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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
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
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
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)
• 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
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
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Courtney HendersonProject [email protected]