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Bogost on gamification.

McLuhan and Bogart would probably enjoy this article because it involves procedural rhetoric. It examines how "gamification strategies"--using games to change behavior in real life--can promote energy efficiency. Companies like SimpleEnergy are creating apps that let users track their energy usage, find ways to improve, and compete with friends and neighbors for spots on a leaderboard. Gamification succeeds because apparently social pressure can motivate people even more than monetary incentives, and these initiatives combine both types of incentives: An energy usage competition at the University of Hawaii led to some dorms cutting energy usage by up to 20 percent. This specific method also allows users to save money and conserve energy without "radical infrastructure changes" or the corruption and waste that often results from government subsidies to politically-connected "green" companies like Solyndra and possibly Sapphire Energy. In addition, the apps provide large-scale energy usage data that researchers can use to measure both change over time and the impact of energy usage on other variables.