Changing the Game

Changing the Game

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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 Armya€™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 Googlea€™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 productivitya€bin 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 Americaa€™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 cana€™t be solved any other wayThe Burger King Xbox games, which we introduced at the start of Part II, a€œGames and Customers, a€ are an excellent example. ... Burger King was not the first company to use advergames in this manner. ... Players could repair damaged teeth up to three times by invoking a special power, a tooth-cleaning regimen that included brushing, flossing, and mouthwash. If Tooth Protectors had simply been given away free, it would have been a great early example of a demonstrative advergameanbsp;...

Title:Changing the Game
Author:David Edery, Ethan Mollick
Publisher:FT Press - 2008-10-07


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