Driving towards sustainability
: the potential of adaptive gamification for promoting eco-driving

  • Stefano Pietro Iannace (Student)

Student thesis: Master's Thesis


As the push for more user engagement through interactive experiences intensifies, gamification, the use of game mechanics in a nongame environment, has emerged as an essential tool across industries. Recognizing the limitations of the traditional ‘one-size-fits-all’ approach to gamification, the field has transitioned to more dynamic, adaptive gamification. This innovative approach uses artificial intelligence to tailor experiences to individual user preferences and behaviors. An important application of this approach is in the automotive industry, where it can be used to encourage eco-driving among users. Eco-driving, characterized by a focus on fuel-efficient driving techniques, is a promising solution to reduce fuel consumption and greenhouse gas emissions dramatically. This study examines the potential integration of adaptive gamification in vehicles to promote eco-driving within the automotive sector, specifically focusing on German companies. Through in-depth qualitative interviews with ten experts, the study identifies a strong interest in gamification and a particular need to integrate sustainability more into existing business processes. However, challenges remain: Decision-makers are often reluctant to adopt such innovations due to a lack of understanding. In addition, a lack of skilled workers and capabilities poses further challenges. In conclusion, while the promise of adaptive gamification in promoting eco-driving is evident, careful consideration and adaptation are essential for widespread implementation.
Date of Award25 Oct 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorFilipa Andrêa Godinho de Lancastre Serpa Pinto (Supervisor)


  • Adaptive gamification
  • Artificial intelligence
  • Eco-driving
  • Gamification
  • Machine learning
  • Motivation


  • Mestrado em Gestão e Administração de Empresas

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