Evolution - what is the future of neurogaming? Kim Baden-Kristensen, CEO and Founder of Brain+ Interactive Technologies and Games (ITAG) Conference 2015 Health, Disability and EducationDates: Thursday 22 October 2015 - Friday 23 October 2015 Location: The Council House, NG1 2DT

1. c o n f i d e n t i a l
EVOLUTION
Advanced Brain Training
for a Fit & Healthy Brain

2. 4
The way we use technology
changes our brains

3. 5
It started with an idea

4. Victims of Depression, Stress, and Brain Injury need help
They all suffer from damaged brain functions and reduced motivation and quality of life
6
Lea, 18, student
Anja, 37, manager
“HELP ME… feel good again”
“HELP ME… get my abilities back”
Regain cognitive function is my priority
Help me… think straight again!
Help me… back to normal function!
Help me… I can’t do it myself!
Get back to 100% is my priority
Help me… regain my memory
Help me… to sort problems
Help me… to excess capacity
Depression
Stress
Dennis, 46, technician
“HELP ME… back to a normal life” Getting my life back is my priority
Help me… function normally
Help me… to cope with my life!
Give me… get my brain back!
Brain injury
Source: Evolution users and focus groups in age groups 30-50, 50-80 by Evolution,
2012-2013

5. Health care professionals are looking for solutions
They are overworked and under-resourced and lack innovative tools
Source: Interviews with Health Care Professionals from selected Danish Institutions and Centers
“There are many tools for physical rehabilitation,
but nothing really for higher cognitive functions”
“It pains me, but we really don’t have time
to help everyone
“We need tools that motivate the patients,
they have such a hard time focusing”
“There are some tools, but I’m afraid there
are not many good solutions specifically
for the victims of depression and stress”

6. A Fit and Healthy Brain is in high demand
8
Source: Brain+ users and focus groups in age groups 30-50, 50-80 by Brain+, 2012-
2013
Maria, 32, consultant
Trine, 45, manager
“HELP ME… be a high performer”
“HELP ME… stay fit and healthy”
Success in life is my priority
Help me… to get ahead in life!
Help me… live smarter!
Help me… save time!
Fitness and health is my priority
Help me… stay young!
Help me… cope with my life!
Give me… a break with a purpose!
Sporty Performer
Health Conscious

7. A Fit and Healthy Brain is in high demand
9
Source: Brain+ users and focus groups in age groups 30-50, 50-80 by Brain+, 2012-
2013
My child’s success is my priority
My child is special, help make it so!
Help my child… do well in school!
Teach my child… special skills!
Staying healthy is my priority
Help me… protect my memory!
Help me… live a full life!
Help me… stay active all my life!
Caring Parent
Older active“HELP ME… protect my mind”
Eric, 71, retired engineer
Trine, 45, working mother
“HELP ME… help my child

8. Depression - 400 million yearly cases – a leading cause of disability
Responsible for 6% of the total global disease burden (DALYs)(1)
1) Disability adjusted life years
Source: WHO, CDC, IHME, WebMD, NCBI, Sygeplejersken nr32/2004 10
400
0
50
100
150
200
250
300
350
400
450
Depression cases worldwide (# million) Massive costs to individuals and society
US
• 9% of US adults are occasionally depressed
• 3.4% of US adults suffer from major depression
Europe
• 21 million (of 466) people affected (4.5%)
• €118 Billion total annual cost estimated
• Most costly brain disorder
• Accounts for 33% of the total cost
• This equals 1% of total GDP in Europe
Only 60-70% respond well to psychotherapeutic or medicinal treatments

9. Wide and Severe Cognitive Impairments related to Depression
11
1) Studies have shown that depressed patients on average have 7-15% smaller frontal lopes than control groups
Sources: Ravnkilde et al. 2002, Austin et al. 2001, Veiel, 1997, Mialet et al. 1996, Burt et al. 1995, Sobin and Sackeim, 1997, Channon and Green, 1999. Paradiso et
al. 1997; Kessing, 1998, Videbech, 1997, Kessing, 1998, Elkis et al. 1995
• Atrophy of pre-frontal cortex(1)
• Atrophy of hippocampus
• Atrophy of basal ganglia
• White matter lesions
• Silent infarcts
• Basic perceptual functional deficits
• Complex higher functional deficits
Physiological & Cognitive Impact
• Severe stress
• Concentration and focus
• Memory functions
• Learning capacity
• Psychomotor tempo
• Planning
• Task initiation & monitoring
• Increased dementia risk
• Psychological, mood, self-esteem
Serious Functional & Emotional deficits
Cognitive deficits persist after the clinical depression and worsen with relapses
Being depressed once gives 50% chance of relapse, depressed twice 80% chance

