Game-Based Marketing (PDF)
Inspire Customer Loyalty Through Rewards, Challenges, and Contests
(Sprache: Englisch)
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...
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...
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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?
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?
Inhaltsverzeichnis zu „Game-Based Marketing (PDF)“
Acknowledgements. Forward. Introduction. Chapter One: The Argument for Loyalty. Stickiness is Loyalty. Playing with Loyalty. The Future of Loyalty - Frequent Flyer Games. Communities of Influence: Flyertalk. Funware: Putting Fun into Everything. Chase "Goes Dutch". The Value of Prizes. Game Mechanics. Don't Hate the Player, Hate the Game. Chapter Two: Passive Play. The Incidental Games We Play. Latte Leaders: Status & Levels. Black Cards and Red Carpets. Keeping Score. The Subway Scrum: Rules of Play. The Bar Brawl: Demonstrable Status. The Components of Funware. Chapter Three: Social Networks & Leaderboards. Social Network Clutter. Marketing with Social Networks. Orkut: A Case Study in Leaderboard Effectiveness. Funware at Work: Facebook Friend Games. No News isn't Good News. Leaderboards in Business. The Jigsaw Example. Correctly Using Leaderboards. Points Proxy: Masking and Directing Behaviors. Wal-Mart and the Theory of Relativism Leaderboard Levels. Leaderboards: The Top Ten. Chapter Four: Funware Mechanics--Points and Beyond. Making Points the Point. Point Mechanics & Branding Virtual Economics. Virtual Currency. Real World Value vs. Virtual Value. Creating an Easy and Effective Virtual Economy. Badging Players. Newbie Badges. Building Levels. America's Army. Defining and Meeting Goals. Bringing Players into the Game. Tracking Behavior. Meaningful Status Displays. Chapter Five: Prizes & Games of Chance. The Ansari X Prize--The Power of Games to Change the World. Can't Buy Me Love: Choosing Prizes. Games of Chance. Games of Chance and the Law. McDonald's Monopoly Game: A Case Study. The Value of a Prize. Long Term Motivation and Customer Loyalty. Gaming the System. Amazon Reviews: Community Policing at Its Finest. Using Sweepstakes to Fight "Gaming". Virtual Points and Prizes. Chapter Six: The Ultimate Funware: Frequent Flyer Programs. Frequent Flyer Programs Take Off. What Business Are Airlines In? Designing the Frequent Flyer MMOG. The Power of Points.
... mehr
Getting There Without Points. Real-World Redemptions: Do They Matter? The Solution is Virtual Goods. But Does Redemption Matter? Levels and Badges in FFPs. Throwing Your Weight Around. Benefits of Status. The Level Error of FFPs. Going Above and Beyond: The Boss Level. Challenges and Contests. United's Team Challenge. Making It Work for You. Chapter Seven: Know Thy Player. Bartle's Player Types. Achievers () Socializers (ª) Explorers (") Killers () The Naïve Player. Competitiveness: The Most Important Motivation? Closing the Gender Gap. Nike+: Early Adopter Advantage. Fahrvergnügen's Failure. The Wrap Up. Chapter Eight: The Future of Gamers--Generation G. A Generation Gap. What Makes Generation G Special. The Trends. Smith and Tinker. The Gulf is Real. The Effect of Games: Tetris, Team-Building & Tug of War. The Character of a Generation of Gamers. Conclusion: Successfully Marketing to Generation G. Chapter Nine: Motivating Sales With Funware--Getting Employees Into the Game. Front Line & Top of Mind. Bitten by the Achievement Bug. Mary Kay: Generating Loyalty. Trust and Motivational Funware. Sales Teams and Customer Trust--Pep Boys. Making the Corporate Personal through Games. Funware at Work - Wells Fargo's Stagecoach Island. Playing Together. Chapter Ten: Everyone Wins--Games in Your Business. Product Power. Advergames and In-Game Advertising. Pursuing, Engaging and Rewarding Customers--The Business of Lifestyles. Arming Your Business. First Steps Are the Hardest. Do it for the Children. Funware on the Rise. BIBLIOGRAPHY.
... weniger
Autoren-Porträt von Gabe Zichermann, Joselin Linder
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.
Bibliographische Angaben
- Autoren: Gabe Zichermann , Joselin Linder
- 2010, 1. Auflage, 240 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 047061868X
- ISBN-13: 9780470618684
- Erscheinungsdatum: 25.02.2010
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- Größe: 2.93 MB
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Sprache:
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