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Written by videogame innovator and entrepreneur Gabe Zichermannand writer Joselin Linder, Game-Based Marketing explores"Funware," a new model for incorporating and leveraging games andgame mechanics to reach today's customers. Behaviorally based,Funware will give you strategic insight into the deep-seatedimpulses and habits that drive our socially networkedmarketplace.
In this groundbreaking guide, you'll discover which game-basedmarketing programs have already generated millions in revenue andproduced the world's most loyal and engaged customers. You'll get afirsthand look at how this powerful approach applies to the newworld of social media. Most importantly, you'll see how to creategame-based marketing plans that measurably increase both sales andprofits.
Game-Based Marketing gives you practical guidance onadding games and gaming concepts to your marketing toolbox,including:
How to cut through the media noise to use games moreeffectively
Why "free to play" designs are irresistible to customers andlead to long-term revenue
How to leverage the passive games people are playing every daywithout even realizing it
How to create virtual economies and link them to your real-worldbusiness objectives
Who the different types of gamers are, and how to reachthem—even when they're not "intentionally playing"
How to use games internally to motivate employees and boostsales
How to find the best game-based techniques for communicatingwith youth markets
And much more
Filled with case studies from leading brands such as NBC, UnitedAirlines, the U.S. Army, and more, Game-Based Marketingexamines how Funware delivers results today and will be an integralmarketing channel tomorrow. Use the tools in this book to reinventyour marketing strategy, or you might be out of the gamealtogether.
Praise for Game-Based Marketing
"If you haven't applied games to marketing, advertising, orbrand management, you'll want to get and study this bookor itcould be game over for you."Jonathan Epstein, CEO, DoubleFusion, and former EVP, IGN/GameSpy
"The power of games to affect consumer behavior is almostlimitless, and examples are all around us. Game-Based Marketing isthe first comprehensive look at combining the power of games withmarketing to create an exciting new user paradigm: Funware. This isclearly the future."Joel Brodie, CEO and founder,Gamezebo.com
"Games are busting out of their traditional borders. No oneknows that better than Gabe Zichermann who hit upon the insightearly on that everybody, not just game-makers, should use game-liketricks to enthrall fans."Dean Takahashi, Editor,VentureBeat
"If you think games have already taken over the living room,wait until you see what they can do to advertising. AuthorsZichermann and Linder have put forth cutting-edge concepts aboutthe power of game design in non-gaming contexts. And you get fiveachievement points if you read this endorsement."Bing Gordon,Venture Partner, KPCB, and former CCO, Electronic Arts