gamification of residential demand response
TRANSCRIPT
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Gamification of Residential Demand Response
Vicki KuoSection Manager, Customer Technology
Con EdisonOctober 24, 2015
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Agenda
• Lets talk Games!
• Challenges for Con Edison residential demand response programs
• Gamification project concept
• Findings
• Q&A
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Gaming Statistics
•Gaming is a $22.4 billion dollar industry.
• 44% of gamers are female. Most frequent female gamer is on average 43 years old.
• 35% of the people surveyed use their smartphone for gaming.
•Gamers play an average of 6.5 hours a week.
http://www.theesa.com/wp-content/uploads/2015/04/ESA-Essential-Facts-2015.pdf
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Why do we like games?
• Studies have shown gaming to be an effective way to engage participants in a reward system.
•Research have shown gamers to have higher level of dopamine release in the brain than non-gamers.
•Dopamine is associated with happiness and euphoria.
http://discovermagazine.com/2007/brain/video-games#.UcmtcjvVB68
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Hours
Load
(MW
)
3,1114,0015,0016,0017,0018,0019,001
10,00111,00112,001
4,0005,0006,0007,0008,0009,000
10,00011,00012,00012,836
25817
1,7042,0942,48270746833013423
Load Range (MW) Number of Hours
8,784 Hours - Leap Year
What is Demand Response?
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23 hours (or 0.3% of the year) comprised the top
800 MW
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Managing Summer Peak Demand
• Over 6 million room AC on Con Edison’s system
• Unit capacity 500 - 2000 W
• Represents ~2,500 MW of load
• ~20% of summer time load
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Customer
View and controlremotely
via Internet
CoolNYC Program
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CoolNYC Challenges
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• Device connection rates• Event participation duration (opt-out time)• Cost effectiveness– Incentive payout– Mobility of room AC population
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$0.10for sure
$100 with a 1 in 10,000 chance
Question• Do you want….
A B
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Raffle Incentive Project
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Gamification Project Concept
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• Behavioral bias: Overweighting small probabilities – Large gamble is preferred to small but certain rewards
• Basic Idea: rather than pay each customer his/her contributed marginal benefit; pool total system benefit and raffle a few large rewards
• Benefits:– Can circumvent ‘small payment syndrome’
– Cost effective: can actually pay less on an average customer basis
– Repeated payments for performance will reinforce the bias
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• Experimental Group– Lottery incentive– N = 200 households
• Control Group– Fixed rebate incentive of $25 for entire summer– N = 200 households
• Demand Response Events– Each event is 4 hours in duration (7 PM - 11 PM)– 5ºF temperature setpoint increase– 6 Events called over the summer 2014 (unseasonably cool)
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The Experiment Design
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The Incentive Mechanism: Lottery Tier Qualification
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Mean Customer Participation Times
The difference in performance is most pronounced on the hottest day.
µe = mean event participation time for experimental groupµc = mean event participation time for control group
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• The average marginal cost to the utility was– experimental group: $0.67 / hour of customer participation
– control group: $1.1 / hour of customer participation15
Mean Customer Participation Times
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Dependency on Temperature
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• Early winners stayed more engaged even with small prizes• Lowered incentive payout• Incentive design for (disruptive) load control
programs should exploit these behavioral biases
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Findings
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Questions?
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