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