Integrating Exergames in Physiotherapy: Business Model Insights and Strategic Recommendations

Jennifer Joseph ()
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Jennifer Joseph: Keck Graduate Institute, Claremont, California, USA

International Review of Management and Marketing, 2026, vol. 16, issue 2, 335-342

Abstract: The integration of exergames in physiotherapy has gained attention due to their potential in improving rehabilitation outcomes, particularly for the elderly population facing mobility and fall risks. This study examines how exergames can be integrated into physiotherapy practices, focusing on business model elements and stakeholder perspectives, to determine the feasibility of market entry for an exergame product. A mixed-methods approach was employed, combining a comprehensive literature review on exergame technologies and digital health frameworks with qualitative interviews from physiotherapists at public and private clinics. Additionally, a pilot project framework was designed to validate the usability, clinical efficacy, and cost implications of the exergame prior to full-scale rollout. The study identified public clinics as the primary entry point for the exergame, with private clinics and community centers following. A subscription-based revenue model was preferred to minimize upfront costs for clinics. Key success factors for adoption included customizable exercise modules, multiplayer functionality for social engagement, and simplified onboarding. Strategic partnerships with government agencies and targeted marketing were also found to be crucial for widespread adoption.

Keywords: Exergames; Physiotherapy; Business Model; Digital Health; Rehabilitation (search for similar items in EconPapers)
Date: 2026
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DOI: 10.32479/irmm.22706

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