{"product_id":"game-based-marketing-inspire-customer-loyalty-through-rewards-challenges-and-contests-hardback-9780470562239","title":"Game-Based Marketing; Inspire Customer Loyalty Through Rewards, Challenges, and Contests (Hardback) 9780470562239","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eGame-Based Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eInspire Customer Loyalty Through Rewards, Challenges, and Contests\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eGabe Zichermann (Author), Joselin Linder (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470562239, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 16 April 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e240 pages, Photos: 11 B\u0026amp;W, 0 Color\u003cbr\u003e22.6 x 15.8 x 1 cm, 0.408 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eHarness the power of games to create extraordinary customer engagement with \u003ci\u003eGame-Based Marketing\u003c\/i\u003e.  \u003cp\u003eGamification is revolutionizing the web and mobile apps.\u003c\/p\u003e \u003cp\u003eInnovative 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGame-Based Marketing\u003c\/i\u003e 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:\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eWhy good leaderboards shouldn’t feature the Top 10 players.\u003c\/li\u003e \u003cli\u003eMost games are played as an excuse to socialize, not to achieve.\u003c\/li\u003e \u003cli\u003eStatus is worth 10x more than cash to most consumers.\u003c\/li\u003e \u003cli\u003eBadges are not enough: but they are important.\u003c\/li\u003e \u003cli\u003eYou don’t need to offer real-world prizing to run a blockbuster sweepstakes.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eAnd learn even more:\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eHow to architect a point system that works\u003c\/li\u003e \u003cli\u003eDesigning the funware loop: the basics of points, badges, levels, leaderboards and challenges\u003c\/li\u003e \u003cli\u003eMaximizing the value and impact of badges\u003c\/li\u003e \u003cli\u003eFuture-proofing your design\u003c\/li\u003e \u003cli\u003eChallenging users without distraction\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBased on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, \u003ci\u003eGame-Based Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eAre you ready to play?\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eForeword Robin Kent xv\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1\u003c\/b\u003e \u003cb\u003eThe Argument for Loyalty 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e‘‘Stickiness’’ Is Loyalty 13\u003c\/p\u003e \u003cp\u003ePlaying with Loyalty 14\u003c\/p\u003e \u003cp\u003eThe Future of Loyalty—Frequent Flyer Games 16\u003c\/p\u003e \u003cp\u003eCommunities of Influence: Flyertalk 18\u003c\/p\u003e \u003cp\u003eFunware: Putting Fun into Everything 19\u003c\/p\u003e \u003cp\u003eChase ‘‘Goes Dutch’’ 20\u003c\/p\u003e \u003cp\u003eThe Value of Prizes 23\u003c\/p\u003e \u003cp\u003eGame Mechanics 25\u003c\/p\u003e \u003cp\u003eDon’t Hate the Player, Hate the Game 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 2 \u003c\/b\u003e\u003cb\u003ePassive Play 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Incidental Games We Play 33\u003c\/p\u003e \u003cp\u003eLatte Leaders: Status and Levels 34\u003c\/p\u003e \u003cp\u003eBlack Cards and Red Carpets 36\u003c\/p\u003e \u003cp\u003eKeeping Score 38\u003c\/p\u003e \u003cp\u003eThe