To reduce energy consumption and improve residents' quality of life, "smart cities" should use not only modern technologies, but also the social innovations of the "Internet of Things" (IoT) era. This article attempts to solve transport problems in a smart city's office district by utilizing gamification that incentivizes the carpooling system. The goal of the devised system is to significantly reduce the number of cars, and, consequently, to alleviate traffic jams, as well as to curb pollution and energy consumption. A representative sample of the statistical population of people working in one of the biggest office hubs in Poland (the so-called "Mordor of Warsaw") was surveyed. The collected data were processed using spatial data mining methods, and the results were a set of parameters for the multi-agent system. This approach made it possible to run a series of simulations on a set of 100,000 agents and to select an effective gamification methodology that supports the carpooling process. The implementation of the proposed solutions (a "serious game" variation of urban games) would help to reduce the number of cars by several dozen percent, significantly reduce energy consumption, eliminate traffic jams, and increase the activity of the smart city residents.