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Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests Hardcover – March 29, 2010
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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 Jigsaw.com; 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 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.
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Top Customer Reviews
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.
- 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. If he did indeed work there, then he seems to be bound to only talk superficial bla bla about the work he did with them
All in all like I already said one of the few books where I'm really disappointed that I bought them. Especially so as I started to read the first few pages online here at Amazon, but I thought he it's going to get deeper and more interesting later on. I should have trusted my own feelings based on those pages that are available online. If you like them, buy the book, if they don't deliver a real interest for you to read further on, stay away from buying it, you won't regret it.
Most Recent Customer Reviews
I would expect at least few ideas on what could be done for specific industries.Read more