Gamification - Utilities Context

The utilization of Gamification can help to efficiently change consumer behavior and reduce the use of energy. – States General Energy Efficiency Report, 2017 ENEA

Gamification is the process of integrating game-design elements and game mechanics into existing experiences and platforms to drive user engagement, participation, interaction, and productivity to name but a few of its uses.

As the global business community grows, many business institutions are finding and adopting the use of the concepts of gamification to market their products. Essentially, gamification is the use of strategic game designs and mechanics to encourage interested parties to accomplish their goals.

How does gamification work?

By adding interactive elements to marketing information, educational resources, or other content, gamification makes that data more appealing and more remarkable.

Gamification controls three elements to achieve high levels of participation:

Mechanics: Mechanics is the set of norms. The mechanics do not have to be complex to make the game amusing. Dynamics: This is basically the game play, whether building a contraption, smashing moles, or collecting widgets. Game dynamics act as a means to progress and receive a reward. Reward: This is accomplished by the payoff. This could be a maximum score, a medal or a fresh piece of information. An engrossing experience offers some measurement of progression for consumers as they try to reach their reward.

Utilities & Gamification

Utility industries are taking up Gamification as a tool to engage with their employees and user base. There are numerous areas where gamification can play an important role in achieving the desired organisational goals, whether it is marketing, increasing awareness, or enhancing collaboration. Some of the main use cases where gamification can generate better results for utilities as opposed to the traditional approach are:

Marketing of new services, increasing knowledge about conserving energy and water, improving employee collaboration and enhancing performance at the contact center E-learning adoption and uptake & engaging customers in operations.

In the utility industry, Gamification is one of the most valued approaches to improving customers’ loyalty, raising their awareness, and encouraging them to embrace "green" behaviors in both domestic and business contexts.

Game theory can be employed in a variety of areas of study, including consumer behavior regarding energy use by:

Engaging: When summer temperature rises and air conditioners work at their maximum capacity, the demand for electricity stresses the power grid. The same occurs when temperatures drop and heating devices increase both electricity and gas consumption.

When this occurs, utilities attempt to manage these peak hours of energy demand with a demand response technique. A plan is then developed to boost industrial users and residential customers to reduce their energy consumption to help charge the network.

Encouraging: Just what you were thinking, the gamification method is applied to energy efficiency. Energy consumption is an important and serious social problem. So gamification and serious games offer a means of influencing individuals with regard to energy consumption.

Customer assistance is becoming increasingly important, as it is key to help the utility improve energy efficiency. While technology is helping the utility digital switch over from a traditional to a future-oriented utility, it is up to the utility to assist the customer in changing their mind to:

Promote best practices by protecting the environment

Customize for improved customer experience &

Counterbalance electricity demand & supply with Critical Peak Pricing


We lead a Gamified life. All of our activities, whether academic, professional, domestic, or recreational, are motivated by direct or indirect gamification theory. Getting graded, winning medals, earning miles, getting remunerated and numerous other tangible and intangible profits are the outcome of a gamified system. In other words, gamification engages us in a playful manner while driving us towards the desired target.

Gaming is a big trade and utilities know it. As a consequence, utilities are developing apps because gamification provides a powerful avenue to create an excellent consumer experience and encourage conservation behavior. Gamification rules can be utilised by the utility industry to change consumer behavior, develop brand loyalty, and drive engagement across the utility value chain.