There is provided a power management apparatus including a game service providing unit providing, to an electronic appliance, a service using game contents whose theme is power. The game service providing unit includes a game control unit controlling execution of the game contents, a real world constructing unit constructing a setting of a game reflecting a real-world environment, based on managed appliance information stored in a database, and a virtual world constructing unit constructing a setting of the game reflecting a virtual environment, based on a setting set in advance in the game contents. The game control unit is operable to initialize the game contents by combining the setting of the game constructed by the real world constructing unit and the setting of the game constructed by the virtual world constructing unit.