03 Jul '11, 12pm

Weekend Reading: Using Game Theory to Make the World a Better Place

From the "Prius effect," when hybrid drivers use feedback on their car dashboards to challenge themselves to drive more efficiently, to utility consumers in Sacramento competing with their neighbors to see who can save the most energy, games are increasingly used as a tool to help increase sustainable behavior. At the recent Sustainable Brands conference, a gaming expert named Gabe Zichermann shared strategies for companies to harness the power of games. He pointed out that it's the pleasure of play itself, not the subject of a game, that makes people participate. On Facebook, Farmville requires plowing fields, planting crops, and other manual labor. "Does that sound like fun?" Zichermann asked the crowd. "That's work our forefathers gave up in the Middle Ages." And yet over 40 million players play Farmville. That appetite for games can be a powerful tool for driving susta...

Full article: http://www.greenbiz.com/blog/2011/07/03/using-game-theory...

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