Post on 17-Feb-2017
MOBI - behavioral change by serious gaming
CIVITAS CAPITAL training on gamification
Brussels 18 February 2016
Sander Buningh – DTV Consultants
Presentation
• Experience
• Theory & examples
• Themes
• Lessons learned
‘From5to4’
behavioral change by serious gaming
From5To4
GoalA fun way to let employees travel and work in a smarter way, with the aim of having 20% less car traffic during rush hours.
Of every 5 working days, 1 day without car.
“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”
From5To4
Why a mobility game?
• Smarter travelling and smarter working is being introduced in many ways.
• Not many examples of presenting this as a challenge.
• Gamification succesfull in other fields.
• Breaking habitual behaviour (and monitoring).
From5To4
messages
rankingsprogress
dashboard
information
From5To4
Success factors• Team spirit• Freedom of choice• Competition• ‘Flow’ (ease, fun, design)• Monitoring• Autonomy
• It links to the ambitions, goals and measures of the organization.
From5To4
Benefit examples:
City of Eindhoven:• 55 participants, 6mths, fuel saved: 6.000 euro
Verkeersonderneming:• 26p, 4mths, 22% less rush hour trips by car
TNO Research Institute:• 200p, 4mths, 4.000kg CO2 saved
Rotterdam School of Management:• 30p, 4ths: 122.000 calories burned
From5To4
Information
• www.mobi-project.eu
• 6x country site, example http://www.f5t4.co.uk/
• Animated videos (https://vimeo.com/40157708)
Intrinsic motivationSocial Cognitive Theory (SCT)
•Attention, retention , production and motivation
Intrinsic motivationSocial Cognitive Theory (SCT)
•Attention, retention , production and motivation
Self-Determination Theory
•Autonomy, Relatedness, Competence
Intrinsic motivationSocial Cognitive Theory (SCT)
•Attention, retention , production and motivation
Self-Determination Theory
•Autonomy, Relatedness, Competence
Does is last?
GamificationBroad view neededDifferent expertiseDifferent components
Very easy to do it wrong, not so easy to do it just right..
“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”
Examples
ExamplesKing taken over by Activision Blizzard
ExamplesKing taken over by Activision Blizzard
5.400.000.000 euro
ExamplesKing taken over by Activision Blizzard
5.400.000.000 euro
Hours played in World of Warcraft
ExamplesKing taken over by Activision Blizzard
5.400.000.000 euro
Hours played in World of Warcraft
10.000.000.000 hours
Examples
Communication
Communication
Communication
Segmentation
Game design
Look&feel
Sales
Lessons learned
•Use positive! (not manipulative)•Add meaning to awards and badgets•Fun is no fun when you are told to have fun•Use leaderboards wisely•‘Agile’ development•Use (almost) always positive feedback
Lessons learned
•Ease of implementation•Effective (efficient) in use•‘Fair’•Flexible•Attractive
•What’s in it for me?
Thank you!