A new report from Recyclebank, ROI Research and Google reveals that people are motivated by games. This may not come as a surprise to you but the report shows that online social games can actually have a positive impact on a person’s offline behavior. When the game or contest is eco-focused, then the person’s eco-conscious behaviors increase.
The data for the report, Using Games for Good: Motivating a Shift in Consumer Behavior with Social Gaming (PDF), was collected during Recyclebank’s Green Your Home Challenge. The challenge, which was held during the month of April, used gaming techniques to encourage contestant participation. The process is known as gamification and it worked — almost 49,000 people participated in the challenge.
"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, senior vice president 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." Source: Recyclebank
Highlights from the report include:
- 97 percent of participants said the game increased their knowledge of environmental issues
- 54 percent of existing Recyclebank users said they are either very or extremely likely to take eco-positive actions based on their game experiences
- Green actions by participants increased over the challenge period
- 86 percent of participants said that games and contests are a good way to educate the public
Recyclebank just launched a new challenge, the Green Your Vacation Contest, and ROI Research and Google will be collecting data to see the effect that gamification has on this set of participants.