Gamification platforms help to motivate people to choose sustainable means of transport. They are also useful for sustainable mobility infrastructures design.
Public Works Agency implemented in 2016 a mobility plan for Staff, in to enhance the workers quality of life and the environment.
After a deep study and surveys, one of the chosen actions was to join gamification platforms linked to sustainable mobility. Thus, Users registered their urban trips in the chosen platform using track apps and were motivated thanks to gamification elements (ranking, points, Mobility Challenges and rewards) when using sustainable means of transport.
That helped to reduce absenteeism and increase productivity.
Apart from the direct benefit to users, the use of those platforms was well received by local traders, that give certain discounts in return for the accumulated points, and that helps to increase the number of customers.
From the point of view of infrastructure design, the obtained tracking data (respecting data protection) are being used to make "Mobility heat maps", that are density maps of the real cycling and walking routes of users registered in the platform, and recently also of public transport use, with a bigger sample than the one that can be got by using traditional surveys. This helps to fill the gaps in existing cycling networks and to prioritize the ones that are already under study. It also helps to design safe traffic routes for pedestrians when it is needed, and to improve public transport lines.
This kind of platforms usually have an annual fee for the use of a private license use. Just as a reference (to be consulted in any particular case), the annual fee price ranges between 5.000 up to 50.000€, depending on the number of potential users and of the chosen rewarding system.
Evidence of success
In the particular case of Public Works Agency, the number of workers commuting by car or motorbike decreased from 69% to 51% between July 2016 and January 2018.
Since the use of gamification platforms in July 2016 till january 2018, up to 45% of Public Works Agency Staff had join them and participated in the different sustainable mobility challenges carried out in the company and between different companies.
At city level incentives programmes, those platforms are more effective with city councils support. They can help to promote the different initiatives by using their online and offline marketing resources to grow the users community.
Potential for learning or transfer
The number of users of those platforms is increasing very fast. In Public Works Agency particular case, the positive experience has motivated other companies and users to join them, and now are being used in many public and private companies all over Spain, and it is beginning to work in other countries.