GAMING for GOOD CONCEPTS TO
SUPPORT THE REALITY OF CLIMATE CHANGE CO N S U LTI N G

FOREWORD Games are the new
normal. The popularity and proliferation for advocates to reach entirely new audiences with games of smart phones, tablets and other mobile devices—coupled that are engaging, fun, and motivational. with a wide variety of social networking platforms—provide Recently, I was introduced to Piers Fawkes and the fertile ground for the incorporation of games into our lives wonderful team at PSFK and for the past several months in fresh, new ways. Whether it’s playing Scrabble on your The Climate Reality Project, PSFK and I have collaborated iPhone or Farmville on Facebook, now millions fill the in an open source “Gaming for Good” Challenge. I hope interstitial moments of their lives with the simple fun that that you will enjoy the results of this collaboration and that these programs and apps provide. it will encourage you to think creatively about social As games have become ubiquitous, both the private and impact games. public sectors have begun to seriously look at the role that gamification can play in their work. Game design, techniques and mechanics, have something to teach those of us who are seeking to engage people on issues of social importance. In the forty years that I have worked to build public awareness of the need to urgently solve the climate crisis, I have always sought out new methods of communication— from my slideshow on three Kodak carousels (which evolved from an actual slideshow to a multi-media presentation on Keynote)—to my work on An Inconvenient Truth, the “Live Earth” global concerts, “24 Hours of Reality” on the web, and an app for the iPhone and iPad called Our Choice. Exploring the interplay of gamification and social change is AL GORE Former Vice President a fascinating challenge, and one that I have been exploring Nobel Laureate for the last three years. Clearly, there is tremendous potential Founder, The Climate Reality Project

INTRODUCTION ABOUT THIS REPORT ABOUT
THE CLIMATE PSFK challenged its readership of over 1MM creative REALITY PROJECT professionals to come up with concepts that address issues The mission of The Climate Reality Project is to reveal the put forth by The Climate Reality Project. Participants in the full truth of the climate crisis in a way that ignites the moral challenge were encouraged to leverage trends identified courage in all of us. Climate Reality uses communications in PSFK’s Future Of Gaming report to create potential tools to connect the dots for people about what is solutions. happening in science, politics, culture and climate so that all of us can work to face and solve this challenge together. PSFK received over 60 entries from around the world. This book contains a shortlist of those concepts, as chosen by The Climate Reality Project has launched a series of The Climate Reality Project. By highlighting the strongest events to bring the climate crisis back to the fore of public concepts, PSFK hopes to shine a light on ways that The consciousness and conversation. The first was 24 Hours Climate Reality Project and other likeminded businesses can of Reality, which connected the dots between extreme solve some of the issues weather around the globe and climate change. Upcoming they face. events will include Antarctica, a voyage to the bottom of the earth to bear witness to the truth of climate change, coal and its multiple health concerns, and a spotlight on climate “deniers” and the damage they are doing to our ability to take action.

INTRODUCTION ABOUT PSFK BACKGROUND PSFK
is the go-to source for new ideas and inspiration for PSFK recently published an independent trends-research creative professionals around the world. Based in New York report titled PSFK’s Future Of Gaming. In that report, PSFK City, PSFK is a trends-led business innovation company that highlighted several topic areas, including the purpose, publishes a daily news site, provides trends research and mechanics, functions and systems behind games. In doing innovation consultancy, manages a network of freelance so, it presented a framework within which readers could experts and hosts idea-generating events. We aim to inspire contemplate innovation and best practices that currently our readers, our clients and our guests to make things exist within the gaming arena. better—whether that’s better products, better services or better ways of living. This report served as the creative stimulus for a project recently performed on behalf of The Climate Reality Project. www.psfk.com

ABOUT THIS BOOK THE BRIEF
WHAT THE CLIMATE REALITY PROJECT WANTS WHAT WE’RE LOOKING FOR Global acceptance of the realities of climate change The goal is to harness the energy of game-play to encourage people to make a measurable impact on the HOW climate conversation. We’re looking for game-play ideas that meet one or more of the following objectives: Create gamification tools that individuals, communities, organizations and nations can use to embed this new reality • To Build Awareness • To Promote Fundraising WHY • To Solve The Unsolvable Individuals, communities, organizations and nations are • To Embed Knowledge failing to act in the face of climate change • To Teach People New Skills • To Improve Everyday Personal Behavior OUTCOME • To Leverage Collective Manpower The conversation changes to focus on implementing solutions to climate change

