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As usual, I suggest you download the full PowerPoint (PPTX) version of this talk to view the embedded animations and videos (which should enhance understandability).......

As usual, I suggest you download the full PowerPoint (PPTX) version of this talk to view the embedded animations and videos (which should enhance understandability). http://www.cs.umd.edu/~jonf/talks.html

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In their State of Green Business report, the GreenBiz Group listed gamification as one of the top sustainable business trends of 2012, noting that game mechanics are increasingly used by companies to provide “rewards for making good, green choices” (Makower, 2012). In the last few years, we have seen a surge of interest in green gamification, which is beginning to touch upon nearly all aspects of our everyday life from cars that rank and reward fuel-efficient driving performance (e.g., the Nissan Leaf) to sanitation services that monitor and reward home recycling behavior (e.g., Recyclebank). As Ashok Kamal, the CEO of the green social media marketing company Bennu notes, this movement represents a “tidal wave of green gamification that is capturing the attention of the green community and the business community as a whole” (Cousteau, Kamal, Freeman, & Pank, 2012).

Given such vibrant enthusiasm surrounding “green gamification,” it is hard not to react with some degree of skepticism. Climate change, pollution, and other human-driven environmental ills are complex, multi-faceted problems—can gamification actually play a serious role in their solution? In this talk, I attempt to provide a partial answer by providing a teaser for my new chapter on gamifying green to come out this year in the book “The Gameful World” edited by Steffen P. Walz and Sebastian Deterding. To learn more, go here: www.gamefulworld.org.

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  • 1. GamifyinggreenJonFroehlichAssistantProfessor CS30th AnnualHCILSymposiumMay22 2013
  • 2. slideshareprefaceBrief
  • 3. The talk!Backto
  • 4. GamifyinggreenJonFroehlichAssistantProfessor CS30th AnnualHCILSymposiumMay22 2013
  • 5. What does gamifying green mean?
  • 6. OK, that’s not it, how about…
  • 7. GamifyinggreenJonFroehlichAssistantProfessor CS30th AnnualHCILSymposiumMay22 2013
  • 8. GamifyinggreenSuper Mario BrosGreen edition
  • 9. WhatisGamification
  • 10. the how
  • 11. the howthe why
  • 12. Deterding et al., From game design elements to gamefulness: defining “gamification”, MindTrek 2011Gamification is:The use of game designelements in non-game contextsSebastian DeterdingAcademic / Leading Gamification Thinker
  • 13. Deterding et al., From game design elements to gamefulness: defining “gamification”, MindTrek 2011Gamification is:The use of game designelements in non-game contextsSebastian DeterdingAcademic / Leading Gamification Thinker
  • 14. Despite detractors, interest in gamification is growing
  • 15. Despite detractors, interest in gamification is growing
  • 16. gamification
  • 17. gamification
  • 18. gamificationmHealth
  • 19. RunningRunkeeper
  • 20. FitnessNike+ Fuelband
  • 21. FinancesMint.com
  • 22. EducationThe Khan Academy
  • 23. Deterding et al., From game design elements to gamefulness: defining “gamification”, MindTrek 2011Gamification is:The use of game designelements in non-game contextsSebastian DeterdingAcademic / Leading Gamification Thinker
  • 24. Deterding et al., From game design elements to gamefulness: defining “gamification”, MindTrek 2011Gamification is:The use of game designelements in non-game contextsSebastian DeterdingAcademic / Leading Gamification Thinker
  • 25. Deterding et al., From game design elements to gamefulness: defining “gamification”, MindTrek 2011Gamification is:The use of game designelements in non-game contextsSebastian DeterdingAcademic / Leading Gamification Thinker…to promote proenvironmentalbehavior
  • 26. Volkswagen, Bottle Bank Arcade – TheFunTheory.com, http://youtu.be/zSiHjMU-MUo
  • 27. RecyclingRecyclebank
  • 28. Public Transithttps://tracker.travelsmart.ca
  • 29. Home HVACnest.com
  • 30. Eco-DrivingNissan Carwings