Subway Scrum: Rules of Play 39\u003c\/p\u003e \u003cp\u003eThe Bar Brawl: Demonstrable Status 41\u003c\/p\u003e \u003cp\u003eThe Components of Funware 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 3 \u003c\/b\u003e\u003cb\u003eSocial Networks and Leaderboards 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Network Clutter 47\u003c\/p\u003e \u003cp\u003eMarketing with Social Networks 48\u003c\/p\u003e \u003cp\u003eOrkut: A Case Study in Leaderboard Effectiveness 48\u003c\/p\u003e \u003cp\u003eFunware at Work: Facebook Friend Games 50\u003c\/p\u003e \u003cp\u003eNo News Isn’t Good News 51\u003c\/p\u003e \u003cp\u003eLeaderboards in Business 52\u003c\/p\u003e \u003cp\u003eThe Jigsaw Example 53\u003c\/p\u003e \u003cp\u003eCorrectly Using Leaderboards 55\u003c\/p\u003e \u003cp\u003ePoints Proxy: Masking and Directing Behaviors 57\u003c\/p\u003e \u003cp\u003eWal-Mart and the Theory of Relativism 59\u003c\/p\u003e \u003cp\u003eLeaderboard Levels 61\u003c\/p\u003e \u003cp\u003eLeaderboards: The Top 10 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 4 \u003c\/b\u003e\u003cb\u003eFunware Mechanics: Points and Beyond 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking Points the Point 68\u003c\/p\u003e \u003cp\u003ePoint Mechanics and Branding 69\u003c\/p\u003e \u003cp\u003eVirtual Economics 70\u003c\/p\u003e \u003cp\u003eVirtual Currency 71\u003c\/p\u003e \u003cp\u003eReal-World Value versus Virtual Value 72\u003c\/p\u003e \u003cp\u003eCreating an Easy and Effective Virtual Economy 73\u003c\/p\u003e \u003cp\u003eBadging Players 74\u003c\/p\u003e \u003cp\u003eNewbie Badges 77\u003c\/p\u003e \u003cp\u003eBuilding Levels 77\u003c\/p\u003e \u003cp\u003eAmerica’s Army 80\u003c\/p\u003e \u003cp\u003eDefining and Meeting Goals 81\u003c\/p\u003e \u003cp\u003eBringing Players into the Game 85\u003c\/p\u003e \u003cp\u003eTracking Behavior 87\u003c\/p\u003e \u003cp\u003eMeaningful Status Displays 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter \u003c\/b\u003e5 \u003c\/b\u003e\u003cb\u003ePrizes and Games of Chance 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Ansari X PRIZE: The Power of Games to Change the World 93\u003c\/p\u003e \u003cp\u003eCan’t Buy Me Love: Choosing Prizes 95\u003c\/p\u003e \u003cp\u003eGames of Chance 97\u003c\/p\u003e \u003cp\u003eGames of Chance and the Law 98\u003c\/p\u003e \u003cp\u003eMcDonald’s Monopoly Game: A Case Study 99\u003c\/p\u003e \u003cp\u003eThe Value of a Prize 102\u003c\/p\u003e \u003cp\u003eLong-Term Motivation and Customer Loyalty 104\u003c\/p\u003e \u003cp\u003eGaming the System 105\u003c\/p\u003e \u003cp\u003eAmazon Reviews: Community Policing at Its Finest 106\u003c\/p\u003e \u003cp\u003eUsing Sweepstakes to Fight Gaming 107\u003c\/p\u003e \u003cp\u003eVirtual Points and Prizes 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter \u003c\/b\u003e6 The Ultimate Funware: Frequent Flyer Programs 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrequent Flyer Programs Take Off 114\u003c\/p\u003e \u003cp\u003eWhat Business Are Airlines In? 114\u003c\/p\u003e \u003cp\u003eDesigning the Frequent Flyer Massive Multiplayer Online Game 117\u003c\/p\u003e \u003cp\u003eThe Power of Points 119\u003c\/p\u003e \u003cp\u003eGetting There without Points 122\u003c\/p\u003e \u003cp\u003eReal-World Redemptions: Do They Matter? 122\u003c\/p\u003e \u003cp\u003eThe Solution Is Virtual Goods 123\u003c\/p\u003e \u003cp\u003eBut Does Redemption Matter? 