Automotive Holiday Deals Up to 50% Off Select Books Shop Men's Athletic Shoes Learn more nav_sap_SWP_6M_fly_beacon Prime Music Sweepstakes egg_2015 All-New Amazon Fire TV Grooming Deals Gifts for Her Amazon Gift Card Offer cm15 cm15 cm15 $30 Off Amazon Echo $30 Off Fire HD 6 Kindle Cyber Monday Deals Indie for the Holidays in Prime Music Shop Now HTL
Game-Based Marketing and over one million other books are available for Amazon Kindle. Learn more

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your email address or mobile phone number.

  • List Price: $24.95
  • Save: $5.00 (20%)
FREE Shipping on orders over $35.
Only 5 left in stock (more on the way).
Ships from and sold by Gift-wrap available.
Game-Based Marketing: Ins... has been added to your Cart
Condition: Used: Very Good
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests Hardcover – March 29, 2010

31 customer reviews

See all 4 formats and editions Hide other formats and editions
New from Used from
"Please retry"
"Please retry"
$4.92 $0.01
Unknown Binding
"Please retry"
--This text refers to the Unknown Binding edition.

Best Books of the Year So Far
Looking for something great to read? Browse our editors' picks for 2015's Best Books of the Year in fiction, nonfiction, mysteries, children's books, and much more.
$19.95 FREE Shipping on orders over $35. Only 5 left in stock (more on the way). Ships from and sold by Gift-wrap available.

Frequently Bought Together

  • Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
  • +
  • The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition
  • +
  • Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification
Total price: $63.94
Buy the selected items together

Special Offers and Product Promotions

  • Take an Extra 30% Off Any Book: Use promo code HOLIDAY30 at checkout to get an extra 30% off any book for a limited time. Excludes Kindle eBooks and Audible Audiobooks. Restrictions apply. Learn more | Shop now

Editorial Reviews Review

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:
  • Explain the growing phenomenon of game-based marketing and how it works
  • Show marketers how to develop games to incorporate into their marketing strategy
  • Share fascinating examples of marketing games already in play including; Chase Picks Up The Tab; the iconic McDonald’s Monopoly Game that reportedly generates nearly one-hundred million dollars in incremental revenue per year; and United Airlines Mileage Plus where team pint competitions and real-world scavenger hunts for miles accrue millions annually.

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

From Foursquare on the iPhone to an online game of Farmville, not to mention the frequent fliers popularized in the Academy Award nominated film, Up in the Air, playing "everyday games" has become nothing short of a pop culture obsession. Driving unprecedented consumer engagement to smart brands like Chase and the US Army, loyalty programs and marketing games are marketing’s best bet for the future of advertising.

It’s easier than you think to bring the power of games to your business. Using the breakthrough lessons in Game-Based Marketing, you can start adding game mechanics to your marketing mix in 5 easy steps:

1. What consumer behavior are you trying to drive? Don’t just think about broad or bottom line objectives (“more engagement”, “greater brand exposure”) when considering ways in which you’d like to effect the behavior of your consumer base, but instead, focus in on easy-to-achieve activities that will have an overall impact on your bottom line. For example: incentivize the sending of product endorsements to friends. The more specific you can be, the easier it is to build game mechanics around. Some behaviors are best left un-incentivized, however, a topic we cover closely in Chapters 1 & 2.

2. Assign points to those behaviors. Think about how much value each of the behaviors has to your business and assign points to each action accordingly. Points should be weighed relatively, so if opening a new account is ten times more valuable than clicking on an advertiser’s link, make sure the point system reflects that reality. Want to learn more about just how point systems function? Check out Chapters 3 & 4.

3. Create a leaderboard to display points. Just like the Employee of the Month plaques at restaurants, create a socially-networked leaderboard that allows users to feel like they are accomplishing something relative to their friends and peers—A little encouragement goes a long way. You’ll find a plethora of leaderboard dos & don’ts in Chapter 4.

4. Develop challenges and message them. Just like Frequent Flyer promotions, creating simple challenges can have a profound effect on user behavior once they are connected to your community. Keep your challenges fresh and topical by knowing your players – Chapter 7 gives you riveting insight on exactly who is playing.

5. Make “fun” your goal! Whether your business is finance or funerary, making fun a principal objective will substantially increase consumer engagement and generate remarkable new revenue opportunities. Chapter 8 shows you the future and how Generation G – today’s tweens – are driving ‘funnovation’ in every industry.

