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Green My Place: Evaluation of a Serious Social Online Game Designed to Promote Energy Efficient Behaviour Change

The pressing problems of climate change and energy insecurity can both, to a degree, be addressed by improving efficiency and conservation of energy use. A key driver of energy conservation is the consumer market, illustrating the important need to educate citizens towards adopting more sustainable practices. This form of education has several requirements: it must be cost-efficient, scalable, optional or non-intrusive, and self-motivating. We argue that one format that meets these requirements is serious social online games. We describe one such game, Green My Place, which was deployed in the context of the energy-efficiency promotion EU project SAVE ENERGY. We describe two studies evaluating the game, which showed limited positive effects. Analysing the results, we argue that although observable effects might be limited, the format bonuses such as low cost and scalability imply the value of serious social online games, given a large enough population.