CLIMATE HEROES esterni. 10-20137 Milano
Italy Contact: giada@esterni.org www.esterni.org

CLIMATE HEROES CLIMATE HEROES. GET
READY TO CHANGE THE WORLD Climate Heroes is an online game that capitalizes on the long-standing Users are able to select from a number of superhero avatars, such role of superheroes as beacons of goodness in our lives. This game gives as Mr. Smog and Miss Waste, all of which are visually engaging and users the opportunity to become a superhero and take up the fight representative of a specific climate challenge. Users can capture climate to solve the planet’s climate issues. The future of the planet is in your abuse using their mobile phones and upload photos or share news hands. Create your profile and save the world! items. Those that do so with regular frequency and take on the role of ‘influencer’ will be engaged by the Organization to do a public mission. A sample mission might be to organize a flash mob that sheds light on a specific issue.

CLIMATE HEROES
Denunciation BLOG

CLIMATE HEROES Multiple players can
embody the same avatar and can choose to go on share information, ideas and the successful ways in which they have similar missions. In doing so, they create a team or a community of do- combated climate abuse in their communities. The community can also gooders that are battling a similar problem. The website can serve as a be incentivized through things like prizes and recognition. platform or forum for an open dialog amongst superheroes. Users can

CLIMATE TRAIL Zemoga. 56 West
22nd Street, 10th Floor. New York, NY 11217 Contact: info@zemoga.com Concept Lead: Sven Larsen Team Members: Dan Licht, Yody Castro, Miguel Fernandez www.zemoga.com

CLIMATE TRAIL CLIMATE TRAIL There’s
a lot of information and disinformation surrounding climate change. But much of the disinformation can be debunked by following the “money trail” of companies sponsoring the research and publication that disseminates this false data. How do we encourage the public to think for themselves and question the sources of their information? By encouraging them to play “Climate Trail”, a simple text-based game that mirrors the functionality of classic online games like “Oregon Trail”. At the start of the game, each player is given a leadership role in a community with set levels of renewable resources, atmospheric levels, and other indicators of climate health. The goal is to reach the year 2036 with a healthy and livable community. As game play proceeds, players are asked questions like “Do you want clean coal or wind power to be your town’s main source of power” or “Do you want to clear 10,000 acres of forest to create more farmland?” Correct answers help boost resource levels while wrong answers impact negatively on community health. After each answer, players are also presented with information about choices that were made in the real world (e.g. Portland, Oregon switched to natural gas for city vehicles and reduced emissions 30%). Users will also be able to share answers across social networks like Twitter and Facebook.

CLIMATE TRAIL Once the initial
levels have been completed, players are promoted Game play either ends when resource goals are reached on a global scale to a higher rank with responsibilities for larger and more complex or climate change has reached unacceptable levels and the community is communities. As they progress to higher leadership levels they are also no longer sustainable. Players will be able to compare their performances greeted with new challenges (e.g. “Lobbyists want to meet with you to against real life politicians. They will also be given tips on where they discuss new vehicle standards.”). went wrong in the game (e.g. “You believed reports about Clean Coal but research was actually funded by Mining Companies”) highlighting both the money trail and the need for independent consumer research on high impact environmental and climate issues.

GREENSQUARE Awkward Hug. 373 92
Street Apt. B22. Brooklyn, NY 11209 Contact: Julie@awkwardhug.com Concept Lead: Jim Babb Team Members: Julie Coniglio & Josh Spiro www.awkwardhug.com

GREENSQUARE GREENSQUARE Greensquare is a
gaming platform that gives you and your friends The goal of this game is, ultimately, to leverage collective a new, greener way to explore local retail stores, bars, restaurants, player-power to influence business’ environmental practices. Local and businesses. businesses are motivated to compete for positive recognition, while consumers have the crowdsourced data they need to make informed Players rate establishments based on their environmental practices. purchasing decisions. Does the restaurant recycle? Are customers encouraged to choose reusable over disposable? On which kind of energy does the business run? These factors contribute to a business’ Greensquare Rating. Each rating consideration carries a weight proportional to its overall environmental impact; this weight is determined by fact and science. Check-ins at a particular location amplify the implications. The more people who patronize a business, the greater the magnitude of its environmental choices.

