mobi - behavioral change by serious gaming · mobi - behavioral change by serious gaming civitas...
TRANSCRIPT
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MOBI - behavioral change by serious gaming
CIVITAS CAPITAL training on gamification
Brussels 18 February 2016
Sander Buningh – DTV Consultants
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Presentation
• Experience
• Theory & examples
• Themes
• Lessons learned
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‘From5to4’
behavioral change by serious gaming
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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.”
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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).
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From5To4
messages
rankingsprogress
dashboard
information
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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.
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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
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From5To4
Information
• www.mobi-project.eu
• 6x country site, example http://www.f5t4.co.uk/
• Animated videos (https://vimeo.com/40157708)
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Intrinsic motivation
Social Cognitive Theory (SCT)
• Attention, retention , production andmotivation
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Intrinsic motivation
Social Cognitive Theory (SCT)
• Attention, retention , production andmotivation
Self-Determination Theory
• Autonomy, Relatedness, Competence
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Intrinsic motivation
Social Cognitive Theory (SCT)
• Attention, retention , production andmotivation
Self-Determination Theory
• Autonomy, Relatedness, Competence
Does is last?
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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.”
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Examples
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Examples
King taken over by Activision Blizzard
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Examples
King taken over by Activision Blizzard
5.400.000.000 euro
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Examples
King taken over by Activision Blizzard
5.400.000.000 euro
Hours played in World of Warcraft
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Examples
King taken over by Activision Blizzard
5.400.000.000 euro
Hours played in World of Warcraft
10.000.000.000 hours
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Examples
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Communication
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Communication
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Communication
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Segmentation
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Game design
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Look&feel
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Sales
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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
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Lessons learned
• Ease of implementation
• Effective (efficient) in use
• ‘Fair’
• Flexible
• Attractive
• What’s in it for me?
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Thank you!