10. Massive need also exists in recovery of brain injury & disease
21.7
20.8
42.5
9.0
10.0
19.0
0
20
40
60
80
Cases worldwide, 2011 (# million)
Additional
prevalence
Incidence1
Total
62
Trauma2
31
Stroke
31
1: New cases per year 2. Total number of cases as bibliography, incidence vs. rest of prevalence split calculated as in the European case
Source: European Neuropsychopharmacology (2011), NeuroRehabilitation. 2007;22, Brain Injury Statistics, Brain injury association of America; Family caregiver alliance in the US
Traumatic Brain Injury & Strokes Dementia
12
36
66
115
0
20
40
60
80
100
120
140
2010 2030 2050
Cases worldwide (# million)
Resulting in heavy Health Care (HC) cost
burden
• US ~$130bn/year
• EU ~€100 bn/year
HC cost of dementia care in Europe of ~60 bn€
• Plus ~€129 bn hidden in informal care costs
• Plus ~€220 M in productivity loss

11. Self improvement, Mobile-Health, and Mental Well-being megatrends
drive people seek ways to improve, measure, and track
“body tracking taking off…
in medical and lifestyle.”
83%
‘Adults of all ages should take
charge of their own brain
fitness’
1) Mark Smith, quantified self pioneer
Source: TrendWatching, SharpBrains Survey, 2012,

12. A young, yet rapidly growing market for digital brain training, $6.3 billion in
2020 Initial go-to-market focus is on the B2C segment
1) Compound Annual Growth Rate
Source: SharpBrains Market Report 2012
500
3.250
1.800
600
500
0
1000
2000
3000
4000
5000
6000
7000
2005 2012 2020
Employers
School Systems
Health care, Senior Living,
Insurance Providers
Consumers
6.250
1.080
210
Customer segments
14
Revenues (million USD)
Digital Brain Training Market
CAGR
1 25%

13. Neuroscience is discovering potential for lifelong cognitive improvements
15
“One can improve cognitive speed of processing by 146-250
percent”
“People as old as 80, attain neurological patterns and levels
beyond that of untrained 20 year olds”
“We have found no ceiling for abilities such as attention”
“Significant gains in auditory processing and auditory memory
equivalent to ten years of aging for that skill”
Dr. Michael Merzenich et al., Extended study 2007, Dr. Elizabeth Zelinsky, et. Al.
MD, PhD. Adam Gazzaley, Director, UCSF Neuroscience imaging Center
Dr. Michael I. Posner, Emeritus Professor of Neuroscience, University of Michigan
Dr. Jerri Edwards, Associate Professor, University of South Florida’s School of Aging Studies

14. First-person shooter training studies find functional improvements
Function improved Published scientific studies
Attentional blink
Green & Bavelier, 2003, Cohen, Green & Bavelier, 2007; Oei & Patterson,
2013
Change detection Oei & Patterson, 2013
Cognitive control Oei & Patterson, 2013
Crowding Green & Bavelier, 2007
Enumeration Green & Bavelier, 2003, Cohen, Green & Bavelier, 2006
Mental rotation Feng, Spence & Pratt, 2007
Multiple object tracking Cohen, Green & Bavelier, 2007; Green & Bavelier, 2006,
Speed of processing Green, Poughet & Bavelier, 2010
Task switching Green et al, 2012
Useful field of view Green & Bavelier, 2003, Feng, Spence & Pratt, 2007
Visual acuity Li, Ngo, Nguyen & Levi, 2011
Visiospatial imagery Sanchez

15. 17
Science fact!
or
Science fiction?

16. Some main stream brain training products for healthy people exist,
but lack scientific base and gamification (long term user motivation)
Source: (Left) Lumosity, San Francisco Business Times (Right) Rabipour, 2012, Evolution Analysis
0.2 3
10
22
34
60
0
10
20
30
40
50
60
70
2009 2010 2011 2012 2013 2014
Install base (# million)
Lacking scientific foundations
Lacking proof of effect
Non-motivating sterile
test-exercise paradigms
18
The Market’s Elephant The Lumosity look-a-likes
The old fashioned guard
Elevate

17. 19
There was a gap
that we set out to fill

18. 20
Create Global Quantum Leap in Brain Performance &
Health
Vision

19. Founders with unique competence mix from industry, gaming & science
Team (I)
21
Kim Baden-Kristensen
Founder & CEO
13 years
Leadership
Strategy
Marketing
Sales
Cognitive Psychology
Vice President
Project Leader
Product Manager
Rasmus Højengaard
Founder & CCO
17 years
Game Direction
Game Development
Software Development
Art Direction
Marketing & Sales
Global Creative Director
Senior Producer
Game Director
Ulrik Ditlev Eriksen
Founder & COO
11 years
Strategy
Entrepreneurship
Innovation & Bus. Dev.
Financing
Sales & Marketing
Cognitive Psychology
Danventures & Swirlnet
Director
Vice President
Partner