GREENSQUARE Leaderboards and infographics display
and compare player This real-world game is digitally managed via a smart phone app and achievements (based on participation) and business achievements browser interface. It will be built on a combination of the Foursquare, (based on Greensquare rating and improvements); all compared locally, Google Maps, and Yelp API. regionally, and nationally. Local businesses are compared based on ratings and check-ins, while chains and parent corporations are rated and compared by aggregate data. Brand sponsors can offer rewards to top players—providing a great opportunity for brands to show off their green habits and products.

CLIMATE REALITY PATROL Parlor. 505
West 54th Street, Suite 1118. New York, NY 10019 Contact: alexpoole@mac.com Concept Lead: Alex Poole Team Members: Alex Poole & Rodd Chant www.parlorcreativity.com

CLIMATE REALITY PATROL CLIMATE REALITY
PATROL Idea: Social media activism meets gaming and rewards Concept: Instantly tag your comments with Climate Reality keyword facts to earn badges and rewards. How it Works: Climate Reality creates and hosts a database of short-form facts (1–2 sentences each) tied to “hot topic” keywords. Each description includes a link to optionally find a deeper resource of related information. Users create a profile on The Climate Reality Patrol website, activate the browser plugin, then begin patrolling the web, looking to dispel unfounded environmental information in articles and comments from media sites, politicians, brands, celebrities, blogs, etc. Wherever commenting is allowed, users who’ve activated Climate Reality Patrol can post responses including keywords that automatically pull facts served from The Climate Reality database. The keywords are presented and activated via a menu that appears as they type (similar to an advanced spell-check). Other users who view these comments can hover over any of the activated keywords to find a pop-up fact window that includes the respective “quick fact” and a link to more info.

CLIMATE REALITY PATROL Each post
would include #ClimateRealityPatrol and/or @ClimateRealityPatrol at the end by default, to brand the posts. The Climate Reality Patrol website tracks user stats and features a leaderboard for all user rankings. A Facebook app displays rankings on individual user’s profiles. Levels of “Climate Reality Activist” badges are awarded based on the amount of false information a user has dispelled (based on the number of keywords they’ve posted). Rewards could include special recognition, invitation to events, or entry into exclusive contests.

SPROUT Cynergy – The Technology
Agency. 1600 K Street, NW, Suite 300, Washington, DC 20006, USA Contact: Kes Sampanthar, kes.sampanthar@cynergysystems.com Team Members: Kes Sampanthar, Peter Ruthenberg, Anton Abramov, Rick Kercz, Justin Cravalho, Chris Hays, Scott Wolfson www.cynergysystems.com

SPROUT SPROUT - GROWING CONCIOUSNESS
Consumers vote with their wallets everyday without realizing it. Sprout The interface also captures Sprout points that users accumulate based puts the power of informed decision-making back into the hands of on their purchases. The goal is to motivate eco-conscious shopping the consumers by providing them with tools to visualize the power and behavior in a seamless fashion using systems that consumers already environmental impact of their decisions. understand. For example, a user’s ‘Sprout’ score is managed through a centralized web or mobile app that is reminiscent of Klout, the app When making routine shopping decisions, Sprout’s augmented interface that measures online social influence. Every buying decision is tracked gives the consumer critical information about the ‘green impact’ of their and rewarded with badges that reflect real-time scores through purchases. Information about a product’s environmental footprint and visual design and these decisions and badges can be shared with your suggested alternatives appear instantly in the ‘blink’ view. social network.

