Company - MUV


TrafficO2, 2013

The more you walk or move using public transport or by bike, the more you win.

This is the initial idea. We call it trafficO2, a research-action project created by PUSH, co-funded in 2012 with a grant from the Italian Ministry of Education, University and Research, involving 2,000 students from the University of Palermo (“the third and worst plague of Palermo is traffic congestion…” cit – but there is some truth…) and a network of 100 local businesses. In just three years, it showed a reduction of the carbon emissions associated to the active users of more than 40% and important awards were recognized.

In 2016 the research project was selected to be part of the Hyper Island and Google startup acceleration program “30 Weeks” and in October of the same year was presented during the United Nations Habitat III Conference in Quito.

Based on the knowledge acquired, the idea came up to turn sustainable mobility into a sport. Citizens are athletes, policy and decision-makers are trainers and local organisations act as sponsors: MUV, a sports game with a scalable business model. 

In 2017 we won the Horizon2020 call funded by the European Commission and started to co-create, test and refine the game dynamics in 6 cities around Europe: Amsterdam, Barcellona, Ghent, Fundao, Helsinki and Palermo.

Thanks to two Open Calls launched in 2018 and in 2019 more cities joined MUV: Cagliari, Dudelange, Milan, Munich, Oostende, Rome, Teresina and Katowice.

Since September 2018 the 5.000 European citizens who have actively participated in the game have recorded over 260,000 sustainable km with an average of 32% improvement of their carbon footprints.

As if in September 2018 we had planted a 2ha forest in Downtown. 

In 2020 we set up the company MUV B Corp with the aim to turn sustainable urban mobility into a global movement and to strive towards ever more ambitious challenges.



  • Selected for publication in the ADI Design Index 2020 and pre-selected for the ADI Compasso d’Oro Award 2022.
  • Among the innovative realities by Sicilian Valley.
  • Finalist of “Welfare, che impresa”, Fondazione Italiana Accenture.
  • Among the 2021 Keeling Curve Prize finalists.
  • Among the 17 consortia participating in the DigiCirc Circular Cities Accelerator Programme.


  • Among the 25 most promising startups on the topic of mobility by the EIT Urban Mobility Accelerator Programme.
  • Finalist IoMobility Awards, Business Mobility category.
  • Finalist Open Innovation Challenge by Ferrovie dello Stato.


  • Winner with the Municipality of Palermo of the “Better Together Award” on behalf of the German Ministry for the Environment and promoted by GIZ and Impact Hub Berlin.


  • Finalist of the “Connected City Challenge” promoted by Talent Garden.
  • Winner of the contest “APP4Sud” promoted by ForumPa.


  • Winner of the Horizon2020 mobility for growth call, promoted by the European Commission.


  • Winner of the 30weeks designer/founder acceleration program in New York, promoted by Google.


  • Award winning of the first edition of the Smart City Innovation Awards, promoted by MIT Enterprise Forum and BNL/BNP Paribas.
  • Mentioned in the Legambiente Best Practices 2015 report among the good urban practices in the sustainable mobility section.


  • Winner of the first edition of the Social Innovation AROUND Award.


  • Included in the European Union Campaign on sustainable mobility “Do the right mix”.


  • Winner of the Smart Cities and Communities and Social Innovation call, promoted by the Italian Ministry of Education and Research.

I Partner

MUV partners today with an international network that includes public and private organizations in the academic, technology, industry and design fields.

Regione Siciliana
Mobility Lab
EIT Urban Mobility
Fondazione CRT
Maker Faire Rome


  • Di Dio S., Massa F., Nucara A., Peri G., Rizzo G., Schillaci D. (2020). Pursuing softer urban mobility behaviors through game-based apps. In: Heliyon, vol.6, issue 5. Amsterdam (Netherlands): Elsevier Ltd, ISSN 2405-8440.
  • Di Dio S., Caroleo B., Morelli N., Lissandrello E., Vesco A., Mauro S. (2019). Measuring the Change Towards More Sustainable Mobility: MUV Impact Evaluation Approach. In: Systems, 7(2), 30. MDPI ISSN 2079-8954.
  • Di Dio S, Lissandrello E, Schillaci D, Caroleo B, Vesco A, D’Hespeel I (2019). MUV: A Game to Encourage Sustainable Mobility Habits. In: (a cura di): Gentile M, Allegra M, Söbke H, Games and Learning Alliance. GALA 2018. Lecture Notes in Computer Science. vol. 11385, p. 66-72. Basilea: Springer, Cham. ISBN: 9783030115470.
  • Di Dio S., Schillaci D., Morelli N., Lissandrello E. (2018). Urban Innovation through Co-design Scenarios. In: The Interplay of Data, Technology, Place and People for Smart Learning, p. 110-122. Cham (Switzerland): Springer. ISBN 9783319920221.
  • Di Dio S., La Gennusa M., Peri G., Rizzo G., Vinci I. (2018). Involving people in the building up of smart and sustainable cities: evidences from the changing of mobility habits of commuters, driven by a mobile app game.  In: Sustainable Cities and Society, Special Issue: Smart and Sustainable Cities: Policy, Urban Public Services & Social Issues. Elsevier, ISSN 2210-6707.
  • Di Dio S., Peri G., Rizzo G., Vinci I. (2018). Design, technology and social innovation: the serious game of trafficO2. In: Participatory Design Theory: using technology and social media to foster civic engagement, p. 143-156. London & New York: Routledge, ISBN 9781138087682.
  • Di Dio S., Marradi A., Schillaci D., Giuffre’ T., (2018), Trends, projections and European case studies about how sharing economy solutions can foster more sustainable transportation. In: 97th TRB Annual Meeting, Washington D.C. (USA), 10.01.2018.
  • Di Dio S., Caiti V., Vesco A., Ferrero F. (2017), The Shift Toward a Sustainable Urban Mobility through Decision Support Systems. In: Advances in Smart Cities: Smarter People, Governance, and Solutions, p. 181-198, Boca Raton, FL (USA): CRC Press. ISBN 9781498795708.
  • Di Dio S., Giuffré T. (2017). Smart Transportation as a Driver of Transition: Big Data Management, Behavioral Change and the Shift to Automated Vehicles. In: Smart Cities: Technologies, Challenges and Future Prospects, p. 29-94. New York, NY (USA): Nova Science Publishers. ISBN 9781536124095.
  • Di Dio S., Vinci I. (2016). Reshaping the Urban Environment Through Mobility Projects and Practices: Lessons from the Case of Palermo. In: Smart Energy in the Smart City, p. 291-305. Cham (Switzerland): Springer. ISBN 978331931157915.
  • Di Dio S., Lo Casto B., Micari F., Rizzo G., Vinci I. (2015). Mobility, Data, and Behavior: The TrafficO2 Case Study. In: Handbook of Research on Social, Economic, and Environmental Sustainability in the Development of Smart Cities, p. 382-406. Hershey, PA (USA): IGI Global. ISBN: 9781466682825.
  • Di Dio S., Vinci I. (2014). Designing Mobility in a City in Transition. Challenges from the Case of Palermo. In: TEMA. ISSN: 1970-9889.

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