Green side of gamification

July 5, 2011 in -e.showcase

recyclebankBy Steve Mullins. Gaming techniques have great potential to create widespread movements around social and environmental causes, according to a report from green advocacy outfit Recyclebank, ROI Research and Google.

Ninety-seven percent of participants in Recyclebank ‘s recent Green Your Home Challenge said the game increased their knowledge of how to help the environment. Recyclebank says its gamification efforts have reinforced the belief that games can be an effective way to educate consumers on green living.

Eighty-six percent agreed online games and contests can be a good way for companies and brands to inform and educate them personally, and 73% thought games/contests were a good way for companies to interact with consumers in general.

“The data and insights we’ve gained from the partnership with Google and ROI Research confirm our philosophy that the carrot is a very effective approach to motivating a major shift in consumer behavior, and that people are eager to learn how they can live greener lives,” said Javier Flaim, svp of global marketing at Recyclebank. “We’ve already started implementing some of the lessons we’ve learned to create the best possible experience for our members and ensure that our future initiatives make the biggest impact on the environment.”

“Gaming for good is an incredibly exciting area of study, and through this report we’ve gleaned some valuable insights into how it can be leveraged to inspire people to action,” said Scott Haiges, president of ROI Research. “Not all games are created equal, however – through our research and Google’s powerful analytics, we learned that to truly engage around a cause or issue, games should be educational and interactive, make an online and offline connection, and have social elements that enable the participant to get their friends involved.”

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