SPROUT Sprout will let customers
customize their shopping to achieve greener about how they are treating the environment with respect to their outcomes. Real-time decision-making tools, such as just-in-time supply- purchases. Over time, if Sprout builds up a large enough user base, it can chain management systems, can be converted into interactive decision- introduce group eco-buying and other tools like offset recommendations making systems that give consumers the power to make greener shopping (such as planting a tree). choices. For example, Sprout will let users understand why certain items, that may have been manufactured at a local, ‘green’ factory, may be more costly. This will ultimately empower them to make an informed decision

REALiTREE Stark Design. 401 Broadway,
Suite 1500. New York, NY 10013 Contact: daniel@starkdesignny.com Concept lead: Daniel Stark Team Members: Nancy Herrmann, Carly Dintaman, Kohl Norville, Maite Rios, Takayo Yamazaki www.starkdesignny.com

REALiTREE REALiTREE (pronounced RE-AL-i-TREE) Realitree
is a digital manifestation of our local environment and the real tree, in that it will thrive and suffer according to the health of its role that we are playing in sustaining its wellbeing. It is a game played surrounding enviroment. by different groups in many places. Individuals, teams, communities, cities and even countries compete against their counterparts via Twitter, Realitree’s environment takes into account news media, so news Facebook and through other social tools. stories that are in conflict with climate reality will reflect negatively on its health. Realitree will expose agents of the fossil fuel industry who A Realitree is like a huge Tamagotchi for which thousands of people care. propagate smear, innuendo, criminal hacking and leaking of out-of- It is a massive projection showing a digital image of a tree, complete context snippets or lies. with leaves, branches, roots, sky and earth. Realitree functions like a

REALiTREE Each Realitree will be
fed two distinct types of data: climate change. On another level, Realitrees (planted in New York City, • Current, statistical environmental data about the surrounding for example) could compete against every other city where Realitrees community as well as news and insights about political and are placed. corporate forces working against the climate’s good health. • Real-time updates using tweets and the various social networking Corporations would be allowed the opportunity to play and even activity of the Realitree’s caretakers. Anyone can participate in remedy earlier misdeeds by correcting falsehoods and donating money keeping it alive and thriving through their real world deeds and to pay for real initiatives in winning communities. Those that create the virtual nutrients, delivered through their social networking activity. healthiest environment for their Realitree win the game. As their networks grow, they will be represented as the intertwined roots of the tree, keeping it alive, fed and guarded against attack. The overall “health” of Realitree will be on constant display. With good activities, it will grow, multiply and sway appreciatively. With bad deeds, Realitree will appear to shake and wither. It will always display climate reality truths, news, facts and shares from participants throughout its community and all over the world. We envision “planting” 300 Realitrees in cities and towns across the globe. Each caretaker will play on different levels and earn points by doing different things. A single tweet, for example, may garner one point, while a Foursquare check-in to a “green” business or using clean energy at home will gain more points. On the Realitree website, through Facebook connections, people can form teams, compete against friends and measure their contributions to helping reverse the effects of

DESTINATION REALITY: FARMVILLE Arnold worldwide.
101 Huntington Avenue. Boston MA 02199 Contact: Meg Siegal, msiegal@arn.com Team Members: Meg Siegal, Adrian Crook, Brendon Volpe, Mike Howard www.arn.com / www.adriancrook.com

DESTINATION REALITY: FARMVILLE DESTINATION REALITY:
FARMVILLE It’s a funny thing when there are more virtual farmers than real ones on Earth. Farmers mitigate and adapt to unexpected weather conditions. Goods such Real life farmers see the effects of climate change, but do virtual ones? Let’s as wind-powered tractors, windmills, jackets to shield you from the elements, partner with Farmville to drop a dose of Reality on the 31 million people who seeds for heartier crops like organic cassava and chickpeas, decorations like a log on daily to tend to their plants, harvest, and redeem gold coins for seeds, Climate Reality flag, rainwater collection troughs and green ring tags for your supplies, and fuel. livestock. We’d want to do this in a way that presents a challenge to Farmville players, and makes it possible via gameplay mechanics to heal the destruction We could partner with Zynga to plan the best way to expose crops to weather caused by Climate events, illustrating that through action, we can change the and wind and offer The Climate Reality Project branded goods to help current trajectory.

