It took a series of unlikely events — involving a cellphone company, a controversial YouTuber and a custom-made video game — to generate the large data set behind the study.
In 2015, Michael Hornberger, who studies dementia at University of East Anglia in England, heard about a company that wanted to invest in dementia-related research.
Having just attended a workshop about gaming in science, he proposed a video game that could help him figure out how people of different ages, genders and locations performed on navigation tasks. Such a game, he thought, could create benchmarks against which to assess patients who might be in the early stages of Alzheimer’s disease.
To his surprise, the company — Deutsche Telekom, a major stakeholder in T-Mobile — funded his idea. Known as “Sea Hero Quest,” the smartphone game involved steering a boat to find sea creatures. To recruit players, the company launched an advertising campaign that included a video from PewDiePie, YouTube’s biggest star at the time, who was later penalized by the platform for using antisemitic language.
The scientists had hoped that the game would draw 100,000 people in Western Europe. The participants would be testing their navigation skills while also providing basic demographic details, like whether they had grown up in or outside of cities.
Instead, over 4.3 million people joined in, generating a global database of clues about people’s ability to get around. “We underestimated the gaming world,” Dr. Hornberger said. “It went beyond our wildest dreams.”