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

Overview

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, ...

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Overview

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:

  • Why good leaderboards shouldn’t feature the Top 10 players.
  • Most games are played as an excuse to socialize, not to achieve.
  • Status is worth 10x more than cash to most consumers.
  • Badges are not enough: but they are important.
  • You don’t need to offer real-world prizing to run a blockbuster sweepstakes.

And learn even more:

  • How to architect a point system that works
  • Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges
  • Maximizing the value and impact of badges
  • Future-proofing your design
  • Challenging users without distraction

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.

Are you ready to play?

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Product Details

  • ISBN-13: 9780470562239
  • Publisher: Wiley
  • Publication date: 3/29/2010
  • Edition number: 1
  • Pages: 240
  • 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.

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Table of Contents

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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Sort by: Showing all of 5 Customer Reviews
  • 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.

    Was this review helpful? Yes  No   Report this review
  • 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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  • 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.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 1, 2011

    No text was provided for this review.

  • Anonymous

    Posted April 8, 2010

    No text was provided for this review.

Sort by: Showing all of 5 Customer Reviews

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