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Game-Based Marketing: Inspire Customer Loyalty Through by Gabe Zichermann

By Gabe Zichermann

Harness the ability of video games to create outstanding purchaser engagement with Game-Based Marketing.

Gamification is revolutionizing the internet and cellular apps.

Innovative startups like Foursquare and Swoopo, progress businesses like Gilt and Groupon and validated manufacturers like United airways and Nike all agree: the main robust method to create and interact a colourful neighborhood is with video game mechanics. via leveraging issues, degrees, badges, demanding situations, rewards and leaderboards – those innovators are dramatically reducing their shopper acquisition expenditures, expanding engagement and development sustainable, viral communities.

Game-Based Marketing unlocks the layout secrets and techniques of mega-successful video games like Zynga’s Farmville, international of Warcraft, Bejeweled and undertaking Runway to provide you the facility to create successful game-like reports in your site/apps. steer clear of visible pitfalls and research from the masters with key insights, such as:

  • Why strong leaderboards shouldn’t function the head 10 players.
  • Most video games are performed as an excuse to socialise, to not achieve.
  • Status is worthy 10x greater than money to such a lot consumers.
  • Badges are usually not sufficient: yet they're important.
  • You don’t have to supply real-world prizing to run a blockbuster sweepstakes.

And study even more:

  • How to architect some degree procedure that works
  • Designing the funware loop: the fundamentals of issues, badges, degrees, leaderboards and challenges
  • Maximizing the worth and influence of badges
  • Future-proofing your design
  • Challenging clients with out distraction

Based at the groundbreaking paintings of online game specialist and profitable entrepreneur Gabe Zichermann, Game-Based Marketing brings jointly the sport mechanics services of a decade’s worthy of analysis. pushed both through vast businesses, startups, 40-year-old males and tween women, the realm is changing into progressively more fun.

Are you prepared to play?

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Extra resources for Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests

Example text

Online, hundreds of millions of game-players spend billions of minutes each month chasing points, levels, badges, and rewards—both real and psychological. At the airport and in the supermarket, similar numbers make choices every day, with their real time and money, placing these virtual currencies ahead of their real-world counterparts. What if we could combine the best of both online and offline programs by taking the superior elements of each and weaving them into a fun and long-term customer loyalty program?

Loyalty is consumers’ expression of brand preference and their repayment of the equity you’ve invested in the relationship. 14 Game-Based Marketing On the Web, the stickiest sites are social networking and multiplayer games. As illustrated in subsequent chapters, they have more in common than meets the eye at first. In the offline world, the most successful loyalty programs are those run by airlines and other hospitality companies. Online, hundreds of millions of game-players spend billions of minutes each month chasing points, levels, badges, and rewards—both real and psychological.

When you consider those statistics together, you get a composite view of a site’s stickiness. When applied outside the world of the Web, stickiness is often referred to by another name: loyalty. , we call that loyalty. The same motivators and paradigms apply regardless of whether we are looking at offline or online worlds. While the vagaries of the economy or radical shifts in the competitive marketplace can profoundly affect the expression of loyalty, it is nonetheless the most enduring bond between a product, brand, or company and its customers.

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