This document summarizes a presentation about using gamification and serious gaming to promote behavioral change in transportation choices. It describes a game called "From5To4" that was used by several organizations to encourage employees to take one less car trip per week and travel smarter. Key aspects of the game included team rankings, progress monitoring, and making the game fun, easy to use, and autonomy-supportive. Examples were given showing reductions in car trips, fuel saved, calories burned, and CO2 emissions as a result of the game. Lessons learned emphasized the importance of positive reinforcement, meaningful badges/awards, participant autonomy, and flexible game design.

1. MOBI - behavioral change
by serious gaming
CIVITAS CAPITAL training on gamification
Brussels 18 February 2016
Sander Buningh – DTV Consultants

2. Presentation
• Experience
• Theory & examples
• Themes
• Lessons learned

3. ‘From5to4’
behavioral change by serious gaming

4. 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.”

5. 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).

6. From5To4
messages
rankingsprogress
dashboard
information

7. 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.

8. 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

9. From5To4
Information
• www.mobi-project.eu
• 6x country site, example http://www.f5t4.co.uk/
• Animated videos (https://vimeo.com/40157708)

10. Intrinsic motivation
Social Cognitive Theory (SCT)
•Attention, retention , production and
motivation

11. Intrinsic motivation
Social Cognitive Theory (SCT)
•Attention, retention , production and
motivation
Self-Determination Theory
•Autonomy, Relatedness, Competence

12. Intrinsic motivation
Social Cognitive Theory (SCT)
•Attention, retention , production and
motivation
Self-Determination Theory
•Autonomy, Relatedness, Competence
Does is last?

13. 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.”

14. Examples

15. Examples
King taken over by Activision Blizzard

16. Examples
King taken over by Activision Blizzard
5.400.000.000 euro

17. Examples
King taken over by Activision Blizzard
5.400.000.000 euro
Hours played in World of Warcraft

18. Examples
King taken over by Activision Blizzard
5.400.000.000 euro
Hours played in World of Warcraft
10.000.000.000 hours

19. Examples

20. Communication

21. Communication

22. Communication

23. Segmentation

24. Game design

25. Look&feel

26. Sales

27. 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

28. Lessons learned
•Ease of implementation
•Effective (efficient) in use
•‘Fair’
•Flexible
•Attractive
•What’s in it for me?

29. Thank you!