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Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps [Paperback]

Gabe Zichermann , Christopher Cunningham

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Book Description

Aug. 22 2011 1449397670 978-1449397678 1

What do Foursquare, Zynga, Nike+, and Groupon have in common? These and many other brands use gamification to deliver a sticky, viral, and engaging experience to their customers. This book provides the design strategy and tactics you need to integrate game mechanics into any kind of consumer-facing website or mobile app. Learn how to use core game concepts, design patterns, and meaningful code samples to a create fun and captivating social environment.

Whether you're an executive, developer, producer, or product specialist, Gamification by Design will show you how game mechanics can help you build customer loyalty.

  • Discover the motivational framework game designers use to segment and engage consumers
  • Understand core game mechanics such as points, badges, levels, challenges, and leaderboards
  • Engage your consumers with reward structures, positive reinforcement, and feedback loops
  • Combine game mechanics with social interaction for activities such as collecting, gifting, heroism, and status
  • Dive into case studies on Nike and Yahoo!, and analyze interactions at Google, Facebook, and Zynga
  • Get the architecture and code to gamify a basic consumer site, and learn how to use mainstream gamification APIs from Badgeville

"Turning applications into games is a huge trend. This book does a great job of identifying the core lasting principals you need to inspire your users to visit again and again."
—Adam Loving
Freelance Social Game Developer and founder of Twibes Twitter Groups

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Product Details

Product Description

About the Author

Gabe Zichermann is an author, public speaker, serial entrepreneur, and the foremost expert on the subject of gamification. His book, Game-Based Marketing (Wiley, 4/2010) has achieved critical and industry acclaim for its detailed look at innovators who blend the power of games with brand strategy. Zichermann is also the author of the Gamification Blog at http://gamification.co and chair of the Gamification Summit and Workshops.

Christopher Cunningham is a software architect and developer who helped found ChroniQL, an early gamification solution; beamME, a mobile social application; and TrekMail, a breakthrough mobile email/text application. Christopher has deep expertise with agile development processes and distributed team management.

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Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.5 out of 5 stars  35 reviews
70 of 72 people found the following review helpful
3.0 out of 5 stars Mediocre Primer, Overselling his brand a bit much. Nov. 13 2011
By M. Forr - Published on Amazon.com
As a UX designer working on various websites and mobile apps I found the first five chapters useful in my design thinking but I also found a the coding and platform chapters to be weak and kind of sleazy.

Before I write anymore, I want you to know that I'm not going to critique Gamficiation Theory here as that has been done well enough elsewhere. I just want to talk about the book :)

So the first five chapters of the book are useful and meaty enough to get you on your way. For instance, it provides some compelling arguments to think about your analytics in terms of 'levels' and 'experience points' in order to see what they are accomplishing, even if you don't expose the information to them. Moreover, the first five chapters gave me enough to work with to implement some gamified elements into my next project. There's also a supplemental workbook PDF on the authors website that compiles all the exercises found in the book which I could see using at a project kickoff.

That being said, I do have some complaints about this book. First, I feel like the author was selling his website GamificationU a little too hard. In order to download the aforementioned workbook I had to fill out a contact form and in order to get the 'advanced' movies the author provides you have to follow him on twitter. If you ask me it feels a little too sleazy considering I've already paid for the book. If I really want to be on the mailing list or to follow you, I would.

My second issue has to do with "Chapter 7: Coding Basic Game Mechanics". I applaud the author for including a chapter that walks us through the code, I really do. But given the current rapid development of rails he should have forked the project on Github and been more thorough with his documentation. As such, I'm still trying to get the environment setup and running...I'll report back on that when I'm done.

My third and last issue, Chapter 8: Sponsored by Badgeville. This is new for me as I've never seen a chapter flat out sponsored and written by a third-party vendor in an O'Reilly book. Their service actually doesn't seem that bad but the author should have written the chapter himself if he felt it was so good. So the result is that it either feels like this guy doesn't mind pushing Badgeville on his readers or that he was lazy.

If you're looking for a book to get you up to speed on gamification and working it into your UX Design, give this a read. Just don't be surprised by some of the other parts...
62 of 70 people found the following review helpful
1.0 out of 5 stars There is not shortcut to understand Gamification in one book and this one is no help either! Sept. 17 2011
By Andreas West - Published on Amazon.com
You want to have a textbook to install Gamification for your own services, programs or company? Motivated by all the hype about how Gamification is the solution to get an almost lifelong customer engagement and many returning sales? You want to copy the success of Zynga, Nike+ and Groupon (note the absence of Foursquare in this list as I think it's rather a bad example of Gamification)? You want to find the secret recipe in just one easy to read book?

Why not buy and read the newest book from the "foremost expert on the subject of Gamification"? Well the title of this book by Gabe Zicherman sounds like the perfect solution for your motivations above, right? Well, I have bad news for you, there is no easy shortcut to understanding and implementing successful principles of Gamification for you! Nor is this book gonna help you in achieving all that is promised on the outside of the book. Ever heard of "No pain no gain?". That's right, as I will tell you here right away that you have to do it the hard way, buy and read a minimum dozen of books (some reading list provided later) and even then it's not guaranteed you've found the secret recipe.

