Presentation on Gamification in Mobility Management. It gives an overview of implementation in the Netherlands and the EU. From5to4 is implemented in 6 EU countries in the context of the www.mobi-project.eu. First results show a decrease of car usage during peakhours with at least 20%!

1. ‘From 5 to 4’
Successful gamification in Mobility Management in Europe

15. From5To4
Willem Buijs:

19. ‘From 5 to 4’
Successful gamification in Mobility Management in Europe

20. Peak-shaving: avoiding
traffic in peak hours!
Test with awarding peak-
avoiders with money
-> $ 5/ride
Strange program:
awarding is okay!
but with money?

21. We invented From5to4! First game in Mobility

22. From5to4

23. From5To4
Aim of the game
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.”

24. From5To4
Why a mobility game?
• “Smarter travelling and smarter
working” is being introduced or
stimulated in many ways.
• DTV Consultants & Organiq new media
developed a mobility game that
presents this as a challenge instead of
a chore.
• Breaking habitual behaviour via
employer and colleagues; game as
driver and for monitoring.

25. From5To4
Success factors
• Team spirit
• Competition
• ‘Flow’ (ease, fun,
design, logic)
• Freedom of choice
• Autonomy
• It links to the
ambitions, goals and
measures of the
organisation.

26. From5to4
FAQ & Help

27. Mobi
Personal Coach
From5to4

33. From5to4
FAQ & Help

34. And more:
• Menu for off line activities
• Continuous (agile) development
• Adaptable look & feel
• Framework for prizes and/or support charity
• Student research (Universities)
• Benchmark and data export (dashboard)
• Monitor for your energy, CO2, calorie reduction
• Forming communities
• App in development
From5to4

35. From5To4
From5to4 - implementation
• Different companies in the Netherlands
• E.g. Erasmus University, City of Eindhoven, Capgemini
• Tested by TNO: with blind test-team, test-team, game-team

36. From5To4
From5to4 - implementation
EU – project: MOBI (www.mobi-project.eu)
• Version 2.0 of F5T4
• More gamification
• Played in 6 countries

37. From5To4
Reporting:
• Baseline measurement
• Effects in number and
distances, incl analysis
• Also CO2 & calories
• Advice

38. From5To4
Yield (examples):
City of Eindhoven:
• 55p, 6mths, gasoline 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

39. From5To4
Results:
• -15% to -25% rush hour avoidances;
• average -21% increase in car-usage;
• Team spirit improved;
• Gaming;
• modal split
• health - Calories
• emissions - CO2 reduction

41. From5to4

42. From5to4
Before After

43. From5to4 is:
 Your instrument to guide behaviour change
 Your accessibility measure
 Your way of showing CSR
 Your benchmark for employee mobility
 Your serious game at the working place
From5To4

44. From5To4
Costs per player:
• Via EU project next 2 years pm
Start-up, 6 mths game period,
guidelines, materials, reporting,
coaching, evaluation etc.
• 1000+ players region pm

45. From5to4

46. WWW.VAN5NAAR4.NL
www.f5t4.com
w.buijs@dtvconsultants.nl
Any
questions?