The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition - Hardcover

Zichermann, Gabe; Linder, Joselin

Hardcover

ISBN 10: 0071808310 ISBN 13: 9780071808316

Verlag: McGraw-Hill Education Ltd, 2013

Inhaltsangabe

THE REVOLUTION WILL BE GAMIFIED MASTER THE GAMIFIED STRATEGIES THAT WILL TRANSFORM YOUR BUSINESS--OR BE LEFT BEHIND Gamification: It's the hottest new strategy in business, and for good reason--it's helping leading companies create unprecedented engagement with customers and employees. Gamification uses the latest innovations from game design, loyalty programs, and behavioral economics to help you cut through the noise and transform your organization into a lean, mean machine ready to fight the battle for user attention and loyalty. With The Gamification Revolution you'll learn how top companies: Recruit and retain the best talent from the gamer generation and beyond Train employees and drive excellence with noncash incentives Cut through the market noise and ignite consumer sales growth Generate unprecedented customer loyalty without breaking the bank Drawing inspiration from the most popular games of all time--from Angry Birds to World of Warcraft--the authors reveal the secrets of market leaders that you can apply immediately to your business. As a bonus, the book gives you full access to The Gamification Revolution app--a great way to optimize and enhance your experience with videos, tips, and social tools, including the ability to easily share the best ideas with your colleagues and workgroup. You'll learn the new rules of engagement that are guaranteed to generate excitement and enthusiasm--in your employees and your customers. You'll understand how game designers predict and motivate behaviors--and how you can get the results you want. You'll also find a winning selection of fascinating case studies, best practices, and game-ready tools of the trade you can easily apply to your specific needs. It's all here in one ready-to-use strategy guide filled with the best ideas and pitfalls you can avoid. If you're going to play the game, this is how you play it. To win. Praise for The Gamification Revolution: "For consumer-facing businesses today, nothing matters more than delivering a great user experience and creating lasting engagement with your consumers and employees. The Gamification Revolution will show you how leaders have reached for the top and won." -- ALEXANDRA WILKIS WILSON, Cofounder, Gilt Groupe, and author of the New York Times bestseller By Invitation Only "In today's fast-paced world, people are more distracted than ever. To stand out, you'll need to cut through the noise and get them engaged. The Gamification Revolution will teach you the essential building blocks for achieving long-term success and growth." -- JESSE REDNISS, SVP, USA Network/NBCU "From engaging customers to retaining a team, The Gamification Revolution will provide you with tactics that generate results. I know. Gabe's wisdom has helped the Founder Institute expand to every inhabited continent and change thousands of lives." -- ADEO RESSI, CEO, Founder Institute "Zichermann and Linder propose a pragmatic approach to gamification that will provide breakthrough results. Sales is the last bastion of corporate innovation, and this spectacular read is a must for any sales leader." -- HI LEVA, Senior VP Sales Operations, Clear Channel Outdoor

Über diesen Titel

Über die Autorin bzw. den Autor

Gabe Zichermann is CEO of Gamification Co and Dopamine and is considered the world's foremost expert on designing engagement strategies for customers and employees.

Joselin Linder coauthored the acclaimed Game-Based Marketing with Gabe Zichermann. She is a writer/contributor to NPR's This American Life and Morning Edition, AOL, and gamification.co.

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THE GAMIFICATION REVOLUTION

HOW LEADERS LEVERAGE GAME MECHANICS TO CRUSH THE COMPETITION

By GABE ZICHERMANN, JOSELIN LINDER

The McGraw-Hill Companies, Inc.

Copyright © 2013 Gabriel Z Inc. and Joselin Linder
All rights reserved.

ISBN: 978-0-07-180831-6

Contents

Acknowledgments
Go Deeper with the Gamification Revolution App
Introduction Gamify Your Read
PART I GAMIFICATION AS WINNING STRATEGY
[1.] The Revolution Will Be Gamified
[2.] Gamification as Winning Corporate Strategy
[3.] Gamifying the Strategic Process
PART II ENGAGING YOUR TEAM AND DRIVING RESULTS
[4.] Supercharging Staff Performance
[5.] Igniting Employee Innovation
[6.] Reimagining Recruitment, Training, and Development
[7.] Propelling Personnel to Health and Wellness
PART III CONNECTING, ENGAGING, AND LEVERAGING YOUR CUSTOMER BASE
[8.] Cutting Through the Consumer Noise
[9.] Sustaining Long-Term Customer Engagement
[10.] Innovating with Crowdsourcing
[11.] In Conclusion
Answer Key to Gamify Your Read
Index

