Summary of Game-Based Marketing

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Game-Based Marketing book summary


6 Overall

6 Applicability

7 Innovation

5 Style


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 and
  • How some brands successfully used “game-based marketing” to boost revenues.

About the Authors

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



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...

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