In an era where digital solutions are increasingly shaping education and behavior change strategies, interactive mobile games have emerged as powerful tools for engagement and learning. Among them, Wanji Games have demonstrated remarkable effectiveness in influencing knowledge, attitudes, and behaviors across diverse contexts. Supported by partners such as The Waterloo Foundation and Innovations for Poverty Action (IPA), Viamo was able to validate the positive behavioral outcomes for Wanji games in Uganda on family planning education and fraud prevention through two separate randomised controlled trials (RCT).
How playing a game helped consumers resist fraud
Financial fraud is a pressing concern in Uganda and phishing by phone or SMS is rated as the biggest culprit according to research conducted by IPA. While a lot has been done via SMS alerts, social media campaigns and radio programmes, there is still a gap with reaching low literacy consumers. Viamo worked with IPA and PVI to launch an innovative path based Wanji Game- delivered through an Interactive Voice Response (IVR) platform, the 1-6-1 Service in collaboration with Airtel Uganda. Because IVR is voice-prompted in local languages, even low literacy consumers were able to access this in the same way that they would pick up their phones and make a call. The “Beera mubangule” (“Be aware”) game featured two stories of Ugandans targeted by fraud—Sarah and Robert. Listeners were able to hear a scenario and then make decisions on what actions Sarah and Robert should take to keep safe from fraud.
Researchers divided callers into a treatment and control group and leveraged IVR surveys to get user feedback from both groups
Key Findings From The Study
- Over 27,000 users opted into the Wanji Game fraud education program.
- A randomized evaluation revealed a 20% reduction in financial fraud victimization among participants, with a 33% reduction for women.
- 93% completion rate among those who started the game, indicating strong engagement.
- 55% of participants listened to the game more than once, reinforcing learning through repetition.
- The interactive format allowed users to make decisions in real-world fraud scenarios, strengthening their ability to identify and report fraudulent activities.
Wanji Games win over other content formats
There are many ways to get a message across – but is there a best way? Viamo set out to answer this research question in another RCT that assessed the effectiveness of different content formats when delivering family planning education in Uganda. The objective of the study, funded by The Waterloo Foundation, was to address the following research questions:
- How does the style of content impact (a) knowledge, (b) attitudes and (c) behavioral intentions?
- How does content distribution/ nudging influence listener engagement?
- How does the survey method influence listener engagement and responses?
The content types included talk shows, dramas, and public service announcements – and of course the Wanji Game which emerged as the most impactful, significantly improving knowledge and attitudes about reproductive health.
Key Findings From The Study
- Wanji Games influenced 6 out of 12 key behavioral outcome variables, making it the most effective content format.
- Participants exhibited higher self-efficacy in making informed reproductive health decisions.
- The interactive decision-making format helped to correct myths and misconceptions about family planning, with significant improvements in understanding birth spacing, contraceptive methods, and gender roles.
- Engagement was higher compared to passive formats such as celebrity endorsements and traditional public service announcements
- The game was the only content style that positively affected male attitudes.
Why are games so effective?
The success of Wanji Games in both fraud prevention and family planning education can be attributed to several key factors:
- Interactivity and Engagement: Users actively participate in decision-making, reinforcing learning through direct involvement.
- Behavioral Reinforcement: Immediate feedback, incentives (points, sound effects), and real-life consequences enhance memory retention and motivation.
- Adaptability Across Topics: The format can be tailored to various social issues, from financial literacy to health education.
- Accessibility: Delivered via mobile IVR, the games reach audiences regardless of literacy level or internet access.
- Scalability: Wanji Games can be expanded to different regions and integrated into larger behavioral change campaigns.
The evidence from Uganda underscores the power of games as a tool for effective behavior change. By blending interactive storytelling with real-world decision-making scenarios, these games not only educate but also empower individuals to apply their knowledge in practical situations. Given their success in fraud prevention and family planning, Wanji Games hold vast potential for application in other fields, such as health promotion, environmental awareness, and financial inclusion.
