Gamification involves using game mechanics and elements to encourage behaviors and engage customers. Utilities will spend $65 million by 2016 applying gamification to build loyalty and engagement through achievements, competition, feedback, and goal setting. Gamification can leverage human psychology and provide instant, positive feedback to customers on their energy usage compared to neighbors, through leaderboards, contests, friend activity, suburb challenges, targeted offers, weather data, and tier usage calculators.

1. Gamification
by Steven Bradley

2. Gamification by Steven Bradley
“Utilities will spend
$65 million on
applications by
2016 to engage
customers.“
Gamification
Building a community
organically around a product,
service or goal using game
technology and mechanics.
IDC Energy Insights (USA)

3. Gamification by Steven Bradley
What is Gamification?
Achievement Competition Fun
- Progress
- Badges
- High score
- Opponent
- Pride
- Easy
- Challenging
Goal
- Improve status / loyalty
- End the game
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4. Gamification by Steven Bradley
What does it leverage?
"Takes advantage of humans' psychological
predisposition to engage in gaming."
Meaning
Empowerment
Accomplishment Scarcity
Ownership
Social pressure
Unpredictability
Avoidance

5. Gamification by Steven Bradley
Gamification
encourages behaviour with
instant, positive feedback.
What types of feedback can we
give our customers?

6. Gamification by Steven Bradley
Gamification
in other industries
Frequent Flyers Program
(JetBlue)
Education
(Mathletics)
Shopping
(Ebay)

7. Gamification by Steven Bradley
Gamification for Energy
What would our end goal be?
Example: Sustainable Energy Strategy
Energy players keen to improve energy
efficiency and/or peak response.
Note: you need granular and real-time energy data, which allows
them to provide instantaneous feedback.

8. Gamification by Steven Bradley
Neighbour Comparison
Show users how their usage compares to that of their neighbour and
houses like theirs. Can be Suburb vs. Suburb or even State vs State.
Examples of interactions for
Energy Customers
Virtual Rewards
Earn points and badges for energy saving actions.

9. Gamification by Steven Bradley
Daily + Monthly Contests
Coordinate with Utility Marketing Teams to create contents.
Leaderboards
Show ranking of highest achievers to spur competition.
Friend Activity
A streaming credits list of actions friends have taken to save energy.
Suburb Challenges
Competitions between groups increases motivational values, also
great PR (Red Flag NRMA)

10. Gamification by Steven Bradley
Targeted Program Offers
Offers based on key timed actions leading to incentives or unlocks.
Weather Data
Incorporate weather data to make relevant suggestions and to
predict/game usage output.
Tier Usage Calculator
Shows which tier they are in and how they can get to a more
affordable tier.
Convert Social Network
Unlock status or rewards on referring or growing network.

11. Congratulations!
You are now
Gamified!