  • 31. Makower, J., State of Green Business. Green Biz Report, 2012GreenBiz Group listed gamification asone of the top sustainable businesstrends of 2012, noting that gamemechanics are increasingly used bycompanies to provide “rewards formaking good, green choices”GreenBiz GroupCleantech Analysts / Consultancy
  • 32. GamificationIngredients
  • 33. pointsleaderboardsnarrativefeedbackcollectionsunpredictablereinforcementself-expressionlevelscustomizationplayfulnessgoals
  • 34. pointsleaderboardsnarrativefeedbackcollectionsunpredictablereinforcementself-expressionlevelscustomizationplayfulnessgoalsACHIEVEMENT UNLOCKEDSuccessful cooking metaphor in talk
  • 35. MARIO World TIME1312 163003412mini-goalmedium-goalpoints collections levelsscarcity /challengenarrativelong-term goal(save princess)
  • 36. pointsleaderboardsnarrativefeedbackcollectionsunpredictablereinforcementself-expressionlevelscustomizationplayfulnessgoals
  • 37. narrativefeedbackunpredictablereinforcementself-expressioncustomizationplayfulness
  • 38. feedbackHas informational andmotivational properties:it provides a basis forassessment and action,and enables progresstowards a goal.Aitken et al., J. of Applied Social Psychology, 1994; Fischer, J. of Energy Efficiency, 2008
  • 39. eco-feedbacksensing and visualizing behavior to reduce environmental impactfeedbacksensingyou
  • 40. Jon Froehlich, Sensing and Feedback of Everyday Activities to Promote Environmental Behaviors, PhD Dissertation 2011
  • 41. pointsleaderboardsnarrativefeedbackcollectionsunpredictablereinforcementself-expressionlevelscustomizationplayfulnessgoals
  • 42. levelgoalImmediatefeedback
  • 43. levelgoalImmediatefeedbackprogresstrackinglevelsgoalsimmediatefeedback
  • 44. Gartner Group, Press Release, 2012; http://www.gartner.com/newsroom/id/2251015By 2014, 80% of currentgamified applications will fail tomeet business objectivesprimarily due to poor design.Gartner GroupTechnology Analyst Company
  • 45. The difference is in the design and executionvs.
  • 46. The difference is in the design and executionvs.ACHIEVEMENT UNLOCKED2nd successful cooking metaphorin talk. Double bonus.
  • 47. GreenexamplesGamification
  • 48. Traditional Bill: Opower Bill:
  • 49. leaderboard iconic rewardsfeedbackA Gamification Lens3 levelsgoals(implicit)
  • 50. descriptivesocial normfeedbackA Behavioral Science Lenslossaversion
  • 51. Descriptive NormsA descriptive social norm describeswhat is typical or normal behavior in aparticular context:“If everyone is doing it, it must bea sensible thing to do”Goldstein et al., Using Social Norms to Motivate Environmental Conservation in Hotels, J. of Consumer Research 2008
  • 52. standard environmental message descriptive norm message26% increaseGoldstein et al., Using Social Norms to Motivate Environmental Conservation in Hotels, J. of Consumer Research 2008
  • 53. But there’s a problem with social norms…
  • 54. TheBoomerangEffectSchultz et al., The Constructive, Destructive, and Reconstructive Power of Social Norms, Psychological Science 2007
  • 55. TheBoomerangEffectSchultz et al., The Constructive, Destructive, and Reconstructive Power of Social Norms, Psychological Science 2007
  • 56. descriptivesocial norminjunctivemessagingfeedbackA Behavioral Science Lenslossaversion
  • 57. Is Opower successful?
  • 58. ~2.5%energy savings
  • 59. 20 milliontons of coal
  • 60. yearly outputof 4 nuclearpower plants[Armel, BECC 2008]
  • 61. GreenEco DrivingGamification
  • 62. There is a well known link betweenDRIVER BEHAVIOR and FUEL ECONOMYGreene, 1986; Ford, 2008a; Gonder, Earleywine, & Sparks, 2012;
  • 63. Fuel economy can vary by up to25% due to driver behaviorGreene, 1986; Ford, 2008a; Gonder, Earleywine, & Sparks, 2012;
  • 64. Economical DrivingECO-DRIVINGBEHAVIORSAccelerating moderatelyAnticipating traffic flow & signalsDriving at the speed limitEliminating excessive idlingGood car maintenance
  • 65. SAVE33 million metric tons of CO2If 1/3rd US drivers adoptedeco-driving behaviorsBarkenbus, J.,Eco-driving: An overlooked climate change initiative. Energy Policy, 2010
  • 66. Feedback in the automobile
  • 67. Early steam-powered carshad no speedometers!