There are plenty more tips in store – from why cash, or even real-world prizes just don’t matter as much as you think, to how you can compete against well-funded incumbents without much capital. Buy Game-Based Marketing today and learn the key secrets of leading-edge marketers - and how you can harness the power of games in your mix to create, engage, and excite your customers.

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.

If you buy a new print edition of this book (or purchased one in the past), you can buy the Kindle edition for only $2.99 (Save 77%). Print edition purchase must be sold by Amazon. Learn more.

Top 5 Ways to Gameify Your Business
Start adding game mechanics to your marketing mix in 5 easy steps.

Product Details

  • Hardcover: 240 pages
  • Publisher: Wiley; 1 edition (March 29, 2010)
  • Language: English
  • ISBN-10: 0470562234
  • ISBN-13: 978-0470562239
  • Product Dimensions: 6.4 x 0.9 x 9.3 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (31 customer reviews)
  • Amazon Best Sellers Rank: #904,648 in Books (See Top 100 in Books)

Related Media

More About the Authors

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

36 of 36 people found the following review helpful By Amazon Customer on December 4, 2010
Format: Hardcover Verified Purchase
I am totally on board with the authors' main concept, which is why it was so frustrating to try and read this book.

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.
1 Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
17 of 17 people found the following review helpful By Richard Benci on November 30, 2010
Format: Hardcover
Good concept, really poorly written. The author wastes our time by trying to associate his own trademarked "Funware" name with anything resembling gaming mechanics past and present (including incentive programs that were used before he was even born, such as the Boy Scouts, Mary Kay and S&H Green Stamps).

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.
1 Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
6 of 6 people found the following review helpful By Susan Diamond on July 27, 2010
Format: Hardcover Verified Purchase
I was all gung-ho to learn about game-based marketing. It's a deceiving title. This repetitive book kept talking about frequent flyer programs and fictional campaigns advertisers coulda-shoulda done. Technically, is this game-based marketing? Yes. But it's not relevant to what's really going on with games and apps like Farmville and Mafia Wars.
2 Comments Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
8 of 9 people found the following review helpful By Melle Gloerich on September 10, 2010
Format: Hardcover Verified Purchase
I agree with Susan Diamond and 'The big shmoo' in that this book just touches the basics and is quite repetitive in using Frequent Flyer Programs as the perfect example of game-based marketing. I'm now reading 'The Art of Game Design: A book of lenses' by Jesse Schell and although it's a much tougher note to crack it is waaaay better in giving you inspiration in using games for marketing or communities.

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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
5 of 5 people found the following review helpful By Tom Sawyer on February 20, 2011
Format: Kindle Edition Verified Purchase
You will read Frequent Flyer programs, McDonald's Monopoly, etc. across different chapters. It seems there were no coordination between these two authors. The whole book reads like a patchwork stitched with pieces and repeated pieces! It would be much better if they can focus on a concept and a few illustrating cases in each chapter. A waste of money.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
4 of 4 people found the following review helpful By Andreas West on August 21, 2011
Format: Hardcover Verified Purchase
I've bought this book from the self announced "Expert of Gamification" Gabe Zicherman to learn more about Gamification and how other companies applied gaming mechanics successfully. Boy, was I disappointed when I read the book (and I read it until the final pages patiently waiting for something positive). So why was I so disappointed you might ask?

- 16% of the books pages are a collection of articles which are used as reference and the rest is an index of words used (nice way of filling up your book with space in case you don't have anything to say!)
- a further 7% is filled up by Cover, Table of Content, Foreword and Acknowledgement - that makes it 23% of useless pages that I paid for!
- the author is quite well in repeating the same over and over again. He's basically stretching his main messages which can be summarized in a normal 16 page pdf article over the full book
- most interesting chapter is about the history of the frequent flyer program, that is for me, a person not born in the US ;-)
- a full chapter is spent on Bartle's Player Types, interesting if you're new to the concept but 100% taken from Bartle, so you learn nothing knew if you heard that before
- he's only referring to a couple of example and then points out mostly ones that failed - would be nice to hear also about positive examples of Gamification
- nothing is being said about how to combine game mechanics to engage the customer for a longer period of time, no wonder Gamification is being seen as a buzz word and everybody thinks it's only badges and some frequent flyer program
- the few examples he gives aren't going really deep, they aren't coming from working with these companies but rather from research what is available on the internet about it.
Read more ›
1 Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Recent Customer Reviews

Set up an Amazon Giveaway

Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more
Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
This item: Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
Price: $19.95
Ships from and sold by

Want to discover more products? Check out this page to see more: book based games