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

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John Wiley & Sons, 9 бер. 2010 р. - 288 стор.
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Harness the power of games to create extraordinary customerengagement with Game-Based Marketing.

Gamification is revolutionizing the web and mobile apps.

Innovative startups like Foursquare and Swoopo, growth companieslike Gilt and Groupon and established brands like United Airlinesand Nike all agree: the most powerful way to create and engage avibrant community is with game mechanics. By leveraging points,levels, badges, challenges, rewards and leaderboards – theseinnovators are dramatically lowering their customer acquisitioncosts, increasing engagement and building sustainable, viralcommunities.

Game-Based Marketing unlocks the design secrets ofmega-successful games like Zynga’s Farmville, World ofWarcraft, Bejeweled and Project Runway to give you the power tocreate winning game-like experiences on your site/apps. Avoidobvious pitfalls and learn from the masters with key insights, suchas:

  • Why good leaderboards shouldn’t feature the Top 10players.
  • Most games are played as an excuse to socialize, not toachieve.
  • 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 ablockbuster 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 successfulentrepreneur Gabe Zichermann, Game-Based Marketing bringstogether the game mechanics expertise of a decade’s worth ofresearch. Driven equally by big companies, startups, 40-year-oldmen and tween girls, the world is becoming increasingly morefun.

Are you ready to play?


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The Argument for Loyalty
Putting Fun into Everything
Game Mechanics
Points and Beyond
Prizes and Games of Chance
Frequent Flyer
Designing the Frequent Flyer Massive
Benefits of Status
Challenges and Contests
Know Thy Player
Generation G
Generating Loyalty
Playing Together

The Solution Is Virtual Goods

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Про автора (2010)

Gabe Zichermann is the father of Funware theory and CEO ofbeamME—the world's most popular mobile networking platformfor professionals. He is a twelve-year game-industry veteran,having worked for CMP Media as the director of marketing for theGame Developers Conference, Gamasutra, and Game Developer magazine,as well as helping to launch and guide Trymedia Systems from startto sale as the first successful online game DRM and distributioncompany. A resident of New York City, Gabe blogs about games andsociety at

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

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