Inspire Customer Loyalty Through Rewards, Challenges, and Contests
Buch, Englisch, 240 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 509 g
ISBN: 978-0-470-56223-9
Verlag: Wiley
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?
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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 2 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 3 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 50
No News Isn’t Good News 51
Leaderboards in Business 52
The Jigsaw Example 53
Correctly Using Leaderboards 55
Points Proxy: Masking and Directing Behaviors 57
Wal-Mart and the Theory of Relativism 59
Leaderboard Levels 61
Leaderboards: The Top 10 62
Chapter 4 Funware Mechanics: Points and Beyond 65
Making Points the Point 68
Point Mechanics and Branding 69
Virtual Economics 70
Virtual Currency 71
Real-World Value versus Virtual Value 72
Creating an Easy and Effective Virtual Economy 73
Badging Players 74
Newbie Badges 77
Building Levels 77
America’s Army 80
Defining and Meeting Goals 81
Bringing Players into the Game 85
Tracking Behavior 87
Meaningful Status Displays 88
Chapter 5 Prizes and Games of Chance 91
The Ansari X PRIZE: The Power of Games to Change the Wo
