Our research shows that
gamification—offering points, badges, prizes, or spots on a leaderboard in exchange for participating in specific, non-game-related activities—can encourage people to travel actively to school or work.
To test this, we set up a gamification initiative called
Beat the Street to see whether it could encourage people in the London borough of Hounslow to travel actively.
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During our game, which ran from September 18 to October 30, 2019, residents and visitors to Hounslow could earn points by tapping a card on physical boxes placed throughout the borough. Players were given 10 points each time they touched two boxes consecutively with a card, indicating they had actively traveled between them. And yes, we made sure to remove any obvious cheaters from the game.
At the end of the six-week game, the highest-scoring individuals and teams (schools, community groups, and workplaces) were rewarded with prizes, such as vouchers for sports equipment, craft materials, or books.