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Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit!
Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army’s total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force—encouraging them to manually label the millions of images found on the Web that Google’s computers cannot identify on their own.
Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity…in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general.
Part I: Introduction 1
Chapter 1: An Introduction to Games, and Why They Matter 3
Part II: Games and Customers 33
Chapter 2: Advertising "In" and "Around" Games 37
Chapter 3: Advergames 55
Chapter 4: Adverworlds, Second Life, and Blurred Reality 75
Part III: Games and Employees 97
Chapter 5: Better Employees through Gaming 101
Chapter 6: Three Skills for an Interconnected World 115
Chapter 7: Games and Recruiting 139
Part IV: Games and the Future of Business 155
Chapter 8: Games for Work, Games at Work 157
Chapter 9: User Innovation Communities 171
Chapter 10: Why Gamers are Better than Computers, Scientists, and Governments 187
Games Index 203
Index 207
Video games are so commonplace that you probably don't see them as a launching pad to the next frontier of innovation, but David Edery and Ethan Mollick will make you think twice about that. They present an eloquent, persuasive case for the enormous potential that video games have to transform business. The authors illustrate the way that a growing number of organizations are utilizing virtual worlds to advertise their goods and services, train their workers and attract potential employees. They'll amaze you as they recount how rapidly video games have progressed since Pac-Man and Space Invaders first appeared in bowling alley arcades. getAbstract applauds the authors' scholarship and research, and their ability to illuminate this topic for a corporate audience. Anyone involved in technology innovation, or personnel training and management, could learn a lot by playing along. Video games are serious business and they generate serious money.
Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.GamesGuy
Posted October 31, 2008
Changing the Game by David Edery and Ethan Mollick deserves five stars because it will have a impact on the interest in using games for business training and marketing objectives. This book describes the game-based marketing and training phenomenon in such expert and objective detail that if executives have not previously considered funding a game or simulation, they will after reading it. This is the business case for investing in online game development!<BR/><BR/>The current "craze over online game-based learning" has altered the risk-reward ratio of sponsoring a game. The serious attention game aficionados and professional groups such as the eLearning Guild have given to the issue has slowly tilted training executive opinion in favor of experimenting with Internet-delivered games. This book is a "game changer!" Read the rest of the review at www.tmreview.com
Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.Anonymous
Posted January 21, 2011
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Overview
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit!
Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error ...