Advertising is dead. You may not realize it, but you and everyone you know engages, possibly unsuspectingly, in some form of a game multitasking as an ingenious marketing device. Game-Based Marketing illustrates the pervasiveness of games today in business marketing, and how to better use them to create an engaged and loyal customer base. Game-Based Marketing will:
Provocative and instructive, Game-Based Marketing’s message is clear: Use the tools in this book to put games in your marketing mix now… or you’ll be out of the game altogether.
Top 5 Ways to Gameify Your Business
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.See all Editorial Reviews
There are so many angles to think about when it comes to marketing today that exploring how gaming knowledge can improve my results seemed a natural pursuit. Read morePublished 14 months ago by John Lawlor
Very helpful. Easy read. Useful in my practice. Would recommend to anyone looking for an overview of game based marketing.Published 19 months ago by Daniel J Oase
This book provided an in-depth account of gamification. The author provided many examples from the real world and not just from the web world so it was a great choice.Published 24 months ago by Rolando
Good examples on how airline miles work, but nothing exciting in the book.
I would expect at least few ideas on what could be done for specific industries. Read more
I do not consider myself a gamer. Then I realized I am an elite player in American's AAdvantage program. I have never made a mileage run, but know plenty who have. Read morePublished on November 12, 2011 by Maximilian
One of the `need to read' books on gamification. The book may seem average and simple, but it is nonetheless worth a read. Read morePublished on June 24, 2011 by Per Holst
This book covers mainly on-line gaming promotions and had little relevant information for retail businesses, which was what I wanted it for. Read morePublished on April 29, 2011 by store owner
People play games - online, on phones, on game consoles - everywhere. Industry expert Gabe Zichermann, in collaboration with pop culture writer Joselin Linder, tells you how to... Read morePublished on April 27, 2011 by Rolf Dobelli