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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780470562239
· 쪽수 : 240쪽
· 출판일 : 2010-03-29
목차
Acknowledgments.
Foreword (Robin Kent).
Introduction.
CHAPTER 1 The Argument for Loyalty.
‘‘Stickiness’’ Is Loyalty.
Playing with Loyalty.
The Future of Loyalty—Frequent Flyer Games.
Communities of Influence: Flyertalk.
Funware: Putting Fun into Everything.
Chase ‘‘Goes Dutch’’.
The Value of Prizes.
Game Mechanics.
Don’t Hate the Player, Hate the Game.
CHAPTER 2 Passive Play.
The Incidental Games We Play.
Latte Leaders: Status and Levels.
Black Cards and Red Carpets.
Keeping Score.
The Subway Scrum: Rules of Play.
The Bar Brawl: Demonstrable Status.
The Components of Funware.
CHAPTER 3 Social Networks and Leaderboards.
Social Network Clutter.
Marketing with Social Networks.
Orkut: A Case Study in Leaderboard Effectiveness.
Funware at Work: Facebook Friend Games.
No News Isn’t Good News.
Leaderboards in Business.
The Jigsaw Example.
Correctly Using Leaderboards.
Points Proxy: Masking and Directing Behaviors.
Wal-Mart and the Theory of Relativism.
Leaderboard Levels.
Leaderboards: The Top 10.
CHAPTER 4 Funware Mechanics: Points and Beyond.
Making Points the Point.
Point Mechanics and Branding.
Virtual Economics.
Virtual Currency.
Real-World Value versus Virtual Value.
Creating an Easy and Effective Virtual Economy.
Badging Players.
Newbie Badges.
Building Levels.
America’s Army.
Defining and Meeting Goals.
Bringing Players into the Game.
Tracking Behavior.
Meaningful Status Displays.
CHAPTER 5 Prizes and Games of Chance.
The Ansari X PRIZE: The Power of Games to Change the World.
Can’t Buy Me Love: Choosing Prizes.
Games of Chance.
Games of Chance and the Law.
McDonald’s Monopoly Game: A Case Study.
The Value of a Prize.
Long-Term Motivation and Customer Loyalty.
Gaming the System.
Amazon Reviews: Community Policing at Its Finest.
Using Sweepstakes to Fight Gaming.
Virtual Points and Prizes.
CHAPTER 6 The Ultimate Funware: Frequent Flyer Programs.
Frequent Flyer Programs Take Off.
What Business Are Airlines In?.
Designing the Frequent Flyer Massive Multiplayer Online Game.
The Power of Points.
Getting There without Points.
Real-World Redemptions: Do They Matter?.
The Solution Is Virtual Goods.
But Does Redemption Matter?.
Levels and Badges in FFPs.
Throwing Your Weight Around.
Benefits of Status.
The Level Error of FFPs.
Going Above and Beyond: The Boss Level.
Challenges and Contests.
United’s Team Challenge.
Making It Work for You.
CHAPTER 7 Know Thy Player.
Bartle’s Player Types.
Achievers (♦).
Socializers (♥).
Explorers (♠).
Killers (♣).
The Naïve Player.
Competitiveness: The Most Important Motivation?
Closing the Gender Gap.
Nike+: Early Adopter Advantage.
Fahrvergnügen’s Failure.
The Wrap-Up.
CHAPTER 8 The Future of Gamers: Generation G.
A Generation Gap.
What Makes Generation G Special?
The Trends.
Smith & Tinker.
The Gulf Is Real.
The Effect of Games: Tetris, Team Building, and Tug of War.
The Character of a Generation of Gamers.
Conclusion: Successfully Marketing to Generation G.
CHAPTER 9 Motivating Sales with Funware: Getting Employees into the Game.
Front Line and Top of Mind.
Bitten by the Achievement Bug.
Mary Kay: Generating Loyalty.
Trust and Motivational Funware.
Sales Teams and Customer Trust: Pep Boys.
Making the Corporate Personal through Games.
Funware at Work: Wells Fargo’s Stagecoach Island.
Playing Together.
CHAPTER 10 Everyone Wins: Games in Your Business.
Product Power.
Advergames and In-Game Advertising.
Pursuing, Engaging, and Rewarding Customers: The Business of Lifestyles.
Arming Your Business.
First Steps Are the Hardest.
Do It for the Children.
Funware on the Rise.
References.
Index.
