Books
Game-Based Marketing
From Foursquare and Farmville to the frequent fliers popularized in Up in the Air, playing “everyday games” has become an obsession that’s entered the popular culture, mirroring the worldwide growth of interactive entertainment. Smart organizations like Chase and the US Army are getting on the bandwagon, offering loyalty programs and game experiences that pay out in cash, miles and virtual rewards for all kinds of activities, driving growth, community engagement and customer loyalty at a fraction of the cost of traditional marketing. Authors Gabe Zichermann and Joselin Linder have spent the past ten years chronicling the rise of the everyday games we play and in their book “Game-Based Marketing” (Wiley, March 2010, $24.95) they show how successful companies are shaping our fun future, and how savvy organizations of all sizes can play to win.
