Before I dive into my blog post, I wanted to first mention how much I appreciate the series of individual presentations that we’ve been doing across the span of the semester. It’s been quite special getting to know everyone in our class through the games that are meaningful to them. There’s something personal about sharing the kind of “play” experiences that we are drawn to and the ways that these games shape us.
For this blog post, as we explore gamified online environments, I am going to be looking closely at the Apple Watch, extending some of the thinking and discourse around the gamification of fitness and health as explored with the FitBit and Nike+ in our past readings.
I was given an Apple Watch a few years ago and have been a bit on-and-off with the device. And by on-and-off, I really mean: my relationship with fitness and exercise constantly ebbs and flows from intensely regimented to nonexistent and on top of that, I’m typically only wearing the device when I’m working out — so I’ve never really immersed myself in the full-on days- or weeks-long Apple Watch experience of bio-metric health tracking. That being said, what I am most keen to explore is the ways in which Apple asserts (or doesn’t assert) the “good life” and the consequences that result from that strategy.
The Apple Watch (and the supporting advertising/marketing campaigns) introduced the phrase, “close your rings” into the popular vernacular. The phrase is a result of the Apple Watch’s main interface, which displays the wearer’s stats prominently with circle-shaped progress bars. One feature is directly comparing your own progress to friends that you can add and “compete against.” Competitive health is quite the metaphor for surveillance capitalism.
The wearable device prominently displays a user’s progress across three key metrics: move (how “active you’d like to be” in calories), exercise (how many minutes of activity “above a brisk walk” per day), and stand (how many hours per day that you’d like to be standing for “at least a minute”). In looking purely at the three metric areas and the language used to describe them — I’m initially fascinated by the measurements that are being used, particularly the calories. For a general audience (which I believe the Apple Watch is targeted to, especially after being so many generations along in the device’s evolution), it’s fascinating how comfortable people have become with calorie-tracking even compared to just years ago.
Apple Watch users are disciplined for how many calories they have or have not “burnt” in the span of a day, and it’s not unlikely that this recurring, daily tracking of calories may shape eating behaviors — or even on a larger scale, an understanding of food, movement, and play! What becomes of a stroll when it is measured in minutes and miles? What does it mean to live when consistency and calories act as our compass for routine? I think also about the ways that these health indicators, or more specifically the prioritization of these three metrics, are pointing to a very specific kind of lifestyle — a “good life” that is offered to the desk-familiar, frequently-seated people who just needs to leave their seated position of low-physical intensity work to get enough movement and exercise required of a healthy participant of a capitalistic society.
But to reel it back in for a second — away from my cynicism of the Apple Watch— I have to also temper and contextualize my assessment of health gamification as a modern invention, or even a digital one. I find that I gravitate towards looking at gamification as a novel aspect of digital life, but the feedback loops and measurement of progress have always been quite embedded within the fitness and health world. The written logging of weights and repetitions. The distance of runs.
Are all well-tracked goals an act of gamification? The Apple Watch allows the user to set their own goals. With that, success can be made easy or difficult. The game is always played with rules set by the player. And maybe that’s where it’s unable to be a game, where it becomes too “productive” to be a form of play.

