Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
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 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:
And learn even more:
Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing 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.
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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.
More about this book:
Frequent Flyer Programs Take Off
Designing the Frequent Flyer Massively Multiplayer Online Game
The Power of Points
Getting There without Points
Do They Matter?
The Solution Is Virtual Goods
But Does Redemption Matter?
Levels and Badges in FFPs
Dont Hate the Player Hate the Game
The Incidental Games We Play
Status and Levels
Black Cards and Red Carpets
The Components of Funware
Social Network Clutter
Marketing with Social Networks
Facebook Friend Games
No News Isnt Good News
Leaderboards in Business
Correctly Using Leaderboards
Masking and Directing Behaviors
WalMart and the Theory of Relativism
The Top 10
Making Points the Point
Point Mechanics and Branding
RealWorld Value versus Virtual Value
Creating an Easy and Effective Virtual Economy
Defining and Meeting Goals
Bringing Players into the Game
The Power of Games to Change the World
Games of Chance
Games of Chance and the Law
A Case Study
The Value of a Prize
LongTerm Motivation and Customer Loyalty
Gaming the System
Community Policing at Its Finest
Using Sweepstakes to Fight Gaming
Throwing Your Weight Around
Benefits of Status
The Level Error of FFPs
The Boss Level
Challenges and Contests
Uniteds Team Challenge
Making It Work for You
Bartles Player Types
The Most Important Motivation?
Closing the Gender Gap
Early Adopter Advantage
A Generation Gap
What Makes Generation G Special?
The Gulf Is Real
Tetris Team Building and Tug of War
The Character of a Generation of Gamers
Successfully Marketing to Generation G
Front Line and Top of Mind
Bitten by the Achievement Bug
Trust and Motivational Funware
Making the Corporate Personal through Games
Wells Fargos Stagecoach Island
Advergames and InGame Advertising
The Business of Lifestyles
Arming Your Business
First Steps Are the Hardest
Funware on the Rise