Today we are traveling to Japan to learn the latest trends in play there. Go Hirano is a Japanese executive with experience in neuroscience and gaming.
Alvaro Fernandez (AF): Hirano-san, what is the state of Brain Fitness and Brain Training in Japan? What are the most popular programs so far?
Go Hirano (GH): So far, the most popular application is anti-aging, and most popular product is Dr. Kawashima's book of calculations and reading for adults.
variety of TV showsare regularly with special offers Brain. It is certainly true that brains enchant Japanese. We love brain training.
There are created two times the "brain-boom" in the past and Brain Imaging, a third recently. Dr. Kawashima claimed calculations and reading aloud are developing well ('brain guys in the book for children "Jibun no Nou de r Jibun Sodateru develop the brain) in 2001. The book is told to play to reduce prefrontal activation and have little or noAdvantage of the brain's' Kid. He compared the fMRI image of someone to make simple calculations and games, and clearly demonstrates that the image of the first and most activities. To see the activity in the brain was fresh for people, but the methodology and logic was not reviewed in a scientific publication. It 'was published by a company that offers a franchise learning classes. The company has kept the books in libraries to create a boom and it was a great success. ThenThey came with the adult version of training book and sold more than 2 million.
Adults and older people were also doing hard and subtraction of 1 digit numbers for countless times believing it will maintain and even improve their intellectual abilities.
This was the basis for the video game Nintendo Brain Age. Recently, he, cooking became good for the brain, since the tasks of planning and requires multiple firing. They call for the activation of the prefrontal cortex, and he showed a photoBrain during cooking. A company that sell gas stoves and gas ovens helped sponsor more research.
AF: We have heard he has a setback recently. And 'more scientific, or consumer one?
GH: scientific 'games adult consumers' smaller ones. In 2001, another researcher, Dr. Akio Mori wrote an article entitled "GEMÜ (= Game) Nou (brain =) No Kyofu (Fear Brain Game). " He created his own EEG machine and gathered the data of people who often playGames and the people who do not. He found the "beta wave" of frequent players, the same old people with dementia. This, he said, is because of the lack of activity in their prefrontal cortex, and that means more opportunities for low educational attainment and crime. Although his equipment was not tested and was presumably on alpha and beta EEG, parents and school authorities like municipal education committee has confused his book and invited him for talksand conferences. Her new book in 2006 the book was recommended by the Board of the National PTA.
Sales of game software on machines at home are at the peak of 533 billion yen in 1997 fell to 53%, 315 billion yen in 2005. Dr. Mori's book and phenomena was the final blow for the industry, especially 'games for kids. Follows companies was playing to new heights that will never slot machines, and age group of women had played as a means service. Brain Age has yet been foundpreceded by a box of saw that the natural next step after the book of Dr. Kawashima I mentioned.
For women, games for training English language assistance for travel, cooking, common sense and label are available. This new type of serious games, has not only helped the handheld game machine stay always sold out and achieve multi-million sales, but also successfully gave the image that games are software, also depending on the brain and education. Funny is that theAuthority supports the campaign is the same Dr. Kawashima who originally recommended to calculate benefits for children rather than the brain games.
No wonder began, authorities from the academic and medical societies of the neuroscience field scientifically unproven or no evidence to criticize products, books and opinion. This year, neuroscience researchers started a group called "Nou Ikasu WO (Take advantage of Neuro Science) and more frequent meetingsThe researchers, where people can participate.
However, adult consumers keep devouring such games. Dentsu, the largest advertising agency announced the choice of consumers chose the No.1 product in 2006 was game software and books for the formation of the brain. So far, the requests went out in front of the apparently real neuroscience comes to fill. The balance between body and brain, an extreme that most Japanese oriented brain-ism, is to the side of the brain, says Dr. Yoro.
AF: Hirano-sanThanks for your insights.
GH: You're welcome.
Copyright (c) 2007 Sharp Brains
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