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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.