  • 68. gas gaugespeedometer!clockAustin Torpedo, 1932; http://goo.gl/43A67
  • 69. gas gaugespeedometer clock
  • 70. gas gaugespeedometertachometer
  • 71. Then… a breakthrough
  • 72. Real-time feedbackabout fuel economy!
  • 73. Then… another breakthrough
  • 74. Toyota PriusJapan Release 1997; Worldwide 2000
  • 75. Harry Fuller, Raise your Prius gaming score, CNET News, 2006; http://goo.gl/FhRmrConstantly watching the mileagemeasurements on the Priuss little videoscreen is really a mobilized videogame. Its NOT simply driving a car.Harry FullerFormer executive editor at CNET
  • 76. GAMEDrivers interpret the feedback as aKurani et al., 2010; Stillwater and Kurani, 2011
  • 77. Prius Designed in Pre-Gamification Era
  • 78. O’Dell, J., Eco-Driving Systems, Edmunds AutoObserver, 2009When we observed hybrid drivers, wefound they were going for highscores, a gaming behavior that hasnever existed in cars before. Wedesigned to accommodate it.Steve BishopDesigner at IDEO
  • 79. feedback +narrativevisual reward+ collectionsfeedbackFord SmartGaugeDebuted in 2010
  • 80. Honda Eco-Assistgamificationpanel
  • 81. Nissan Carwings
  • 82. Are these systems successful?
  • 83. Analyzed 400,000 journeys by5,697 drivers across 5 countriesDrivers reduced consumptionby 6% with eco:Drive
  • 84. gamificationcriticisms
  • 85. GAMIFICATIONCRITICISMSOverhyped and superficialPlay should be voluntaryIntrinsic vs. extrinsic motivationCredibility and trustPoint inflationEthical issuesUndermines user agency…
  • 86. Margaret Robertson, Can’t Play, Won’t Play, 2010; http://goo.gl/hu1lV; see also http://codingconduct.cc/Meaningful-PlayGamification is an inadvertent con. Ittricks people into believing that there’s asimple way to imbue their thing (bank,gym, job, government, health) with thepsychological, emotional and social powerof a great game.Margaret RobertsonGame Designer / Consultant
  • 87. Melissa Parrish, Q&A with Seth Priebatsch, 2011; http://goo.gl/DafyP; see also http://codingconduct.cc/Meaningful-PlayAt SCVNGR we like to joke that withseven game dynamics you can prettymuch get anyone to do anything.Seth PriebatschCo-founder of SCVNGR & LevelUp
  • 88. Business Model:Partner with utilities.Pay virtual currency forverified energy efficiency.http://zemagood.com
  • 89. Eric Senunas, Gaming as an Energy Efficiency Behavior Tool, BECC 2012You will become [energy] efficientin spite of yourself because youwant that farm cash.Eric SenunasCo-Founder Zema Good, Inc
  • 90. Slide based on Sebastian Deterding’s Meaningful Play talk, 2011: http://codingconduct.cc/Meaningful-Play
  • 91. Intrinsic vs. Extrinsic motivationSlide based on Amy Jo Kim’s Gamification 101: Design the Player Journey, http://goo.gl/714PI
  • 92. When sensors go wrong, gamification breaks.
  • 93. When sensors go wrong, gamification breaks.!
  • 94. When sensors go wrong, gamification breaks.
  • 95. When sensors go wrong, gamification breaks.
  • 96. When sensors go wrong, gamification breaks.
  • 97. When sensors go wrong, gamification breaks.
  • 98. talkconclusion
  • 99. Some useful books
  • 100. Some inspiring/useful talks
  • 101. Some helpful design cards
  • 102. GamifyinggreenJonFroehlichAssistantProfessor CS30th AnnualHCILSymposiumMay22 2013ACHIEVEMENT UNLOCKEDYou made it through my talk!twitter: @jonfroehlich
  • 103. FontsSegoe UI SemiboldSegoe UI LightSegoe PrintHelveticaNeueLT Com 25 UltLt BoldHelveticaNeueLT Com 25 UltLtArcadeClassic
  • 104. Firespotter Labs, Jotly Rate Everything, 2011; http://youtu.be/QIWpbfZHHzc