GAMEHEALTH

About the project

GAMEHEALTH analyses the effectiveness of mobile applications in encouraging the purchase of healthy foods and examines differences in user behaviour across consumer segments. Within the project, we compare two types of digital incentives:

• personalised coupons (discounts on products with higher nutritional value)

• gamified challenges (e.g., points, badges, levels, and tasks)

Through rigorous experiments and the analysis of anonymised purchasing data, we track what most effectively promotes healthier choices, how long the effects last, and whether outcomes differ across user groups (e.g., age, gender, habits). The goal is to develop scientifically grounded, scalable, and socially beneficial recommendations for retail and public health policy.

Total project value:
60.000,00 EUR

Project duration:
October 1, 2025 until September 30, 2029

Project holder:
University of Zagreb, Faculty of Economics & Business

Contact

Project Leader: Prof. dr. sc. Ružica Brečić 

E-mail: rbrecic@efzg.hr

Address:
Faculty of Economics & Business – Zagreb

Trg J. F. Kennedyja 6

10000 Zagreb