Game-based Energy Efficiency Programs: State of Play Susan Mazur-Stommen, Ph.D.

, Director, Behavior and Human Dimensions Program

Background In the past several years, the term gamification has gained traction within the behavior-program community. It generally means the transformation of mundane (or even obligatory) activities into something fun, through the applied principles of game design. Behavior Program staff at ACEEE have identified at least nine utility-run game-based programs since 2003; with the majority arriving on the scene after 2009. The free market has also brought gamification to energy efficiency; Opower and NRDC teamed up with Facebook in 2012 to produce a social app with game-like features. Practically Green and Dropoly are other for-profit enterprises which feature a game structure or component. Research Objective Review a variety of game-based programs that purport to encourage changes in behaviors associated with energy consumption. This research would sort games into types and discuss the different purposes behind them. We would also examine them in terms of quality game play, as well as impact on behavior and energy savings (where possible): A game developed by Stanford University found participants in an initial study lowered their home energy use 3 percent, which is relatively high for energy behavior change. In addition, said PhD candidate James Scarborough, 85 percent of participants said they would continue to play the Stanford game Power House after the study ended.1 How well do games perform objectively, as games? Are people willing to play games that are focused on energy efficiency and other sustainability issues? Are there optimal forms such games should take (online vs. board)? What about channel partners like Facebook? Or the role of specific platforms, like mobile vs. web? And do these qualities affect the ability of games to generate measurable, persistent energy savings? Proposed Project To address this opportunity, we will summarize available information on altruistic gamification whats been done and what works. Using that literature review as a guide, we propose to evaluate a set of games for energy saving achieved, costs and benefits, other lessons learned, and recommended next steps.

http://peec.stanford.edu/news_becc_gamification

Project Tasks/Timeframe For our profiles and analysis of the different program types, we want to be comprehensive in addressing program design and characteristics. Our objective is to provide a catalog of game types that provide insight for energy efficiency programs considering gamification. We anticipate a nine month project with three months for planning, logistics, and research design; three months for data collection, testing, and evaluation; and three months for analysis, and publication. Work would begin Q4 2013, with a publication date Q3 2014: November-January Determine what types of games to include: develop a set of game types. Develop templates for data to be obtained on each game. Develop template for profiles of games. Identify key organizations and individuals to contact for information. Identify key experts in games and game theory Complete initial literature review on game theory/gamification in energy efficiency February-April Identify and gather data on game examples that illustrate emerging trends Conduct interviews with both game designers and program managers re expectations Assess game performance/does it achieve gamification? May-July Complete review draft, which will include: o Profiles of all game types, o Overall project report, describing the project and discussing the results o Provide recommendations for the refinement of gamified sustainability experiences August Send draft report out for external review September Publish final report

Project Staffing Susan Mazur-Stommen as lead, with assistance from Kate Farley. Project Funding Requirements ACEEE projects a budget of $45,000 for this project. Organizations funding this work will be able to help guide the research by serving on a project advisory committee. They also will be provided interim updates on the research findings and have pre-publication access to research results. Contact For information on this proposed research and to inquire about being a project funder, please call Susan Mazur-Stommen, Behavior and Human Dimensions Program Director at 202-507-4026; or email to, smazur@aceee.org.