This research presents a case study examining how transformational game design promotes sustainable mobility through community psychology approaches in onlife environments. The MUV platform¹, developed as University of Palermo spinoff, demonstrates practical integration of behavioural change models with game design principles. Longitudinal data from 2,856 users across European cities show 33.8% average carbon footprint reduction, with 14.9% daily-to-monthly active user retention. The platform’s sport-as-metaphor framework transforms routine mobility decisions into engaging activities whilst supporting empowerment and social equality. Findings establish that university-led digital innovations can achieve meaningful individual and collective behavioural change, providing replicable pathways for scaling community psychology interventions addressing climate challenges.
