Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
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?
Foreword (Robin Kent).
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.
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.
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.
Leaderboards: The Top 10.
CHAPTER 4 Funware Mechanics: Points and Beyond.
Making Points the Point.
Point Mechanics and Branding.
Real-World Value versus Virtual Value.
Creating an Easy and Effective Virtual Economy.
Defining and Meeting Goals.
Bringing Players into the Game.
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 Massive 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.
The Naïve Player.
Competitiveness: The Most Important Motivation?
Closing the Gender Gap.
Nike+: Early Adopter Advantage.
CHAPTER 8 The Future of Gamers: Generation G.
A Generation Gap.
What Makes Generation G Special?
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.
CHAPTER 10 Everyone Wins: Games in Your Business.
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.
Joselin Linder is a pop culture writer, filmmaker, and entrepreneur. She currently lives in Brooklyn.
Can brands afford to be boring?
From Foursquare and Farmville to the frequent fliers popularized in Up in the Air, playing “everyday games" has become an obsession that's entered the popular culture, mirroring the worldwide growth of interactive entertainment. Consumers have also begun to expect and demand fun in their everyday interactions with companies.
Based on ten years of research and written by the "Father of Funware", Gabe Zichermann & co-author Joselin Linder, the upcoming book GAME-BASED MARKETING: Inspire Customer Loyalty Through Rewards, Challengers, and Contests (Wiley; March 2010; 9780470562239) explains how companies like JPMorgan Chase, Nike and scrappy upstarts alike have achieved extraordinary success by shaping their marketing strategy around a “fun” future - and why failure to grasp this opportunity means "game over" for others.
Game Based Marketing explains how competitors of all sizes can play to win by following simple strategies:
- Issue fun, social badges (as in Foursquare) that drive engagement on social networks
- Build a simple point system and track every consumer activity
- Create status & bragging rights opportunities to turn users into evangelists
- Replace cash prizes and contests with virtual rewards
- Speak to consumers of all ages and genders with "casual games"
- Improve the costs and success of marketing campaigns through game mechanics