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Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
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- Published on: 1601
- Binding: Hardcover
Most helpful customer reviews
36 of 36 people found the following review helpful.
Good concept, poorly executed
By Amazon Customer
I am totally on board with the authors' main concept, which is why it was so frustrating to try and read this book.
From start to finish it is poorly written and edited, overly verbose when it could be much clearer and to the point, and nauseatingly vague on important details. For example, it dives into frequent flyer programs without clearly saying what they are, presents grandiose visions of how Facebook could be improved by a leaderboard, and seems to think Starbucks branches have a VIP lane. Plus it keeps using the awful term "Funware" to describe all this.
Throughout, tantalising references are made to interesting concepts or events -- the Microsoft commercial, Flyertalk, Nike+ -- and either assume outright the reader is familiar with these, or provide little followup information for the reader to find out more. Even the section on Richard Bartle, the deity of player characterisation, was poor - lifted straight from Bartle's work with little original material about how this might apply to today's consumers.
If you have any familiarity with games or reward mechanics, you will find this book as disappointing as I did. I wanted to like it, and I want books like this to spread the message that games and fun are a key part of customer engagement. But this book failed to deliver, and needs a serious edit before the 2nd edition. Read an article on gamification instead, and you will come away with all its key points without having wasted your time and money trying to read this.
4 of 4 people found the following review helpful.
Useless collection of links and some frequent flyer examples
By Andreas West
I've bought this book from the self announced "Expert of Gamification" Gabe Zicherman to learn more about Gamification and how other companies applied gaming mechanics successfully. Boy, was I disappointed when I read the book (and I read it until the final pages patiently waiting for something positive). So why was I so disappointed you might ask?
- 16% of the books pages are a collection of articles which are used as reference and the rest is an index of words used (nice way of filling up your book with space in case you don't have anything to say!)
- a further 7% is filled up by Cover, Table of Content, Foreword and Acknowledgement - that makes it 23% of useless pages that I paid for!
- the author is quite well in repeating the same over and over again. He's basically stretching his main messages which can be summarized in a normal 16 page pdf article over the full book
- most interesting chapter is about the history of the frequent flyer program, that is for me, a person not born in the US ;-)
- a full chapter is spent on Bartle's Player Types, interesting if you're new to the concept but 100% taken from Bartle, so you learn nothing knew if you heard that before
- he's only referring to a couple of example and then points out mostly ones that failed - would be nice to hear also about positive examples of Gamification
- nothing is being said about how to combine game mechanics to engage the customer for a longer period of time, no wonder Gamification is being seen as a buzz word and everybody thinks it's only badges and some frequent flyer program
- the few examples he gives aren't going really deep, they aren't coming from working with these companies but rather from research what is available on the internet about it. If he did indeed work there, then he seems to be bound to only talk superficial bla bla about the work he did with them
All in all like I already said one of the few books where I'm really disappointed that I bought them. Especially so as I started to read the first few pages online here at Amazon, but I thought he it's going to get deeper and more interesting later on. I should have trusted my own feelings based on those pages that are available online. If you like them, buy the book, if they don't deliver a real interest for you to read further on, stay away from buying it, you won't regret it.
5 of 5 people found the following review helpful.
Overly Repetitive, No Much Substance!
By Tom Sawyer
You will read Frequent Flyer programs, McDonald's Monopoly, etc. across different chapters. It seems there were no coordination between these two authors. The whole book reads like a patchwork stitched with pieces and repeated pieces! It would be much better if they can focus on a concept and a few illustrating cases in each chapter. A waste of money.
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