Gamification: An effective way to improve driving behaviour

hitanshi D.Rathod | April 9 - 2018


On-road practices have a tremendous and at times irreversible impact on fleet operations. Aggressive driving patterns deteriorate engine health, expedite vehicle wear and tear and increase fuel wastage. All these aspects culminate in shortened vehicle life and high expenditure; and not to mention, the accidents and safety predicament arising from harsh driving.

When it comes to an industry as volatile and vast as Logistics and Transportation, fleet managers struggle to keep aggressive driving behaviour in check. The solution to this monumental challenge arises from an unlikely source, Gamification.

Yes, you heard it right.

Gamification is, in fact, related to adding the element of game design in your organisation to engage and motivate employees and it has shown immense potential in the fleet business.

So, how does this all work and in what way does it affect driving behaviour? Let’s dive right into it.

What exactly is Gamification?

Gamification refers to the inclusion of gaming aspects, such as the entertainment and persuading factor, to implement in the work environment for the purpose of motivating employees and improving their performance towards a designated task.

According to Forbes, people spend more than 3 million hours per week playing video games, making the craze for gaming apparent. And with Millennials stepping into the role of drivers in various fleet-based businesses, starting right from logistics, last-mile delivery to industrial transportation, gamification is an ideal platform to persuade them into abiding by the driving standards.

Implementation of Gamification

The fleet management software introduces gamification as a point-based system. For every aggressive driving behaviour, say harsh acceleration and overspeeding, a fixed number of points are deducted from the driver’s score. And in case of following good driving behaviour, say an maintaining average speed over a distance, a fixed number of points will be awarded to the driver and added to his score. This way, drivers can earn and lose out points based on individual driving behaviour.

Each of the drivers can access their score from the mobile application. Drivers can compete with each other and perform better to stay on top of the scoreboard. Also, the application can alert the drivers every time they exhibit aggressive driving behaviour, i.e. speeding, harsh acceleration, hard braking and cornering.

Based on this, fleet businesses can provide incentives and recognition to keep the drivers motivated and enthusiastic about improving their driving behaviour. This also promotes self-coaching among the drivers and in turn, maintain fleet safety.

The reason behind its effectiveness

Think about the rush of excitement you experience when you unlock a new level in your favourite game or beat your friend’s score. Doesn’t it feel amazing? We as human beings perform better when we compete and the rewarding factor drives us even further. That’s the kind of emotion gamification taps into.

Instead of building a disciplined environment to follow the rules, gamification relies upon its entertainment quotient to persuade drivers to voluntarily take steps for practising safe driving, making it the most powerful tool for improving driving behaviour.

Bring an engaging and fun element in your fleet business and improve your driving behaviour with gamification to experience innumerable benefits of cost-effectiveness and safety.