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Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests Hardcover – 16 Apr 2010

3.0 out of 5 stars 2 customer reviews

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Product details

  • Hardcover: 240 pages
  • Publisher: John Wiley & Sons; 1 edition (16 April 2010)
  • Language: English
  • ISBN-10: 0470562234
  • ISBN-13: 978-0470562239
  • Product Dimensions: 15.7 x 1 x 22.6 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 1,054,374 in Books (See Top 100 in Books)
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Product description

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,

"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 Arts

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Top customer reviews

Format: Hardcover|Verified Purchase
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TOP 500 REVIEWERon 27 April 2011
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Most helpful customer reviews on 3.9 out of 5 stars 31 reviews
36 people found this helpful.
2.0 out of 5 starsGood concept, poorly executed
on 4 December 2010 - Published on
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4 people found this helpful.
1.0 out of 5 starsUseless collection of links and some frequent flyer examples
on 21 August 2011 - Published on
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5 people found this helpful.
1.0 out of 5 starsOverly Repetitive, No Much Substance!
on 20 February 2011 - Published on
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6 people found this helpful.
2.0 out of 5 starsSaying in a Book What Could be Said in an Article
on 28 July 2010 - Published on
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5.0 out of 5 starsGamification is the future or marketing...or not?
on 23 June 2014 - Published on
Format: Hardcover|Verified Purchase