Shop now Shop now Shop now Shop Black Friday Deals Week in Fashion Cloud Drive Photos Shop now Learn More Shop now DIYED Shop now Shop Fire Shop Kindle Paperwhite Listen in Prime Shop now Shop now
Biggest Ever Deals Event

Audible Sample

Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests Audio Download – Unabridged

2 customer reviews

See all formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle Edition
"Please retry"
Audio Download, Unabridged
"Please retry"
Free with your Audible trial

Listen on your Kindle Fire or with the free Audible app on Apple, Android, and Windows devices.

Read & Listen

Switch between reading the Kindle book & listening on the Audible narration with Whispersync for Voice.
Get the Audible audiobook for the reduced price of £4.99 after you buy the Kindle book.
Free with Audible trial
Buy with 1-Click

Sold and delivered by Audible, an Amazon company

Product Description

Harness the power of games to create extraordinary customer engagement with Game-Based Marketing. Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics.

By leveraging points, levels, badges, challenges, rewards and leaderboards these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities.

Game-Based Marketing unlocks the design secrets of mega-successful games like Zyngas Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as:

  • Why good leaderboards shouldnt feature the Top 10 players.
  • Most games are played as an excuse to socialize, not to achieve.
  • Status is worth 10x more than cash to most consumers.
  • Badges are not enough: but they are important.
  • You dont need to offer real-world prizing to run a blockbuster sweepstakes.
  • And learn even more:
  • How to architect a point system that works .
  • Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges.
  • Maximizing the value and impact of badges.
  • Future-proofing your design.
  • Challenging users without distraction.

Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decades worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun.

Are you ready to play?

©2010 Jargonlab, Inc. and Joselin Linder (P)2011 John Wiley & Sons, Inc.

Product details

Customer Reviews

3.0 out of 5 stars
5 star
4 star
3 star
2 star
1 star
See both customer reviews
Share your thoughts with other customers

Most Helpful Customer Reviews

Format: Hardcover Verified Purchase
This book fails to link games and marketing convincingly. It's little more than a homebrewed recipe for building frequent flyer programmes.

I kept waiting for the good stuff on games. It never came.

The basic idea in "Game Based Marketing" is this: We all engage in game- and competition-like behaviours in our everyday lives. If designed more like a game, previously unwitting players will spend more energy pursuing the goals you set up for them, than in their previous practical guise. There. No need to read the whole book. Because sadly, the 200-something pages fail to add anything new beyond this.

Being both an academic researcher, consultant and game-designer, I would have thought to find something useful in a book with this title. There are many stories and observations, but thrown together in a rather haphazard manner, they fail to emerge in a coherent argument or toolbox (beyond repeating the word "leaderboard" and the occasional unrealistic fantasy about building massively multiplayer online games for large companies). At times, it almost reads like the authors' repetitive and unimaginative sales-pitch to a lot of different companies about how they should have done this or that in specific campaigns.

The authors mix a lot of different ideas about costumer loyalty, sweepstakes, frequent-flyer programmes, employee competitions and even mentions digital stuff like Second Life and MMORPGs. They call it all games, but seem to have little serious background knowledge in the area. Their favourite tool appears to be a simple leaderboard. Nothing much on how such games work, or how people actually get motivated to play them.
Read more ›
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
1 of 3 people found the following review helpful By Rolf Dobelli TOP 1000 REVIEWER on 27 April 2011
Format: Hardcover
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 engage your customers through interactive game play and take advantage of this growing trend. While Zichermann's book gives readers a head start on exploring game-related marketing, the author unfortunately refers to Frequent Flyer Programs, "World of Warcraft" and even Webkinz without explaining how they work. Zichermann details the growth of gaming and explores the use of "Funware" - the word he coined for using games in a business context. getAbstract finds that this invitation to the playground is an appropriate opening move for those interested in adding gaming elements to their marketing mix.
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 Helpful Customer Reviews on (beta) 31 reviews
36 of 36 people found the following review helpful
Good concept, poorly executed 4 Dec. 2010
By Amazon Customer - Published on
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.
17 of 17 people found the following review helpful
Repetitive, Elementary 30 Nov. 2010
By Richard Benci - Published on
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.
6 of 6 people found the following review helpful
Saying in a Book What Could be Said in an Article 28 July 2010
By Susan Diamond - Published on
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.
8 of 9 people found the following review helpful
Just the basics 10 Sept. 2010
By Melle Gloerich - Published on
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.
5 of 5 people found the following review helpful
Overly Repetitive, No Much Substance! 20 Feb. 2011
By Tom Sawyer - Published on
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.
Were these reviews helpful? Let us know