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

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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.

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Praise for Game-Based Marketing

"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, Double Fusion, and former EVP, IGN/GameSpy

"The power of games to affect consumer behavior is almost limitless, and examples are all around us. Game-Based Marketing is the first comprehensive look at combining the power of games with 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 game-like tricks to enthrall fans."—Dean Takahashi, Editor, VentureBeat

"If you think games have already taken over the living room, wait until you see what they can do to advertising. Authors Zichermann and Linder have put forth cutting-edge concepts about the power of game design in non-gaming contexts. And you get five achievement points if you read this endorsement."—Bing Gordon, Venture Partner, KPCB, and former CCO, Electronic Arts

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TV advertising has "jumped the shark." Online advertising and marketing promises to fill the gap, but despite enthusiasm for buzz-generation and the value of social networks, no one has outlined a workable marketing model that actually leads to reliable revenue . . . until now.

Written by videogame innovator and entrepreneur Gabe Zichermann and writer Joselin Linder, Game-Based Marketing explores "Funware," a new model for incorporating and leveraging games and game mechanics to reach today's customers. Behaviorally based, Funware will give you strategic insight into the deep-seated impulses and habits that drive our socially networked marketplace.

In this groundbreaking guide, you'll discover which game-based marketing programs have already generated millions in revenue and produced the world's most loyal and engaged customers. You'll get a firsthand look at how this powerful approach applies to the new world of social media. Most importantly, you'll see how to create game-based marketing plans that measurably increase both sales and profits.

Game-Based Marketing gives you practical guidance on adding games and gaming concepts to your marketing toolbox, including:

• How to cut through the media noise to use games more effectively

• Why "free to play" designs are irresistible to customers and lead to long-term revenue

• How to leverage the passive games people are playing every day without even realizing it

• How to create virtual economies and link them to your real-world business objectives

• Who the different types of gamers are, and how to reach them—even when they're not "intentionally playing"

• How to use games internally to motivate employees and boost sales

• How to find the best game-based techniques for communicating with youth markets

• And much more

Filled with case studies from leading brands such as NBC, United Airlines, the U.S. Army, and more, Game-Based Marketing examines how Funware delivers results today and will be an integral marketing channel tomorrow. Use the tools in this book to reinvent your marketing strategy, or you might be out of the game altogether.