DESTINATION REALITY: FARMVILLE Thoughtstarters to
get the partnership under way: Zynga can also introduce a new neighbor that everyone has. This During the summer, Zynga releases an event called “The 7 Days Of neighbor’s farm has been gravely affected by repeated climate events, Summer.” Every 24 hours they would release a new theme in which the and needs your help to recover. New characters, like a meteorologist, community would be temporarily subjected to various extreme weather can provide new challenges like preparing for a flood or frost. events, and stage new Tasks and Quests to recover, mitigate and adapt. A Task might take the form of installing a windmill, while a Quest might include sharing your wind power. A Quest Series might take the form of asking players to make their farm carbon neutral.

CLIMATE REALITY WIEDEN+KENNEDY. NYC &
PDX Contact: erik.hanson@wk.com Concept Lead: Dan Neumann Team Members: Erik Hanson, Erin Brownie, Nick Barham, Dan Hon, Emma Wiseman, Jamie Ostrov, Laura Hall, Marshall Ball, Jason Gingold www.wk.com

CLIMATE REALITY CLIMATE REALITY Every
successful game creates a strong relationship between players and a Farmville crops might wilt more quickly than usual forcing players to virtual world. What if the worlds of the most popular games collided with water them frequently before they can be harvested. In Angry Birds, an ours to depict the dramatic realities of climate change? urgency mechanic is created when level elements made of ice begin to melt. In Call of Duty and other first-person shooters, a haze of pollution To raise awareness and drive home the true impact of climate change, depletes the health of characters not equipped with a gas mask. In World we will create our own virtual climate change events in some of the of Warcraft, deforestation forces players to adapt new ambush strategies. most popular games in world. By working with top publishers like EA In Grand Theft Auto, cars run out of gas quickly, unless the player uses a and Rockstar, a wide range of games could be affected simultaneously hybrid. The option to “buy” the necessary tools or equipment to deal with ensuring we can reach a critical mass and stimulate a conversation about the change could exist as a fundraising tool within each game as well. climate change. On Earth Day, we will take the gaming world by surprise by introducing new mechanics that completely alter the game world and The overnight appearance of these changes will spur conversation about how players interact with it. the real world implications of climate change while informing gamers of the possible consequences.

MISSION GREEN lg2. 3575, boul.
Saint-Laurent. Montreal (Quebec) H2X 2T7 Contact: maubin@lg2.com Concept Lead: Marilou Aubin Team Members: Jean-François Perrault, Paul-Alex Gauthier, Stéphane Mailhot, Christian Letendre, Marc-André Fafard, Anne Bergeron, Éric Bouchard, Gabrielle Godbout, Mathieu Dufour www.lg2.com

MISSION GREEN MISSION GREEN The
Game: Mission Green takes on climate change by giving people a The Enemy: Corporations and organizations that disrespect the collective platform from which to address irresponsible and dishonest environment, fool citizens and contribute to climate change. corporate behavior. Rooted in crowdsourcing and petition, this game aggregates geo-targeted mobile photography and content on a gaming The Mission: As an ageny for Mission Green, a player’s ultimate goal is platform that operates similarly to Digg (users can vote on items and to get corporations and organizations to change their behavior via peer/ affect their popularity). consumer pressure.

MISSION GREEN The Tools: Players
use mobiles to capture proof. They then post Green The Reward System: Agents accumulate points as a byproduct of the Reports on missiongreen.com and share them on social networks via popularity of their reports, as well as social shares. Points are also an app. Reports are ranked based on the number of people who also earned for sharing other players’ Green Reports. The best agents are condemn the corporation’s or organization’s behavior and how many promoted and players receive badges for their work. times it has been shared. When a Green Report reaches a certain level, a yellow warning is sent to the corporation or organization whose ethics The Climate Change: The Mission Green game gives power back to the are in question. As the Green Report becomes more popular and more people. It gives them the sense that they can have a positive impact on widely shared, it reaches orange and red warnings, eventually promoting climate change. It educates, raises awareness of best behavior and most the ban of the specific corporation/organization. of all puts a reputation “price tag” on corporations and organizations that disrespect the environment. Mission Green is all about change—for good.

