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

Goal

A 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 motivation

Social Cognitive Theory (SCT)

• Attention, retention , production andmotivation

Intrinsic motivation

Social Cognitive Theory (SCT)

• Attention, retention , production andmotivation

Self-Determination Theory

• Autonomy, Relatedness, Competence

Intrinsic motivation

Social Cognitive Theory (SCT)

• Attention, retention , production andmotivation

Self-Determination Theory

• Autonomy, Relatedness, Competence

Does is last?

Gamification

Broad view needed

Different expertise

Different 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

Examples

King taken over by Activision Blizzard

Examples

King taken over by Activision Blizzard

5.400.000.000 euro

Examples

King taken over by Activision Blizzard

5.400.000.000 euro

Hours played in World of Warcraft

Examples

King 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!