Changing the Game

How Video Games Are Transforming the Future of Business (paperback)
Erscheinungsjahr 2008
ISBN: 978-0-13-217147-2
Verlag: Pearson Education (US)

Buch, Englisch, 240 Seiten, Format (B × H): 152 mm x 225 mm, Gewicht: 326 g

At their best, videogames represent the very essence of what drives people to think, cooperate, and create. Learning is not work in the context of a game: it is puzzle-solving, exploration, and experimentation. Cooperation is not a necessary evil in the context of a game: it is the best part of the experience. And few communities are as prolific and generous as those that form around games. The videogame paradigm offers powerful lessons for business, and innovative businesses are using videogames in powerful new ways. In Changing the Game , top Microsoft Xbox executive David Edery and MIT videogame researcher Ethan Mollick explains how businesses can leverage games' interactivity to build far deeper relationships with a new generation of customers and employees. The authors begin by reviewing the increasingly effective use of videogaming in training. Next, they survey the growing use of games in state-of-the-art advertising and marketing programs. They then introduce more transformative potential opportunities for gaming: approaches that are only beginning to emerge from research laboratories. These include: the use of games to spur innovation, and to harness the wisdom of crowds. Edery and Mollick conclude with concrete recommendations on how to work with video game companies, and some powerful insights on the future of business and games in general, drawn from their unique vantage point as MIT researchers, an Xbox executive, and gamers.

Autoren/Hrsg.

Edery, David

Mollick, Ethan