Game-Based Marketing E-Book

Gabe Zichermann

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 247

Veröffentlichungsjahr: 2010

Beschreibung

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?

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Acknowledgements

Foreword

Epigraph

Introduction

CHAPTER 1 - 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 2 - Passive Play

The Incidental Games We Play

Latte Leaders: Status and Levels

Black Cards and Red Carpets

Keeping Score

The Subway Scrum: Rules of Play

The Bar Brawl: Demonstrable Status

The Components of Funware

CHAPTER 3 - Social Networks and 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 10

CHAPTER 4 - Funware Mechanics: Points and Beyond

Making Points the Point

Point Mechanics and Branding

Virtual Economics

Virtual Currency

Real-World Value versus 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 5 - Prizes and 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 6 - The Ultimate Funware: Frequent Flyer Programs

Frequent Flyer Programs Take Off

What Business Are Airlines In?

Designing the Frequent Flyer Massively Multiplayer Online Game

The Power of Points

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 7 - Know Thy Player

Bartle’s Player Types

Achievers (•)

Socializers (♥)

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 8 - The Future of Gamers: Generation G

A Generation Gap

What Makes Generation G Special?

The Trends

Smith & Tinker

The Gulf Is Real

The Effect of Games: Tetris, Team Building, and Tug of War

The Character of a Generation of Gamers

Conclusion: Successfully Marketing to Generation G

CHAPTER 9 - Motivating Sales with Funware: Getting Employees into the Game

Front Line and 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 10 - 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

REFERENCES

INDEX

Praise for Game-Based Marketing

“The power of games to affect consumer behavior is almost limitless—and examples of powerful social games are all around us. Game-Based Marketing is the first look at combining the power of games with the power of marketing to create an exciting new user paradigm: Funware. This is clearly the future.”

—Joel Brodie, CEO and Founder, Gamezebo.com

“Games are busting out of their traditional borders. No one knows that better than Gabe Zichermann who hit upon the insight early on that everybody, not just game makers, should use gamelike tricks to enthrall fans.”

—Dean Takahashi, Editor of VentureBeat

“If you think games have already taken over the living room, wait until you see what they can do to advertising. Co-writers Zichermann and Linder have put forth cutting edge concepts about the power of game design in nongaming contexts. And you get five Achievement points if you read this endorsement.”

—Bing Gordon, Venture Partner: KPCB and Former CCO of Electronic Arts

“The rise of the multibillion dollar gaming industry demonstrates the appeal that compelling, interactive content has over other more passive forms of marketing. Zichermann, a [visionary] in the field of gaming and the application of gaming techniques, and co-writer Linder set forth in writing for the first time an actionable treatise on how smart brands can leverage what the gaming industry has already learned to reach and sell to new audiences. If you haven’t applied games to marketing, advertising, or brand management, you’ll want to get and study this book—or it could be game over for you.”

—Jonathan Epstein, CEO, In-Game Ad Firm DoubleFusion, and Founding CEO, Gamespot.com

“Crowdsourcing today has barely scratched the surface of what applied gaming mechanics can do for companies looking to complete work ranging from logos to complex software systems to automobiles in a meritocracy. Along this very same vein, individuals competing or collaborating on these bodies of work align or better define the company’s brand and identity and carry the marketing message while participating. Mr. Zichermann and Ms. Linder detail how the future of marketing depends on this level of engagement and the rise of Funware in today’s information space.”

—Mike Martoccia, Futurist and Crowdsourcing Expert, @mmartoccia

“My 13-year-old cousin recently said ‘If I can’t get an achievement for that, I’m not doing it.’ Game-Based Marketing clearly shows how to leverage this emerging generation’s hunger for games in every sphere of life.”

—Alan Yu, ngmoco

Copyright © 2010 by Jargonlab, Inc. and Joselin Linder. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Zichermann, Gabe, 1974-

Game-based marketing: inspire customer loyalty through rewards, challenges, and contests/ Gabe Zichermann & Joselin Linder. p. cm.

Includes bibliographical references.

eISBN : 978-0-470-61869-1

1. Customer loyalty programs. 2. Customer loyalty. 3. Marketing. I. Linder, Joselin, 1975- II. Title.

HF 5415.525.Z53 2010 658.8’12—dc222009044774

ACKNOWLEDGMENTS

Many thanks to all those who agreed to be interviewed for this book, on and off the record. Thanks to our agent, Molly Lyons, and everyone at Delbourgo and Associates. Also thanks to the editorial team at John Wiley & Sons, Inc., for their energy and commitment to getting this project to market. Special thanks to Dan Ambrosio, Christine Moore, and Ashley Allison.

Gabe would like to thank the following: Dean Takahashi, editor of VentureBeat, for his enthusiasm and evangelism for the Funware concept; his mother, father, and David for their unflinching support throughout the years; Mary and Vera for their love and affection; his sister, Sandra Zichermann, for her inspirational commitment to her intellectual pursuits; and Jason, the only one who could have handled video game, frequent flyer, and television widowerhood with as much grace, brilliance, and humor all these years.

Joselin would like to thank Wendy Bassin, Tim Deman, Marni Fechter, Karen Kaplan, Caroline Palmer, Kevin Rear-don, and Sam Richie. Special thanks to Chris Tiné and San Tong. Thanks to Jim Shulman for his extensive knowledge, among other things, of the Boy Scouts. Also thanks to Jackie, Gram, Hilary, Brian, and the kids for their unending support; to her mother, Rhoda Linder, for her unparalleled PR skills among family and friends; and her father, William Linder, for illustrating fine business savvy in his life. Finally, thank you to Aaron for being the best teamate a girl could have.

FOREWORD

What would Don Draper say about Funware?

In the 30 or so years that I’ve been in the advertising industry, I’ve seen just about every kind of games-meet-marketing combination. As the former chairman & CEO of Universal McCann, I helped launch media for Microsoft’s Xbox and Halo Franchises, among countless other brands. Today, as CEO of NYC-based Rebel Digital, I help brilliant entrepreneurs start and scale their Internet businesses, an ever-increasing number of which are baking games into their strategy.