So safe your 14.10 US$ (strange that Amazon is already cutting the price on a newly book almost in half, unless it's not a bestseller, right?) and invest that and some more dollars into various other books with more insights, more practicable tips, more take-aways than this book. Save yourself from the pain to read through some cheap advertising of the services of Badgeville.com as there are many other companies that offer the same service as them - at least two others start also with a B in their company name (hint). Save yourself from being mislead on some of the important topics of motivation (intrinsic vs extrinsic), psychology and game design as the author didn't manage to either explain them correctly or, as Sebastian Deterding hints in his review, shows a dangerous piece of pseudo-knowledge!

Go to a local bookstore where you have the chance of unwrapping this book and read randomly inside to see if the claims are right, make yourself your own picture of the quality of this book (the look inside of Amazon can't give show you all)

Still find my review not convincing enough to give only one star? Want to get more in-depth details about why this book is only worth one star? Then go on to read Sebastian Deterdings full review, an excellent, very long post about why Gabe Zicherman's new book deserves just one star eg it just uses copy & paste from other people's (read: Amy Jo Kim) public available presentations without even giving proper reference, not even mentioning of devoting a full chapter of advertising one Gamification companies services [...] in chapter 7 of his book:


For those that find the review of Gabe Zicherman's new book to long, jump to end to read Sebastian Deterdings conclusion and to read the copy&paste proof of "Chapter 2: Player Motivation" and Chapter 7

Sadly, like many other reviewers said too, the concept of Gamification is really intriguing and can be a difference maker in your marketing efforts, but isn't that easy to be achieved. Ignoring intrinsic motivation and just focusing on extrinsic motivation is giving you a short, hyped-up experience where your program is going to die much quicker than it was hyped-up in the beginning. I for one haven't fully mastered Gamification as indeed just reading one or two books from the self-claimed "foremost expert on Gamification" isn't providing you a shortcut to understand Gamification fully, it requires ready and understanding a variety of different books from Motivation (Daniel Pink eg Drive: The Surprising Truth About What Motivates Us) to Game Design (Jesse Schell The Art of Game Design: A book of lenses, Raph Koster A Theory of Fun for Game Design, Jane McGonigal eg Reality Is Broken: Why Games Make Us Better and How They Can Change the World) to Psychology (Johnmarshall Reeve eg Understanding Motivation and Emotion) as well as reading through the various excellent and free available online presentations (like Amy Jo Kim, Sebastian Deterding, Michael Wu eg)
17 of 17 people found the following review helpful
2.0 out of 5 stars Feels like an ad for the authors website March 10 2012
By Andrew Hamblin - Published on Amazon.com
Format:Paperback|Verified Purchase
The whole book reads like an add for the authors website. The book wasn't totally useless, but the "ad-like" tone was unacceptable for a product I paid for.
4 of 4 people found the following review helpful
5.0 out of 5 stars A Gamification Blueprint Sept. 17 2011
By ashok kamal - Published on Amazon.com
Format:Paperback|Verified Purchase
Gabe Zichermann's "Game-Based Marketing" was my introduction to gamification so when I saw that he released a follow-up I didn't hesitate to pick it up. The book didn't disappoint.

Whereas "Game-Based Marketing" provides more of a history on gamificiation and provides an excellent overview, "Gamification By Design" is a deeper dive into the underlying psychology that makes game mechanics effective. Along with reviewing his SAPS rewards model, Zichermann also discusses Bartle's personality types to segment various types of game players. Most articles I read focus too much on game mechanics without elaborating on the psychological drivers of gamification, which is similar to learning tools without knowing the trade. But this book provides the context for designers to apply tactics in a wide variety of marketing contexts. It also shares several instructive case studies and even touches on some rudimentary coding.

If you're not a game developer, the book won't turn you into one. But regardless of your level in the field, the book offers a robust lesson on gamification. As a marketer, it definitely helped me develop more creative and layered campaigns. Like all other Zichermann media I've either watched or read, the book is enjoyable because he is witty, funny and insightful without taking himself too seriously. The tone is quite appropriate, considering the magic of gamification is making things fun!
2 of 2 people found the following review helpful
1.0 out of 5 stars Watch the youtube video instead Sept. 28 2012
By Jonathan - Published on Amazon.com
Format:Paperback|Verified Purchase
This book was very shallow and further perpetuates the belief that anyone can "gamify" their app or website using one of the ready made platforms, when really, it is much more complicated then that.
It was also very manipulative, and in order to get access to the accompanying videos and "master's course", you need to buy more materials for $50 in oreilly's website. These materials are not worth the money at all.

Instead of buying the book, I recommend you watch this video of his on youtube:

it has the exact- THE EXACT - same information as the book. Don't waste your money.

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