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Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests Hardcover – Mar 29 2010
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From the Inside Flap
TV advertising has "jumped the shark." Online advertising and marketing promises to fill the gap, but despite enthusiasm for buzz-generation and the value of social networks, no one has outlined a workable marketing model that actually leads to reliable revenue . . . until now.
Written by videogame innovator and entrepreneur Gabe Zichermann and writer Joselin Linder, Game-Based Marketing explores "Funware," a new model for incorporating and leveraging games and game mechanics to reach today's customers. Behaviorally based, Funware will give you strategic insight into the deep-seated impulses and habits that drive our socially networked marketplace.
In this groundbreaking guide, you'll discover which game-based marketing programs have already generated millions in revenue and produced the world's most loyal and engaged customers. You'll get a firsthand look at how this powerful approach applies to the new world of social media. Most importantly, you'll see how to create game-based marketing plans that measurably increase both sales and profits.
Game-Based Marketing gives you practical guidance on adding games and gaming concepts to your marketing toolbox, including:
How to cut through the media noise to use games more effectively
Why "free to play" designs are irresistible to customers and lead to long-term revenue
How to leverage the passive games people are playing every day without even realizing it
How to create virtual economies and link them to your real-world business objectives
Who the different types of gamers are, and how to reach them—even when they're not "intentionally playing"
How to use games internally to motivate employees and boost sales
How to find the best game-based techniques for communicating with youth markets
And much more
Filled with case studies from leading brands such as NBC, United Airlines, the U.S. Army, and more, Game-Based Marketing examines how Funware delivers results today and will be an integral marketing channel tomorrow. Use the tools in this book to reinvent your marketing strategy, or you might be out of the game altogether.
From the Back Cover
Praise for Game-Based Marketing
"If you haven't applied games to marketing, advertising, or brand management, you'll want to get and study this bookor it could be game over for you."Jonathan Epstein, CEO, Double Fusion, and former EVP, IGN/GameSpy
"The power of games to affect consumer behavior is almost limitless, and examples are all around us. Game-Based Marketing is the first comprehensive look at combining the power of games with marketing to create an exciting new user paradigm: Funware. This is clearly the future."Joel Brodie, CEO and founder, Gamezebo.com
"Games are busting out of their traditional borders. No one knows that better than Gabe Zichermann who hit upon the insight early on that everybody, not just game-makers, should use game-like tricks 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. Authors Zichermann and Linder have put forth cutting-edge concepts about the power of game design in non-gaming contexts. And you get five achievement points if you read this endorsement."Bing Gordon, Venture Partner, KPCB, and former CCO, Electronic ArtsSee all Product Description
Top Customer Reviews
Most Helpful Customer Reviews on Amazon.com (beta)
From start to finish it is poorly written and edited, overly verbose when it could be much clearer and to the point, and nauseatingly vague on important details. For example, it dives into frequent flyer programs without clearly saying what they are, presents grandiose visions of how Facebook could be improved by a leaderboard, and seems to think Starbucks branches have a VIP lane. Plus it keeps using the awful term "Funware" to describe all this.
Throughout, tantalising references are made to interesting concepts or events -- the Microsoft commercial, Flyertalk, Nike+ -- and either assume outright the reader is familiar with these, or provide little followup information for the reader to find out more. Even the section on Richard Bartle, the deity of player characterisation, was poor - lifted straight from Bartle's work with little original material about how this might apply to today's consumers.
If you have any familiarity with games or reward mechanics, you will find this book as disappointing as I did. I wanted to like it, and I want books like this to spread the message that games and fun are a key part of customer engagement. But this book failed to deliver, and needs a serious edit before the 2nd edition. Read an article on gamification instead, and you will come away with all its key points without having wasted your time and money trying to read this.
Overly repetitive use of Frequent Flyer Programs, and very little useful information on using game-based marketing in a non-game entity. I really thought it would show how e-commerce, media, or product companies could deploy game mechanics to create a better user experience.
Gaming Mechanics and Game Dynamics are important to understand, unfortunately, this book doesn't help one bit.
If you decide to do anything with games you need a more in depth book anyway, so you might as well skip this book because the contents will be covered in the first chapter of every book about games.
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