Game–Based Marketing. Inspire Customer Loyalty Through Rewards, Challenges, and Contests

  • ID: 2244108
  • Book
  • 240 Pages
  • John Wiley and Sons Ltd
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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 Arts

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Acknowledgments.

Foreword (Robin Kent).

Introduction.

CHAPTER 1 The Argument for Loyalty.

Stickiness Is Loyalty.

Playing with Loyalty.

The Future of Loyalty Frequent Flyer Games.

Communities of Influence: Flyertalk.

Funware: Putting Fun into Everything.

Chase Goes Dutch .

The Value of Prizes.

Game Mechanics.

Don t Hate the Player, Hate the Game.

CHAPTER 2 Passive Play.

The Incidental Games We Play.

Latte Leaders: Status and Levels.

Black Cards and Red Carpets.

Keeping Score.

The Subway Scrum: Rules of Play.

The Bar Brawl: Demonstrable Status.

The Components of Funware.

CHAPTER 3 Social Networks and Leaderboards.

Social Network Clutter.

Marketing with Social Networks.

Orkut: A Case Study in Leaderboard Effectiveness.

Funware at Work: Facebook Friend Games.

No News Isn t Good News.

Leaderboards in Business.

The Jigsaw Example.

Correctly Using Leaderboards.

Points Proxy: Masking and Directing Behaviors.

Wal–Mart and the Theory of Relativism.

Leaderboard Levels.

Leaderboards: The Top 10.

CHAPTER 4 Funware Mechanics: Points and Beyond.

Making Points the Point.

Point Mechanics and Branding.

Virtual Economics.

Virtual Currency.

Real–World Value versus Virtual Value.

Creating an Easy and Effective Virtual Economy.

Badging Players.

Newbie Badges.

Building Levels.

America s Army.

Defining and Meeting Goals.

Bringing Players into the Game.

Tracking Behavior.

Meaningful Status Displays.

CHAPTER 5 Prizes and Games of Chance.

The Ansari X PRIZE: The Power of Games to Change the World.

Can t Buy Me Love: Choosing Prizes.

Games of Chance.

Games of Chance and the Law.

McDonald s Monopoly Game: A Case Study.

The Value of a Prize.

Long–Term Motivation and Customer Loyalty.

Gaming the System.

Amazon Reviews: Community Policing at Its Finest.

Using Sweepstakes to Fight Gaming.

Virtual Points and Prizes.

CHAPTER 6 The Ultimate Funware: Frequent Flyer Programs.

Frequent Flyer Programs Take Off.

What Business Are Airlines In?.

Designing the Frequent Flyer Massive Multiplayer Online Game.

The Power of Points.

Getting There without Points.

Real–World Redemptions: Do They Matter?.

The Solution Is Virtual Goods.

But Does Redemption Matter?.

Levels and Badges in FFPs.

Throwing Your Weight Around.

Benefits of Status.

The Level Error of FFPs.

Going Above and Beyond: The Boss Level.

Challenges and Contests.

United s Team Challenge.

Making It Work for You.

CHAPTER 7 Know Thy Player.

Bartle s Player Types.

Achievers ( ).

Socializers ( ).

Explorers ( ).

Killers ( ).

The Naïve Player.

Competitiveness: The Most Important Motivation?

Closing the Gender Gap.

Nike+: Early Adopter Advantage.

Fahrvergnügen s Failure.

The Wrap–Up.

CHAPTER 8 The Future of Gamers: Generation G.

A Generation Gap.

What Makes Generation G Special?

The Trends.

Smith & Tinker.

The Gulf Is Real.

The Effect of Games: Tetris, Team Building, and Tug of War.

The Character of a Generation of Gamers.

Conclusion: Successfully Marketing to Generation G.

CHAPTER 9 Motivating Sales with Funware: Getting Employees into the Game.

Front Line and Top of Mind.

Bitten by the Achievement Bug.

Mary Kay: Generating Loyalty.

Trust and Motivational Funware.

Sales Teams and Customer Trust: Pep Boys.

Making the Corporate Personal through Games.

Funware at Work: Wells Fargo s Stagecoach Island.

Playing Together.

CHAPTER 10 Everyone Wins: Games in Your Business.

Product Power.

Advergames and In–Game Advertising.

Pursuing, Engaging, and Rewarding Customers: The Business of Lifestyles.

Arming Your Business.

First Steps Are the Hardest.

Do It for the Children.

Funware on the Rise.

References.

Index.

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Gabe Zichermann 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 funwareblog.com.

Joselin Linder is a pop culture writer, filmmaker, and entrepreneur. She currently lives in Brooklyn.

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