Summary of Game-Based Marketing

Inspire Customer Loyalty Through Rewards, Challenges, and Contests

Wiley, more...

Buy the book

Game-Based Marketing book summary
To engage your customers, add games to your marketing mix.

Rating

6 Overall

6 Applicability

7 Innovation

5 Style

Recommendation

People play games – online, on phones, on game consoles – everywhere. Industry expert Gabe Zichermann, in collaboration with pop culture writer Joselin Linder, tells you how to engage your customers through interactive game play and take advantage of this growing trend. While Zichermann’s book gives readers a head start on exploring game-related marketing, the author unfortunately refers to Frequent Flyer Programs, World of Warcraft and even Webkinz without explaining how they work. Zichermann details the growth of gaming and explores the use of “Funware” – the word he coined for using games in a business context. getAbstract finds that this invitation to the playground is an appropriate opening move for those interested in adding gaming elements to their marketing mix.

In this summary, you will learn

  • How to add games and game mechanics to your marketing mix
  • How to use games to influence behavior and reach business goals
  • How some brands successfully used “game-based marketing” to boost revenues
 

Summary

Why Play?
Traditional advertising is losing effectiveness as competition for consumer attention grows by leaps and bounds. Today’s consumers decide what to listen to and watch by making full use of mute buttons, social networks and pretaping systems. While once-effective advertising methods...
Get the key points from this book in less than 10 minutes. Learn more about our products or log in

About the Authors

Gabe Zichermann is CEO of beamME. Joselin Linder wrote The Purity Test and Fake a Death in the Library.


Comment on this summary

More on this topic

By the same authors

Customers who read this summary also read

More by category