Game-Based Marketing.pdf

Praise for

Game-Based Marketing

‘‘The power of games to affect consumer behavior is almost limitless—and examples of

powerful social games are all around us. Game-Based Marketing is the ﬁrst look at

combining the power of games with the power of 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 gamelike tricks to enthrall fans.’’

—Dean Takahashi, Editor of VentureBeat

‘‘If you think games have already taken over the living room, wait until you see what

they can do to advertising. Co-writers Zichermann and Linder have put forth cutting

edge concepts about the power of game design in nongaming contexts. And you get ﬁve

Achievement points if you read this endorsement.’’

— Bing Gordon, Venture Partner:

KPCB and Former CCO of Electronic Arts

‘‘The rise of the multibillion dollar gaming industry demonstrates the appeal that

compelling, interactive content has over other more passive forms of marketing.

Zichermann, a [visionary] in the ﬁeld of gaming and the application of gaming

techniques, and co-writer Linder set forth in writing for the ﬁrst time an actionable

treatise on how smart brands can leverage what the gaming industry has already learned

to reach and sell to new audiences. 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, In-Game

Ad Firm DoubleFusion, and Founding CEO, Gamespot.com

‘‘Crowdsourcing today has barely scratched the surface of what applied gaming

mechanics can do for companies looking to complete work ranging from logos to

complex software systems to automobiles in a meritocracy. Along this very same vein,

individuals competing or collaborating on these bodies of work align or better deﬁne

the company’s brand and identity and carry the marketing message while participating.

Mr. Zichermann and Ms. Linder detail how the future of marketing depends on this

level of engagement and the rise of Funware in today’s information space.’’

—Mike Martoccia, Futurist

and Crowdsourcing Expert, @mmartoccia

‘‘My 13-year-old cousin recently said ‘If I can’t get an achievement for that, I’m not

doing it.’ Game-Based Marketing clearly shows how to leverage this emerging

generation’s hunger for games in every sphere of life.’’

—Alan Yu, ngmoco

game-

marketing

based