Game Dynamics and Behavioural Change6th Nov 2011

Let's forget about the problem for one minute!

When it comes to changing behaviour in people, the predictable route doesn't often succeed. Most initiatives for change focus on squarely on the problem, challenging people to understand the problem often through tactics such as fear, education or bribery. 

As most creatives and innovators would know the path to solving complex problems is not often linear, and answers seldom present themselves during the hours of nine to five. Inspriation usually comes from something you would never expect, usually an external source or connection that switches the light on. Changing behaviour works in a very similar way.

An example of this is a campaign to encouraging more recycling in the city of Hollywood, Florida. It is difficult to encourage mass participation in environmental based initiatives, for one simple reason, physical detachment. Once our garbage has been collected from our house, it's no longer our problem. At an intrinsic level we may feel concern or guilt about the growing pollution problem, but these emotions aren't enough to change our behaviour.

Using www.recyclebank.com the city of Hollywood challenged people to recycle using game dynamics. Participants earned points for every kilogram of recycling they produced. They challenge their friends to do the same adding a level of friendly competition. The points could then be traded for goods and discounts supplied by local retailers. The initiative was no longer about recycling, it was about reward and recognition. And the results were staggering.

Recycling Results : Hollywood, Florida

• Two-thirds city residents participated each month 
• Saved $500,000 in disposal fees 
• Generated $250,000+ in recycling revenue
• Increased recycling tonnages by 130%

Other statistics from Recyclebank surveys are also proving that participant were, lo and behold, learning something along the way:

"More than 60% of those surveyed indicated
“moderate” to “considerable” increases in eco-knowledge."

Volkwagen has also exercised this approach with their website 'The Fun Theory'. The site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Again, by not focusing on the problem, and by encouraging participation in new and creative ways, The Fun Theory generated some amazing results. 

Speed Camera Lottery put a new spin on speeding fines by offering the fine proceeds to those that actually obeyed the speed limit by way of a lottery. Before the installation of the Speed Camera Lottery the average speed was 32 kilometers an hour. That figure dropped to 25 kilometers an hour during a three-day test – a speed decrease of 20%.

It's pretty clear that the dynamics of fun, reward and recognition found in games have the ability to change behaviour. Isn't it time that we started taking fun more seriously?

Tags: Changing Behaviour, Game Dynamics, Gamification, Purpose and Narrative