 'EndeavorRx' by Akili Interactive, which have been commercialized in the U.S., are quite expensive." Considering that DTx is not a complete replacement for existing treatments but an auxiliary method and consumer resistance to paid applications, he added, "It is desirable to launch it at a price that is not too expensive."

Emotive plans to develop DTx targeting autism and dementia as well as ADHD. However, for these indications, considering usability, they are contemplating DTx forms other than games. Min said, "Regarding cognitive enhancement, the current game format might be included," but added, "For dementia, which mainly targets the elderly, we are looking for methods familiar to older adults rather than games."