- Save 10% on selected children’s books, compliments of Amazon Family Promotion exclusive for Prime members .
Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests Hardcover – 16 Apr 2010
- Choose from over 13,000 locations across the UK
- Prime members get unlimited deliveries at no additional cost
- Find your preferred location and add it to your address book
- Dispatch to this address when you check out
Special offers and product promotions
Customers who bought this item also bought
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.
To get the free app, enter your mobile phone number.
If you are a seller for this product, would you like to suggest updates through seller support?
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 book or 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
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. The few credible studies cited are dumped down and/or misinterpreted (hard to tell which) to a point where they are basically useless.
Cutting through the fluff, every useful thought in here could be written in a short magazine-article. The book gets its second star because of the anecdotes collected on costumer loyalty programmes. The only other good news is, it's quick to read.
Most helpful customer reviews on Amazon.com
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.
- 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.