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GAMES AND GAMIFICATIONCan These Lead to Long‐Term Energy Savings?
Courtney HendersonProject Manager
ILLUME Advising, LLC
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Games/Gamification Overview
Behavioral Strategies
Case Studies
Challenges & Opportunities
Applications to DR
AGENDA
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WHY GAMES?Games reach millions of people
58% of Americans play video games
Games are a powerful way to get people to interact & communicate.
48 million Americans play games on smart phones/tables
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KEY OBJECTIVES IN ENERGYIt’s more than the savings.
Behavior ChangeCustomer Engagement
Energy Savings
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Commitment/Goal‐Setting
Follow‐through
Feedback Framing
In‐PersonInteractionsRewards/Gifts
(incl. Recognition)
Social Norms
COMMON BEHAVIOR CHANGE STRATEGIES
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COMMON GAME COMPONENTSGetting customers to engage.
Achievements & Rewards
Leaderboards Leveling Up
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Students made public pledges to save energy
Students tracked progress on a leaderboard
Students earned points and received prizes
CASE STUDYCommitment
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Customers earned points for saving energy and could view status on leaderboard
Customers got feedback on energy usage
Earned points and received prizes
CASE STUDYFeedback
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Players receive deck of cards andcommit to taking actions
Players earn points for taking actions. More points given for more difficult actions.
Players could track points on a leaderboard, and received cashprizes.
CASE STUDYCommitment & Rewards
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Image from: http://ctenergychallenge.com
Operations and maintenance activities are part of a long‐term competition.
Rewards: Buildings and operators are recognized for activity through a leaderboard and annualrecognition events.
Social Interactions: The program also holds quarterly operator forums to encourage interaction.
CASE STUDYSocial Interactions & Rewards/Gifts
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RESIDENTIAL GAMES
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PROGRAM BEHAVIORAL STRATEGIES RESIDENTIAL PARTICIPANTS (N)
DURATION
ELECTRIC SAVINGS GAS SAVINGS
Cool California Challenge
Community competition; social norms; peer‐to‐peer interactions; rewards
2,700 households 5 mos. 14% (Gross) 0%
Energy Smackdown Community competition; social norms; peer‐to‐peer interactions; rewards
100 households (3 communities)
12 mos. 14% (Gross) 17% (all heating fuels)
Western Mass Saves Challenge
Community competition; goal‐setting; feedback via online portal; rewards
2,000 households (4 communities)
8 mos. 0.1‐2.3% (per community, gross)
NA
SDG&E Energy Challenge (CA)
Household competition; social norms; peer‐to‐peer interactions; rewards
5,634 households 9 mos. 6% summer; 2% winter (net unadjusted)
NA
Biggest Energy Saver (CA)
Household competition; real‐time feedback via IHD; rewards
200 households 2 mos. 11% (gross) NA
Select programs shown. See CARD report for details of all programs included in study.
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COMMERCIAL GAMES
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Select programs shown. See CARD report for details of all programs included in study.
PROGRAM BEHAVIORAL STRATEGIES DURATION
COMMERCIALPARTICIPANTS
ELECTRIC SAVINGS
iChoose (Milwaukee Fire Department, Wisconsin)
Team competition 2 mos. 29 buildings / 130 participants
6.6% (Net unadjusted)
Duke Smart Energy Now Real-time feedback via lobby kiosks; energy champions (peer-to-peer), training, pre-packaged “campaign”; behavioral experts
NR 59 buildings 6.9% (Net Unadjusted)
BC Hydro Workforce Conservation
Energy champions (peer-to-peer); real-time data/feedback; commitment; rewards
1 year 300 sites 0-3% (Net unadjusted)
SnoPUD Behavior-Based Energy Efficiency Pilot
Within-store competition; real-time feedback via in-store displays; education
1 month 10 stores 2% (Net unadjusted)
Boulder 10 for Change Challenge
Business-to-business competition; peer-to-peer interaction; commitments; goal-setting
1 year 100 businesses 8% (Gross;electric and gas)
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• Customer engagement• Multiple sectors• Scalability• Layer games within current
programs• Get people to take actions in
short time periods (DR!)
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OPPORTUNITIES & KEY POINTSHow to Integrate into DR
• Define your target audience• Define the behavior(s) you
want customers to take• Make it fun!• Don’t over-simplify
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ILLUME Advising LLC, Vine E, Mazur-Stommen S. (2015). Energy efficiency behavioral programs: literature review, benchmarking analysis, and evaluation guidelines. Minnesota Department of Commerce, Division of Energy Resources.
Mazur-Stommen S, Farley K, Nadel S. (2015) Gamified Energy Efficiency Programs. ACEEE, Report B1501.
Vine E and Jones S. (2015). A review of energy reduction competitions studies: scaling up deeper savings through comparative feedback and recognition. Prepared for California Public Utilities Commission. California Institute for Energy and Environment.
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RESOURCES