Presentation for Level-2 Gamification certification, how we can use mobile and gamification to increase community engagement, education, points and rewards around Recycling in Dubai.

1. Mobilizing &
Gamifying
Recycling In
Dubai
Copyright @ RecycleDubai.org

2. Dubai’s Trash Problem
• Every Dubai resident sends 2.8
kilograms of waste to the landfill
every day.
• One of Dubai's two landfill sites is
full and will be soon be closed, and
the other will reach capacity in less
than seven years for it grows by
two to three meters a year.
• Need to cut the city's domestic
waste by 15 to 20 per cent a year
• Dubai wants almost zero waste
output by 2030.
Copyright @ RecycleDubai.org

3. Governments Solution To Increase Recycling….
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Creation of a recycle program called My
City, My Environment
Placing recycle bins within high-income
communities to share. Each bin has
recycle identifier wrappings.
Placing random undisclosed recycle bins
throughout highly populated areas
Awarding house maids with Ipad’s and
cash incentives, not sustainable and does
not educate the right target market
Going door to door to get surveys from
family households within communities
that have the bins.
Hotels taking up the cause however
limited to private enterprises.
Dubai passing laws for Malls to provide
recycle bins however not enforced.
Sporadic marketing efforts to educate
consumers
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4. Challenges To Be Solved To Get People To Recycle!
• Changing lifestyle to
adopt and engage
through edutainment
• Effective communication
between population and
government
• Educating consumers
• Lack of infrastructure
• Educating the
future….the Children
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5. Recycle Dubai To The Rescue!
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6. Recycle Dubai > Gamifying Recycling
Objective
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Utilize over 75% of mobile subscribers carrying a smart phone in Dubai
Create Internal & External Triggers To Motivate People to Recycle
Offer Intrinsic and Extrinsic Rewards for frequency
Build a Tribe Community of Recyclers through virality
Provide instant gratification for each recycle deposit
Educate future generations through edutainment
Desired Results
Player Types
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 Achievers
 Socializers
Awareness
Adoption
Participation
Retention
Rewards
Share
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7. Gamifying Recycling Solution #1
Points & Rewards = Motivation
User Engagement
• Place QR codes on each recycle bin
• Users scan QR codes with IOS/Android mobile app made by RecycleDubai.org
• Each scan allows Donation Points instantly to that user, user collects points
for future rewards and peer recognition.
• Social share certain achievements (reached xx Donation Points, Community
leader, etc)
• Social share recycle bins locations
• Invite friends/family to recycle bins locations and program
Results of Actions
• Users receive instant gratification for recycling and engaging socially
• Government receives invaluable data about the recyclers and history
• Recycle company receives data on deposit habits, when a container is full
• Government knows more about which communities are most engaged
• Unique promotions can be per community by changing QR code
Copyright @ RecycleDubai.org

8. Gamifying Recycling Solution #2
Badges & Leaderboard
Recycle Leaderboards:
 Leaderboards are community specific to recycle
bins locations
 Users are recognized as community leaders
 Leaders can help educate non-participating
community members
 Build and gain social interaction between
communities
 Mobile mapping shows all users which communities
are leaders
Recycle Badges:
 Give users strategic badges for x number of deposit points earned, social sharing,
filling out surveys, requesting new bins, organizing recycling events and more.
 Badges relate directly to total deposit points and leaderboard position.
 Users can social share badges, or educate other users about badges
Copyright @ RecycleDubai.org

9. Gamifying Recycling
Solution #3
Mobile Engagement!
Creating Engagement Through Mobile
• Allow and reward users to take quizzes or surveys for points/badges
• Allows users to report damaged containers
• Allow users to report full containers
• Allow users to recommend new locations for containers
• Mobile Push notifications to educate consumers, new recycle bin locations, new
promotions
• User personalized rewards
• Community Managers
• Community Missions, Powerups and more.
Copyright @ RecycleDubai.org

10. Recycling in Dubai
…Can happen if we utilize mobile to educate,
provide real time incentives, and community
based rewards.
Copyright @ RecycleDubai.org