Details

Game-Based Marketing

Inspire Customer Loyalty Through Rewards, Challenges, and Contests
1. Aufl.

von: Gabe Zichermann, Joselin Linder
16,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	18.02.2010
ISBN/EAN:	9780470618684
Sprache:	englisch
Anzahl Seiten:	240

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Beschreibungen

Titelbeschreibung

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: <ul type="disc"> <li>Why good leaderboards shouldn’t feature the Top 10 players.</li> <li>Most games are played as an excuse to socialize, not to achieve.</li> <li>Status is worth 10x more than cash to most consumers.</li> <li>Badges are not enough: but they are important.</li> <li>You don’t need to offer real-world prizing to run a blockbuster sweepstakes.</li> </ul> And learn even more: <ul type="disc"> <li>How to architect a point system that works</li> <li>Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges</li> <li>Maximizing the value and impact of badges</li> <li>Future-proofing your design</li> <li>Challenging users without distraction</li> </ul> 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?

Inhaltsverzeichnis

Acknowledgments xiii Foreword Robin Kent xv Introduction 1 Chapter 1 The Argument for Loyalty 9 ‘‘Stickiness’’ Is Loyalty 13 Playing with Loyalty 14 The Future of Loyalty—Frequent Flyer Games 16 Communities of Influence: Flyertalk 18 Funware: Putting Fun into Everything 19 Chase ‘‘Goes Dutch’’ 20 The Value of Prizes 23 Game Mechanics 25 Don’t Hate the Player, Hate the Game 28 Chapter 2 Passive Play 31 The Incidental Games We Play 33 Latte Leaders: Status and Levels 34 Black Cards and Red Carpets 36 Keeping Score 38 The Subway Scrum: Rules of Play 39 The Bar Brawl: Demonstrable Status 41 The Components of Funware 43 Chapter 3 Social Networks and Leaderboards 45 Social Network Clutter 47 Marketing with Social Networks 48 Orkut: A Case Study in Leaderboard Effectiveness 48 Funware at Work: Facebook Friend Games 50 No News Isn’t Good News 51 Leaderboards in Business 52 The Jigsaw Example 53 Correctly Using Leaderboards 55 Points Proxy: Masking and Directing Behaviors 57 Wal-Mart and the Theory of Relativism 59 Leaderboard Levels 61 Leaderboards: The Top 10 62 Chapter 4 Funware Mechanics: Points and Beyond 65 Making Points the Point 68 Point Mechanics and Branding 69 Virtual Economics 70 Virtual Currency 71 Real-World Value versus Virtual Value 72 Creating an Easy and Effective Virtual Economy 73 Badging Players 74 Newbie Badges 77 Building Levels 77 America’s Army 80 Defining and Meeting Goals 81 Bringing Players into the Game 85 Tracking Behavior 87 Meaningful Status Displays 88 Chapter 5 Prizes and Games of Chance 91 The Ansari X PRIZE: The Power of Games to Change the World 93 Can’t Buy Me Love: Choosing Prizes 95 Games of Chance 97 Games of Chance and the Law 98 McDonald’s Monopoly Game: A Case Study 99 The Value of a Prize 102 Long-Term Motivation and Customer Loyalty 104 Gaming the System 105 Amazon Reviews: Community Policing at Its Finest 106 Using Sweepstakes to Fight Gaming 107 Virtual Points and Prizes 108 Chapter 6 The Ultimate Funware: Frequent Flyer Programs 111 Frequent Flyer Programs Take Off 114 What Business Are Airlines In? 114 Designing the Frequent Flyer Massive Multiplayer Online Game 117 The Power of Points 119 Getting There without Points 122 Real-World Redemptions: Do They Matter? 122 The Solution Is Virtual Goods 123 But Does Redemption Matter? 125 Levels and Badges in FFPs 126 Throwing Your Weight Around 127 Benefits of Status 129 The Level Error of FFPs 132 Going Above and Beyond: The Boss Level 133 Challenges and Contests 135 United’s Team Challenge 137 Making It Work for You 138 Chapter 7 Know Thy Player 141 Bartle’s Player Types 144 Achievers (^) 145 Socializers (˘) 146 Explorers (¯) 147 Killers (¨) 147 The Naı¨ve Player 148 Competitiveness: The Most Important Motivation? 150 Closing the Gender Gap 153 Nike+: Early Adopter Advantage 154 Fahrvergn€ugen’s Failure 156 The Wrap-Up 158 Chapter 8 The Future of Gamers: Generation G 161 A Generation Gap 163 What Makes Generation G Special? 164 The Trends 165 Smith & Tinker 166 The Gulf Is Real 171 The Effect of Games: Tetris, Team Building, and Tug of War 173 The Character of a Generation of Gamers 174 Conclusion: Successfully Marketing to Generation G 177 Chapter 9 Motivating Sales with Funware: Getting Employees into the Game 181 Front Line and Top of Mind 183 Bitten by the Achievement Bug 185 Mary Kay: Generating Loyalty 187 Trust and Motivational Funware 188 Sales Teams and Customer Trust: Pep Boys 190 Making the Corporate Personal through Games 191 Funware at Work: Wells Fargo’s Stagecoach Island 192 Playing Together 194 Chapter 10 Everyone Wins: Games in Your Business 197 Product Power 199 Advergames and In-Game Advertising 200 Pursuing, Engaging, and Rewarding Customers: The Business of Lifestyles 202 Arming Your Business 202 First Steps Are the Hardest 203 Do It for the Children 204 Funware on the Rise 205 References 207 Index 211

Autorenportrait

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.

Back cover copy

Get into game-based marketing . . . and play to win! TV advertising has "jumped the shark." Online advertising and marketing promises to fill the gap, but despite enthusiasm for buzz-generation and the value of social networks, no one has outlined a workable marketing model that actually leads to reliable revenue . . . until now. Written by videogame innovator and entrepreneur Gabe Zichermann and writer Joselin Linder, Game-Based Marketing explores "Funware," a new model for incorporating and leveraging games and game mechanics to reach today's customers. Behaviorally based, Funware will give you strategic insight into the deep-seated impulses and habits that drive our socially networked marketplace. In this groundbreaking guide, you'll discover which game-based marketing programs have already generated millions in revenue and produced the world's most loyal and engaged customers. You'll get a firsthand look at how this powerful approach applies to the new world of social media. Most importantly, you'll see how to create game-based marketing plans that measurably increase both sales and profits. Game-Based Marketing gives you practical guidance on adding games and gaming concepts to your marketing toolbox, including: <ul> <li>How to cut through the media noise to use games more effectively</li> <li>Why "free to play" designs are irresistible to customers and lead to long-term revenue</li> <li>How to leverage the passive games people are playing every day without even realizing it</li> <li>How to create virtual economies and link them to your real-world business objectives</li> <li>Who the different types of gamers are, and how to reach them—even when they're not "intentionally playing"</li> <li>How to use games internally to motivate employees and boost sales</li> <li>How to find the best game-based techniques for communicating with youth markets</li> <li>And much more</li> </ul> Filled with case studies from leading brands such as NBC, United Airlines, the U.S. Army, and more, Game-Based Marketing examines how Funware delivers results today and will be an integral marketing channel tomorrow. Use the tools in this book to reinvent your marketing strategy, or you might be out of the game altogether.