Changing the Game
How Video Games Are Transforming the Future of Business (paperback)
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At their best, videogames rep Product Description
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit!
Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army's total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google's computers cannot identify on their own.
Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity.in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general.
In-game advertising, advergames, adverworlds, and beyond
Choose your best marketing opportunities--and avoid the pitfalls
Use gaming to recruit and develop better employees
Learn practical lessons from America's Army and other innovative case studies
Channel the passion of your user communities
Help your customers improve your products and services--and have fun doing it
What gamers do better than computers, scientists, or governments
Use games to solve problems that can't be solved any other way
Features + Benefits
What businesses can learn from videogames and how they can use videogames to build powerful new connections.
Breakthrough videogame applications for business: from marketing to training to R+D innovation.
Leveraging everything that makes games so special: interactivity, immersion, and fun.
By David Edery, top Microsoft Xbox Live executive and Ethan Mollick, a leading-edge MIT videogame researcher.
Part I: Introduction 1
Chapter 1: An Introduction to Games, and Why They Matter 3
Part II: Games and Customers 33
Chapter 2: Advertising In and Around Games 37
Chapter 3: Advergames 55
Chapter 4: Adverworlds, Second Life, and Blurred Reality 75
Part III: Games and Employees 97
Chapter 5: Better Employees through Gaming 101
Chapter 6: Three Skills for an Interconnected World 115
Chapter 7: Games and Recruiting 139
Part IV: Games and the Future of Business 155
Chapter 8: Games for Work, Games at Work 157
Chapter 9: User Innovation Communities 171
Chapter 10: Why Gamers are Better than Computers, Scientists, and Governments 187
Games Index 203
Index 207
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit!
Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army's total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google's computers cannot identify on their own.
Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity.in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general.
In-game advertising, advergames, adverworlds, and beyond
Choose your best marketing opportunities--and avoid the pitfalls
Use gaming to recruit and develop better employees
Learn practical lessons from America's Army and other innovative case studies
Channel the passion of your user communities
Help your customers improve your products and services--and have fun doing it
What gamers do better than computers, scientists, or governments
Use games to solve problems that can't be solved any other way
Features + Benefits
What businesses can learn from videogames and how they can use videogames to build powerful new connections.
Breakthrough videogame applications for business: from marketing to training to R+D innovation.
Leveraging everything that makes games so special: interactivity, immersion, and fun.
By David Edery, top Microsoft Xbox Live executive and Ethan Mollick, a leading-edge MIT videogame researcher.
Part I: Introduction 1
Chapter 1: An Introduction to Games, and Why They Matter 3
Part II: Games and Customers 33
Chapter 2: Advertising In and Around Games 37
Chapter 3: Advergames 55
Chapter 4: Adverworlds, Second Life, and Blurred Reality 75
Part III: Games and Employees 97
Chapter 5: Better Employees through Gaming 101
Chapter 6: Three Skills for an Interconnected World 115
Chapter 7: Games and Recruiting 139
Part IV: Games and the Future of Business 155
Chapter 8: Games for Work, Games at Work 157
Chapter 9: User Innovation Communities 171
Chapter 10: Why Gamers are Better than Computers, Scientists, and Governments 187
Games Index 203
Index 207
At their best, videogames represent the very essence of what drives people to think, cooperate, and create. Learning is not work in the context of a game: it is puzzle-solving, exploration, and experimentation. Cooperation is not a necessary evil in the context of a game: it is the best part of the experience. And few communities are as prolific and generous as those that form around games. The videogame paradigm offers powerful lessons for business, and innovative businesses are using videogames in powerful new ways. In Changing the Game , top Microsoft Xbox executive David Edery and MIT videogame researcher Ethan Mollick explains how businesses can leverage games' interactivity to build far deeper relationships with a new generation of customers and employees. The authors begin by reviewing the increasingly effective use of videogaming in training. Next, they survey the growing use of games in state-of-the-art advertising and marketing programs. They then introduce more transformative potential opportunities for gaming: approaches that are only beginning to emerge from research laboratories. These include: the use of games to spur innovation, and to harness the wisdom of crowds. Edery and Mollick conclude with concrete recommendations on how to work with video game companies, and some powerful insights on the future of business and games in general, drawn from their unique vantage point as MIT researchers, an Xbox executive, and gamers.