The National Senior Games, an Olympic-style biennial event tailored for individuals aged 50 and above, commenced on July 24 in Des Moines, Iowa. Health insurance giant Humana is serving as the presenting sponsor for the tenth consecutive year. Complementing the physical competitions, Humana has introduced a new initiative this year: the inaugural Humana Cognitive Games. Launched on HumanaGames.com, these online games are designed for mental exercise and are universally accessible, regardless of whether one is a Humana member.

The Humana Cognitive Games offer a diverse array of mentally stimulating activities, including matching games, word games, and brain teasers. Beyond just interactive games, the platform also features lifestyle tips and various educational content, all specifically curated to exercise the mind and foster social connection among participants. As players engage with the games and access content, they can accumulate points to earn bronze, silver, and gold badges, symbolically mirroring the medals awarded to athletes at the National Senior Games. A dynamic leaderboard system is also integrated, encouraging friendly competition and enhancing social interaction among participants.

Kelli LeGaspi, Humana's director of Medicare and Medicaid external communications, outlined the promotional strategies for the Cognitive Games, which specifically target older adults through various channels. These include comprehensive paid and organic social media campaigns, along with national-level sponsored articles and e-newsletters. To actively engage the more than 12,000 participants at the National Senior Games, Humana is distributing on-site materials. These include QR codes that link directly to the Cognitive Games, a collaborative community word search, and a dedicated book filled with crossword puzzles and other mind-stimulating activities. Furthermore, traditional analog games such as Jenga, Connect Four, chess, and Scrabble are provided at numerous on-site locations, including the Athlete’s Village and the Pickleball Recovery Lounge, offering attendees opportunities to train their brains between athletic events. The broader objective of these initiatives is to encourage older adults to adopt daily habits that may contribute to preventing cognitive decline and maintaining their independence.

This emphasis on independence is strongly substantiated by recent research findings. A survey conducted in May by Morning Consult for Humana’s CenterWell health services business revealed that a significant 78% of the 4,217 adults aged 65 and over surveyed prioritized independence over mere longevity without self-sufficiency. While a substantial 94% of respondents considered their overall health and well-being a top priority, a concerning 26% anticipated their mental health to deteriorate with age, and more than four in ten expressed worries about potentially ending up in a nursing home. Humana asserts that the Cognitive Games are designed to bridge this gap by rendering holistic health activities both engaging and readily accessible. Both the National Senior Games and the Humana Cognitive Games are scheduled to conclude on August 11. Other notable sponsors of the National Senior Games include the pharmaceutical firm GSK, which is promoting its Sideline RSV awareness campaign, alongside CareScout home care, WaterWipes, Silver Sneakers gym memberships, Growing Bolder media, WesleyLife senior communities, Therabody, and Uber.