20. 3 year collaboration with leading Danish neuroscientists
Team (II)
29 years, Authority figure in neural and cognitive plasticity and brain injury
rehabilitation
100+ publications. Head of Unit for Cognitive Cognitive Neuroscience, at University of
CPH; Board chair and member of a number of key rehabilitation institutions.
30 years, Cognitive Psychologist,
Head of Brain Rehabilitation, Advanced Technology and Learning lab (BratLab)
W. extensive business experience;; Corporate IT Director at Satair A/S; Global Director
at IBM
32 years, Dr. Med, Neurological Clinic, Danish National Hospital
Clinical Professor Of Cerebrovascular Diseases, in depth knowledge of clinical
health care system; 100+ publications
22
Jesper Mogensen
Professor, Scientific Leader
Inge Wilms
Postdoc – Science Manager
Derk Krieger
Chairman of Advisory Board
Core science team

21. With the Brain+ App v1.0, SCIENCE... met ENTERTAINMENT
Improved Attention
Better Memory
Sharper Problem Solving
Scientifically designed cognitive training
games
+

22. The Brain+ app (v1.0) is a success
Source: Itunes Connect, Apple App Store, Flurry user statistics, App Annie
24
1.050.000+ installs to date
Featured Best New App 150
countries
App Store ratings of 5 (out of 5)
500+ PR articles worldwide
Singapore New ZealandIndia

23. However, the success didn’t come easily
25
Barriers to growth surfaced…
Resource constraints
Technology platform
IT & game development
competences
Money
…and stress

24. Partnered with Cape Copenhagen, world class game developers
Team (III)
26

25. Cape Copenhagen is household supplier for top global brands
Team (III)
27

26. The ®evolutionary new app
EVOLUTION BRAIN TRAINING
Get ready for
A 3D journey in the brain
Release
2015
LIVE DEMO

27. 48
What is the future of neurogaming?

28. There are 2 important, but different uses of digital games
Games as fun with benefits
• Play for fun
• Added benefits of functional
improvements
• Entertainment with benefit
• Hours consumed are not
“wasted”
49
Games as (therapeutic) tools
• Users play for the benefits
• Fun is a bonus
• Game mechanics and
psychology are means to:
• Motivate
• Create arousal

29. Application of digital brain tech covers the full disease spectrum
B2C:
Life stage/gender(1)
Senior / retired
67+
Adult (working)
26-67
Adult
(student/youth)
14-25
Child (parent)
2-13
Industry
Public sector
B2B-2C
Fitness, health &
performance
Prevention Maintenance
Recovery &
Treatment
Avoid loss of ability Stabilize diseaseMost out of life Back to normal
Corporate
employee care
Education
learning
Social care
Social Care
Employee care
Social care
Pharma
Insurance
Health care
Pharma
Insurance
Health care
Healthy(1) Injury or Deficit
(1) Segmentation is further refined for marketing and sales activities, fx.“Wellness” or “Fitness” focus
Source: Brain+ analysis
Man
Man
Man
Man
Woman
Woman
Woman
Woman
Man
Man
Man
Man
Woman
Woman
Woman
Woman

30. How games can become life changers
Direct functional impact
• A function is improved
• A skill is improved
• A symptom is alleviated
• A state of mind is changed
51
Habit changing & educational
• New knowledge  changed
behavior
• Meta-cognition + learning skills
• Facilitator of habit changes
• Structured process of change
• Motivation
• Incentives + rewards + Social
• Progress & adherence monitoring
• Lifestyle changes
• Sleep, stress, physical, dietary

31. Will a “digital pill” be the future of health care?
Vast opportunity to decrease disease burden and improve outcomes
A Digital Pill…
• Digital & Drugs - Mind &
Body
• Holistic health
• Cognitive health assessment
• Diagnostics
• Early warning
• Prevention
• Adherence
52
…to combat disease
• Depression
• Stress & PTSD
• Neurodegenerative
• Traumatic Brain Injury
• Diabetes
• ADHD
• Autism

32. Questions for discussion
53
What is the single most important
user benefit we need to deliver
with neurogaming?

33. Questions for discussion
54
What is the biggest barrier for
neurogaming’s positive impact?

34. 55
For all scientists and HC practitioners…
Work with us to discover how a tool like
Evolution benefits the brain and lives
kim@brain-plus.com