{"product_id":"game-based-marketing-isbn-9780470562239","title":"Game-Based Marketing","description":"Harness the power of games to create extraordinary customer engagement with \u003ci\u003eGame-Based Marketing\u003c\/i\u003e.  \u003cp\u003eGamification is revolutionizing the web and mobile apps.\u003c\/p\u003e \u003cp\u003eInnovative 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGame-Based Marketing\u003c\/i\u003e unlocks the design secrets of mega-successful games like Zynga’s 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:\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eWhy good leaderboards shouldn’t feature the Top 10 players.\u003c\/li\u003e \u003cli\u003eMost games are played as an excuse to socialize, not to achieve.\u003c\/li\u003e \u003cli\u003eStatus is worth 10x more than cash to most consumers.\u003c\/li\u003e \u003cli\u003eBadges are not enough: but they are important.\u003c\/li\u003e \u003cli\u003eYou don’t need to offer real-world prizing to run a blockbuster sweepstakes.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eAnd learn even more:\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eHow to architect a point system that works\u003c\/li\u003e \u003cli\u003eDesigning the funware loop: the basics of points, badges, levels, leaderboards and challenges\u003c\/li\u003e \u003cli\u003eMaximizing the value and impact of badges\u003c\/li\u003e \u003cli\u003eFuture-proofing your design\u003c\/li\u003e \u003cli\u003eChallenging users without distraction\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBased on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, \u003ci\u003eGame-Based Marketing\u003c\/i\u003e brings together the game mechanics expertise of a decade’s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun.\u003c\/p\u003e \u003cp\u003eAre you ready to play?\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eForeword Robin Kent xv\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1\u003c\/b\u003e \u003cb\u003eThe Argument for Loyalty 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e‘‘Stickiness’’ Is Loyalty 13\u003c\/p\u003e \u003cp\u003ePlaying with Loyalty 14\u003c\/p\u003e \u003cp\u003eThe Future of Loyalty—Frequent Flyer Games 16\u003c\/p\u003e \u003cp\u003eCommunities of Influence: Flyertalk 18\u003c\/p\u003e \u003cp\u003eFunware: Putting Fun into Everything 19\u003c\/p\u003e \u003cp\u003eChase ‘‘Goes Dutch’’ 20\u003c\/p\u003e \u003cp\u003eThe Value of Prizes 23\u003c\/p\u003e \u003cp\u003eGame Mechanics 25\u003c\/p\u003e \u003cp\u003eDon’t Hate the Player, Hate the Game 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 2 \u003c\/b\u003e\u003cb\u003ePassive Play 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Incidental Games We Play 33\u003c\/p\u003e \u003cp\u003eLatte Leaders: Status and Levels 34\u003c\/p\u003e \u003cp\u003eBlack Cards and Red Carpets 36\u003c\/p\u003e \u003cp\u003eKeeping Score 38\u003c\/p\u003e \u003cp\u003eThe Subway Scrum: Rules of Play 39\u003c\/p\u003e \u003cp\u003eThe Bar Brawl: Demonstrable Status 41\u003c\/p\u003e \u003cp\u003eThe Components of Funware 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 3 \u003c\/b\u003e\u003cb\u003eSocial Networks and Leaderboards 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Network Clutter 47\u003c\/p\u003e \u003cp\u003eMarketing with Social Networks 48\u003c\/p\u003e \u003cp\u003eOrkut: A Case Study in Leaderboard Effectiveness 48\u003c\/p\u003e \u003cp\u003eFunware at Work: Facebook Friend Games 50\u003c\/p\u003e \u003cp\u003eNo News Isn’t Good News 51\u003c\/p\u003e \u003cp\u003eLeaderboards in Business 52\u003c\/p\u003e \u003cp\u003eThe Jigsaw Example 53\u003c\/p\u003e \u003cp\u003eCorrectly Using Leaderboards 55\u003c\/p\u003e \u003cp\u003ePoints Proxy: Masking and Directing Behaviors 57\u003c\/p\u003e \u003cp\u003eWal-Mart and the Theory of Relativism 59\u003c\/p\u003e \u003cp\u003eLeaderboard Levels 61\u003c\/p\u003e \u003cp\u003eLeaderboards: The Top 10 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 4 \u003c\/b\u003e\u003cb\u003eFunware Mechanics: Points and Beyond 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking Points the Point 68\u003c\/p\u003e \u003cp\u003ePoint Mechanics and Branding 69\u003c\/p\u003e \u003cp\u003eVirtual Economics 70\u003c\/p\u003e \u003cp\u003eVirtual Currency 71\u003c\/p\u003e \u003cp\u003eReal-World Value versus Virtual Value 72\u003c\/p\u003e \u003cp\u003eCreating an Easy and Effective Virtual Economy 73\u003c\/p\u003e \u003cp\u003eBadging Players 74\u003c\/p\u003e \u003cp\u003eNewbie Badges 77\u003c\/p\u003e \u003cp\u003eBuilding Levels 77\u003c\/p\u003e \u003cp\u003eAmerica’s Army 80\u003c\/p\u003e \u003cp\u003eDefining and Meeting Goals 81\u003c\/p\u003e \u003cp\u003eBringing Players into the Game 85\u003c\/p\u003e \u003cp\u003eTracking Behavior 87\u003c\/p\u003e \u003cp\u003eMeaningful Status Displays 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter \u003c\/b\u003e5 \u003c\/b\u003e\u003cb\u003ePrizes and Games of Chance 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Ansari X PRIZE: The Power of Games to Change the World 93\u003c\/p\u003e \u003cp\u003eCan’t Buy Me Love: Choosing Prizes 95\u003c\/p\u003e \u003cp\u003eGames of Chance 97\u003c\/p\u003e \u003cp\u003eGames of Chance and the Law 98\u003c\/p\u003e \u003cp\u003eMcDonald’s Monopoly Game: A Case Study 99\u003c\/p\u003e \u003cp\u003eThe Value of a Prize 102\u003c\/p\u003e \u003cp\u003eLong-Term Motivation and Customer Loyalty 104\u003c\/p\u003e \u003cp\u003eGaming the System 105\u003c\/p\u003e \u003cp\u003eAmazon Reviews: Community Policing at Its Finest 106\u003c\/p\u003e \u003cp\u003eUsing Sweepstakes to Fight Gaming 107\u003c\/p\u003e \u003cp\u003eVirtual Points and Prizes 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter \u003c\/b\u003e6 The Ultimate Funware: Frequent Flyer Programs 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrequent Flyer Programs Take Off 114\u003c\/p\u003e \u003cp\u003eWhat Business Are Airlines In? 114\u003c\/p\u003e \u003cp\u003eDesigning the Frequent Flyer Massive Multiplayer Online Game 117\u003c\/p\u003e \u003cp\u003eThe Power of Points 119\u003c\/p\u003e \u003cp\u003eGetting There without Points 122\u003c\/p\u003e \u003cp\u003eReal-World Redemptions: Do They Matter? 122\u003c\/p\u003e \u003cp\u003eThe Solution Is Virtual Goods 123\u003c\/p\u003e \u003cp\u003eBut Does Redemption Matter? 125\u003c\/p\u003e \u003cp\u003eLevels and Badges in FFPs 126\u003c\/p\u003e \u003cp\u003eThrowing Your Weight Around 127\u003c\/p\u003e \u003cp\u003eBenefits of Status 129\u003c\/p\u003e \u003cp\u003eThe Level Error of FFPs 132\u003c\/p\u003e \u003cp\u003eGoing Above and Beyond: The Boss Level 133\u003c\/p\u003e \u003cp\u003eChallenges and Contests 135\u003c\/p\u003e \u003cp\u003eUnited’s Team Challenge 137\u003c\/p\u003e \u003cp\u003eMaking It Work for You 138\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 7\u003c\/b\u003e \u003cb\u003eKnow Thy Player 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBartle’s Player Types 144\u003c\/p\u003e \u003cp\u003eAchievers (^) 145\u003c\/p\u003e \u003cp\u003eSocializers (˘) 146\u003c\/p\u003e \u003cp\u003eExplorers (¯) 147\u003c\/p\u003e \u003cp\u003eKillers (¨) 147\u003c\/p\u003e \u003cp\u003eThe Naı¨ve Player 148\u003c\/p\u003e \u003cp\u003eCompetitiveness: The Most Important Motivation? 150\u003c\/p\u003e \u003cp\u003eClosing the Gender Gap 153\u003c\/p\u003e \u003cp\u003eNike+: Early Adopter Advantage 154\u003c\/p\u003e \u003cp\u003eFahrvergn€ugen’s Failure 156\u003c\/p\u003e \u003cp\u003eThe Wrap-Up 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 8\u003c\/b\u003e \u003cb\u003eThe Future of Gamers: Generation G 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Generation Gap 163\u003c\/p\u003e \u003cp\u003eWhat Makes Generation G Special? 164\u003c\/p\u003e \u003cp\u003eThe Trends 165\u003c\/p\u003e \u003cp\u003eSmith \u0026amp; Tinker 166\u003c\/p\u003e \u003cp\u003eThe Gulf Is Real 171\u003c\/p\u003e \u003cp\u003eThe Effect of Games: Tetris, Team Building, and Tug of War 173\u003c\/p\u003e \u003cp\u003eThe Character of a Generation of Gamers 174\u003c\/p\u003e \u003cp\u003eConclusion: Successfully Marketing to Generation G 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 9\u003c\/b\u003e \u003cb\u003eMotivating Sales with Funware: Getting Employees into the Game 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFront Line and Top of Mind 183\u003c\/p\u003e \u003cp\u003eBitten by the Achievement Bug 185\u003c\/p\u003e \u003cp\u003eMary Kay: Generating Loyalty 187\u003c\/p\u003e \u003cp\u003eTrust and Motivational Funware 188\u003c\/p\u003e \u003cp\u003eSales Teams and Customer Trust: Pep Boys 190\u003c\/p\u003e \u003cp\u003eMaking the Corporate Personal through Games 191\u003c\/p\u003e \u003cp\u003eFunware at Work: Wells Fargo’s Stagecoach Island 192\u003c\/p\u003e \u003cp\u003ePlaying Together 194\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 10 Everyone Wins: Games in Your Business 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProduct Power 199\u003c\/p\u003e \u003cp\u003eAdvergames and In-Game Advertising 200\u003c\/p\u003e \u003cp\u003ePursuing, Engaging, and Rewarding Customers: The Business of Lifestyles 202\u003c\/p\u003e \u003cp\u003eArming Your Business 202\u003c\/p\u003e \u003cp\u003eFirst Steps Are the Hardest 203\u003c\/p\u003e \u003cp\u003eDo It for the Children 204\u003c\/p\u003e \u003cp\u003eFunware on the Rise 205\u003c\/p\u003e \u003cp\u003eReferences 207\u003c\/p\u003e \u003cp\u003eIndex 211\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eGABE ZICHERMANN\u003c\/b\u003e is the father of Funware theory and CEO of beamME—the world's most popular mobile networking platform for professionals. He is a twelve-year game-industry veteran, having worked for CMP Media as the director of marketing for the Game Developers Conference, Gamasutra, and Game Developer magazine, as well as helping to launch and guide Trymedia Systems from start to sale as the first successful online game DRM and distribution company. A resident of New York City, Gabe blogs about games and society at \u003cb\u003efunwareblog.com\u003c\/b\u003e. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJOSELIN LINDER\u003c\/b\u003e is a pop culture writer, filmmaker, and entrepreneur. She currently lives in Brooklyn.   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.  \u003c\/p\u003e\u003cp\u003eWritten by videogame innovator and entrepreneur Gabe Zichermann and writer Joselin Linder, \u003ci\u003eGame-Based Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGame-Based Marketing\u003c\/i\u003e gives you practical guidance on adding games and gaming concepts to your marketing toolbox, including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eHow to cut through the media noise to use games more effectively\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eWhy \"free to play\" designs are irresistible to customers and lead to long-term revenue\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eHow to leverage the passive games people are playing every day without even realizing it\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eHow to create virtual economies and link them to your real-world business objectives\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eWho the different types of gamers are, and how to reach them—even when they're not \"intentionally playing\"\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eHow to use games internally to motivate employees and boost sales\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eHow to find the best game-based techniques for communicating with youth markets\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eAnd much more\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFilled with case studies from leading brands such as NBC, United Airlines, the U.S. Army, and more, \u003ci\u003eGame-Based Marketing\u003c\/i\u003e 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.\u003c\/p\u003e  \u003cb\u003e\u003c\/b\u003e\u003cp\u003eGet into game-based marketing . . . and play to win! \u003c\/p\u003e\u003cp\u003eTV 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. \u003c\/p\u003e\u003cp\u003eWritten 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. \u003c\/p\u003e\u003cp\u003eIn 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. \u003c\/p\u003e\u003cp\u003eGame-Based Marketing gives you practical guidance on adding games and gaming concepts to your marketing toolbox, including: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eHow to cut through the media noise to use games more effectively\u003c\/li\u003e \u003cli\u003eWhy \"free to play\" designs are irresistible to customers and lead to long-term revenue\u003c\/li\u003e \u003cli\u003eHow to leverage the passive games people are playing every day without even realizing it\u003c\/li\u003e \u003cli\u003eHow to create virtual economies and link them to your real-world business objectives\u003c\/li\u003e \u003cli\u003eWho the different types of gamers are, and how to reach them—even when they're not \"intentionally playing\"\u003c\/li\u003e \u003cli\u003eHow to use games internally to motivate employees and boost sales\u003c\/li\u003e \u003cli\u003eHow to find the best game-based techniques for communicating with youth markets\u003c\/li\u003e \u003cli\u003eAnd much more\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFilled 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989270118629,"sku":"NP9780470562239","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470562239.jpg?v=1761783456","url":"https:\/\/k12savings.com\/products\/game-based-marketing-isbn-9780470562239","provider":"K12savings","version":"1.0","type":"link"}