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Informationen zum Autor 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. Klappentext 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 distractionBased 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? Zusammenfassung Advertising is dead. So how to you reach your elusive, media-cynical, social media-obsessed customers? With games. Game-Based Marketing makes professionals aware of how pervasive games are today, how large a role they are playing in business marketing, and how to better use "funware" to create an engaged and loyal customer base. 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 ? 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 ? 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...