REALITY DROPS Arnold worldwide. 101
Huntington Avenue. Boston MA 02199 Contact: Meg Siegal, msiegal@arn.com Team Members: Adrian Crook, Kate Tetreault, Brendon Volpe, Bob Goodman, Sebastian Gard, Eugene Kim, David O’Trakoun, Meg Siegal, Mike Howard, Sam Gutglass, Deb Grant, Ebbey Mathew www.arn.com / www.adriancrook.com

REALITY DROPS REALITY DROPS Right
now, countless climate change conversations are raging in This site makes it simple to spread science and destroy doubt. online chat rooms, comment boards, and in social media. And Climate news is prioritized by ‘heat’—hostility, reach, sentiment, and wherever these conversations are happening, denial fuels the timeliness. Earn points by grabbing related scientific articles, videos, and flames higher. Winning these conversations means dousing the data, pasting them into the most heated articles, and suffocating climate denial. And that requires easy access to complex arguments. denial under the weight of cold, hard reality. LOGGED IN STATE, HOMEPAGE WIREFRAME - DESKTOP SPREAD | Spread science. Destroy doubt. Welcome back, Katerade 49 You have 2 new notifications, VIEW PROFILE THIS WEEK'S TOP REALITY DROPPERS view full leaderboard Overall 120 101 99 98 97 97 Friends Locations SCIENCE DROP REALITY MEET THE DROPPERS The Green Agenda: What About DESTROY Current Natural The Green Agenda: Greenland? Disasters Offer Glimpse Of Future Government What About Greenland? www.foxnews.com Challenges www.green-agenda.com/ 33 DROPS www.green-agenda.com/ 1 DROP 0 DROPS DOUBT Take action Take action Take action Chinese Glaciers Melting Chinese Glaciers The Green Agenda: Rapidly In The Himalayas Melting Rapidly In What About The Himalayas Greenland? www.green-agenda.com/ www.green-agenda.com/ www.skeptic.com 1 DROPS 6 DROPS 21 DROPS Take action Take action Take action

REALITY DROPS The game builds
awareness and educates people by offering the easy- ditional points. And earning points will get your closer to unlocking new to-understand scientific data they need to cool off the argument. We levels and achievements. identify the targets. You find the corresponding facts, and start dropping Reality. Fly solo and scale the leaderboard against your fellow activists, The site connects new articles to the most relevant scientific information or join a team to spread out and outflank the denier echo chamber. You about climate change. Users are offered a quick, easy way to join the can earn points by joining conversation and dropping Reality on deniers. fight and activate their social networks by sharing information with their Retweets, shares, likes and comments on your Reality will earn you ad- friends and followers. LOGGED IN STATE, PROFILE - DESKTOP | Spread science. Destroy doubt. Welcome back, Katerade 49 You have 2 new notifications, VIEW PROFILE THIS WEEK'S TOP REALITY DROPPERS view full leaderboard Overall 120 101 99 98 97 97 Friends Locations I'm Katerade FOLLOW + DROPS SHARES ACHIEVEMENTS 49 total 90 total learn more at realitydrops.com UXD living in Boston. Get more info. Hoping to make a difference online and 4 avg per week 7 avg per week offline. Joined 6/9/2011 FOLLOWING: FOLLOWERS:

CONTACT PSFK is the go-to
source for new ideas and inspiration for GAMING FOR GOOD TEAM creative professionals around the world. Based in New York City, PSFK is a trends-led business innovation company that PROJECT DIRECTOR CONTACT Piers Fawkes, President, PSFK Jeff Weiner, PSFK publishes a daily news site, provides trends research and Commercial Director piers@psfk.com innovation consultancy, manages a network of freelance 646.520.4672 jeff.weiner@psfk.com experts and hosts idea-generating events. We aim to inspire 646.520.4665 our readers, our clients and our guests to make things better— 42 Bond St. whether that’s better products, better services or better ways 6th Floor of living. New York, NY 10012 USA www.psfk.com www.psfk.com/future-of-gaming For copies of this report, visit: www.psfk.com/future-of-gaming Version 0.9 Press Preview December 2011 Printed on 10% post consumer recycled paper