125\u003c\/p\u003e \u003cp\u003eLevels and Badges in FFPs 126\u003c\/p\u003e \u003cp\u003eThrowing Your Weight Around 127\u003c\/p\u003e \u003cp\u003eBenefits of Status 129\u003c\/p\u003e \u003cp\u003eThe Level Error of FFPs 132\u003c\/p\u003e \u003cp\u003eGoing Above and Beyond: The Boss Level 133\u003c\/p\u003e \u003cp\u003eChallenges and Contests 135\u003c\/p\u003e \u003cp\u003eUnited’s Team Challenge 137\u003c\/p\u003e \u003cp\u003eMaking It Work for You 138\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 7\u003c\/b\u003e \u003cb\u003eKnow Thy Player 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBartle’s Player Types 144\u003c\/p\u003e \u003cp\u003eAchievers (^) 145\u003c\/p\u003e \u003cp\u003eSocializers (˘) 146\u003c\/p\u003e \u003cp\u003eExplorers (¯) 147\u003c\/p\u003e \u003cp\u003eKillers (¨) 147\u003c\/p\u003e \u003cp\u003eThe Naı¨ve Player 148\u003c\/p\u003e \u003cp\u003eCompetitiveness: The Most Important Motivation? 150\u003c\/p\u003e \u003cp\u003eClosing the Gender Gap 153\u003c\/p\u003e \u003cp\u003eNike+: Early Adopter Advantage 154\u003c\/p\u003e \u003cp\u003eFahrvergn€ugen’s Failure 156\u003c\/p\u003e \u003cp\u003eThe Wrap-Up 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 8\u003c\/b\u003e \u003cb\u003eThe Future of Gamers: Generation G 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Generation Gap 163\u003c\/p\u003e \u003cp\u003eWhat Makes Generation G Special? 164\u003c\/p\u003e \u003cp\u003eThe Trends 165\u003c\/p\u003e \u003cp\u003eSmith \u0026amp; Tinker 166\u003c\/p\u003e \u003cp\u003eThe Gulf Is Real 171\u003c\/p\u003e \u003cp\u003eThe Effect of Games: Tetris, Team Building, and Tug of War 173\u003c\/p\u003e \u003cp\u003eThe Character of a Generation of Gamers 174\u003c\/p\u003e \u003cp\u003eConclusion: Successfully Marketing to Generation G 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 9\u003c\/b\u003e \u003cb\u003eMotivating Sales with Funware: Getting Employees into the Game 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFront Line and Top of Mind 183\u003c\/p\u003e \u003cp\u003eBitten by the Achievement Bug 185\u003c\/p\u003e \u003cp\u003eMary Kay: Generating Loyalty 187\u003c\/p\u003e \u003cp\u003eTrust and Motivational Funware 188\u003c\/p\u003e \u003cp\u003eSales Teams and Customer Trust: Pep Boys 190\u003c\/p\u003e \u003cp\u003eMaking the Corporate Personal through Games 191\u003c\/p\u003e \u003cp\u003eFunware at Work: Wells Fargo’s Stagecoach Island 192\u003c\/p\u003e \u003cp\u003ePlaying Together 194\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003eChapter\u003c\/b\u003e 10 Everyone Wins: Games in Your Business 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProduct Power 199\u003c\/p\u003e \u003cp\u003eAdvergames and In-Game Advertising 200\u003c\/p\u003e \u003cp\u003ePursuing, Engaging, and Rewarding Customers: The Business of Lifestyles 202\u003c\/p\u003e \u003cp\u003eArming Your Business 202\u003c\/p\u003e \u003cp\u003eFirst Steps Are the Hardest 203\u003c\/p\u003e \u003cp\u003eDo It for the Children 204\u003c\/p\u003e \u003cp\u003eFunware on the Rise 205\u003c\/p\u003e \u003cp\u003eReferences 207\u003c\/p\u003e \u003cp\u003eIndex 211\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52501141979416,"sku":"9780470562239","price":16.37,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470562239_237952.jpg?v=1786212258","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/game-based-marketing-inspire-customer-loyalty-through-rewards-challenges-and-contests-hardback-9780470562239","provider":"Freshly Printed Books","version":"1.0","type":"link"}