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We believe in the use of urban games to define new enjoyable experiences, change citizens’ unsustainable habits and educate them to new environment-and social-friendly ones. This paper presents MUV, an innovative action that has the power to engage citizens and foster sustainable mobility behaviors. MUV complements engaging HMIs with a participatory method within an iterative innovation process called the virtuous cycle (understand, involve, co-create, implement, experiment). The innovation process has led to a new game dynamic: Mobility as a Sport. It results in a rewarding personal mobility experience; the same rewarding sensations the athletes feel when they improve their results.

This working paper investigates the question of changing people mobility towards more sustainable habits involving them in an engaging gameplay. The work is performed within MUV H2020 research and innovation action. The game design, definition and features have been co-created through the involvement of different citizens and stakeholders in six European neighbourhoods. The paper discusses the game design as resulting from co-creation and co-design experiences with each neighbourhood communities involved in initial phases. The paper argues that the local co-design activities have influenced the game definition, together with the community engagement approach. The MUV gameplay approach results thus a demand-side measure able to encouraging people to sustainable mobility modes in the awareness of their potential role as agents of urban livability. The data collected by the players will be used to support a citizen-centric approach to facilitate equity and mobility justice in urban policies.