Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests

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Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests (eBook) Pub. Date: 3/9/2010 Publisher: Wiley, John & Sons, Incorporated
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Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests Pub. Date: 3/29/2010 Publisher: Wiley, John & Sons, Incorporated

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Overview

"Advertising is dead. You may not realize it, but you and everyone you know engages, possibly unsuspectingly, in some form of a game multitasking as an ingenious marketing device. Game-Based Marketing illustrates the pervasiveness of games today in business marketing, and how to better use them to create an engaged and loyal customer base. Game-Based Marketing will:" "Explain the growing phenomenon of game-based marketing and how it works." "Show marketers how to develop games to incorporate into their marketing strategy." Share fascinating examples of marketing games already in play including Jigsaw.com; Chase Picks Up The Tab; the iconic McDonald's Monopoly Game that reportedly generates nearly one-hundred million dollars in incremental revenue per year; and United Airlines Mileage Plus where team pint competitions and real-world scavenger hunts for miles accrue millions annually.

Product Details

ISBN-13: 9780470562239
Publisher: Wiley, John & Sons, Incorporated
Publication date: 3/29/2010
Edition number: 1
Pages: 240
Sales rank: 569,308
Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

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.

Ch. 1 The Argument for Loyalty 9

Ch. 2 Passive Play 31

Ch. 3 Social Networks and Leaderboards 45

Ch. 4 Funware Mechanics: Points and Beyond 65

Ch. 5 Prizes and Games of Chance 91

Ch. 6 The Ultimate Funware: Frequent Flyer Programs 111

Ch. 7 Know Thy Player 141

Ch. 8 The Future of Garners: Generation G 161

Ch. 9 Motivating Sales with Funware: Getting Employees into the Game 181

Ch. 10 Everyone Wins: Games in Your Business 197

References 207

Index 211

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RolfDobelli

Posted April 27, 2011

more from this reviewer

Insightful guide on using games as a marketing tool

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.
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Anonymous

Posted March 24, 2010

Useful and inspiring

As a new small business owner, this book was right up my alley. In an economy like this one, you can't get enough suggestions for building customer loyalty and maintaining a customer base. And as a regular World of Warcraft player, I couldn't agree more: Games are the future (if not the present.)
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JES45

Posted March 23, 2010

A Managers New Best Friend!

I found the book quite interesting and easy to follow. I also liked many of the ideas. Having been a business manager for many years, I know what it means to balance a budget. Game-Based Marketing offers tons of solutions for marketing on a shoestring. It is a must for people in management, marketing and creative businesses.
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Posted June 1, 2011

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Posted April 8, 2010

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