in 111 Books in 2011

#59/111: game-based marketing

What is it about?

Not just the social web makes customer relationship more interactive. There is more. Gabe Zichermann and Joselin Linder tell us about using games as a marketing tool.

What can I learn?

Achiever, Socializer, Explorer and Killer: Richard Bartle, a game researcher, analyzed different types of gamers. The achiever wants to gain updates or collection points. The Socializer doesn’t really focus on winning the game rather chatting and helping other people. The Explorers like to find new worlds, new features and go into depth. Furthermore, there are the Killers who will do nearly everything to win including cheating.

Public recognition as incentive: There is more than money. People like to get public recognition. You can use badges or leader boards. These two things motivates the Achiever, Explorer and the Killer and having these people will please the Socializers. This makes leaders boards and badges are very mighty tool.

Build longtime games: Some companies use games successfully today. McDonald’s do so with McDonald’s Monopoly. It is easy to play, easy to join but hard to master. Though the main problem is that is only temporary. A great example for longtime games are frequent-flyer programs. There are multiple levels (1m mile club, etc) and there is public recognition in form of cards or access to special locations.

Conclusion

game-based marketing is a solid book. It explains common used methods today and doesn’t neglect the research. Though the book isn’t really visionary although there is, I think, a big opportunity and market in using games as a marketing tool. Good fundamental book.

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