Excerpt

CHAPTER 1

THE REVOLUTION WILL BE GAMIFIED

Napoléon's Winning Game

When Napoléon invaded Egypt after the French Revolution, one in seven sailorscould expect to develop—and eventually die from—scurvy. This deadlyform of malnutrition had been the scourge of travelers for thousands of years,and despite Napoléon's successes, his military was still vulnerable to it. At-sea rations for the men tended toward the filling rather than the nutrient rich,and they were composed mostly of salted meats and weevil-ridden flour. For land-based troops, the problem was no less severe. War operations had the dauntingtask of securing rations for soldiers in enemy territory. This often meantpaying colossal sums for food to opportunistic merchants and using other tacticsnecessary to secure supply lines.

What Napoléon needed was a way to keep food fresh and nutritious, but alsotransportable. France was a major agricultural power, after all, and along withits annexed territories, it could readily produce the entire nutritional needsof the country's far-flung armies. So if the country's farmers could produce thefood consumed by French soldiers, Napoléon's power and reach would growexponentially.

Emperor Bonaparte could have simply asked his fellow countrymen to hand overtheir ideas for the good of the military. After all, "love of country" has beena motivational mainstay during times of war throughout history and acrossborders. However, the number and quality of good ideas may have been limited ifmotivated by patriotism alone. Similarly, Napoléon might have conducted aheadhunt, seeking out qualified candidates to employ in his food preservationproject. But doing so would certainly have cost time and money—both ofwhich were precious during wartime.

So Napoléon did something revolutionary: he proposed a game.

In 1795 he offered 12,000 francs to the invention that could solve the foodpreservation problem, thereby launching a grand challenge that enthralled themiddle class and scientific elite of France. Just over a decade later, a 61-year-old Parisian confectioner, Nicolas Appert, stepped forward with thesolution that won the prize. His relatively simple approach involved heatingfood within an airtight container. Appert's discovery, largely similar to thebasic canning process still in use today, made it possible to preserve freshfruits, meats, and vegetables, which changed the lives of soldiers, sailors, andultimately, all of humanity.

Whether or not Appert or someone else would have developed the technique on hisown in spite of the game, we'll never know. However, the Food Preservation Prizewas a rousing success for Napoléon, although it came too late to save his armiesfrom defeat a few years later. In the 200 years since, the rest of us havegained immeasurably from the breakthrough with profound improvements in ournutritional health, thanks to the accessibility of safe food. (Appert himselflived into his nineties.) But beyond the crowning of a winner, the real successof grand challenge designs lies in their process and ancillary benefits:

* Discovery. Grand challenges solicit results from unexpected corners, includingnonscientists and nonacademics, which raises the odds of obtaining truly novelapproaches.

* Optionality. A grand challenge delivers dozens of solutions at no incrementalcost. By comparison, structured research typically requires funding for eachpossible solution path.

* Cost arbitrage. Because the winners also usually receive major status andattention for having achieved public success, we don't need to pay them as muchas we would under other circumstances.

Napoléon's grand challenge is an example of gamification: the use of gamethinking and game mechanics to engage people and solve problems—though itobviously predates the word by over a century. It also happened to be theperfect gamified design to solve the kind of problem the emperor had identified.Napoléon was far from the first person (or last) to design a grand challenge.Dozens of major advances have been generated in a similar fashion, including:determining longitude (1714), making the first flight across the Atlantic(1927), and launching the first privately manned spaceflight (2004)—justto name a few. And while the use of competition to drive extraordinaryachievement is commonplace, it is not as easy as it seems, nor is it appropriatefor every situation.

There are six core types of gamified approaches to driving engagement andproblem solving. They can be used individually or together, and they can beapplied to either of the two main stake-holder groups in an organization:customers or employees. The six approaches are listed in the following table.

If you are near a soccer or football field, those kids running by are engaged ina rapid feedback game. Your kids or grandkids are probably utilizing simulation-discoverygames in their classroom at school. You are very likely engaging insome kind of status marathon when you go on social networking websites, waitingfor "likes," "comments," and new contacts. In fact, status marathons are oftencentral to such "gamified" systems as career tracks (from raises to promotions),religions (with titles indicating levels of importance like a "priest" or a"deacon" in Catholicism), and politics (rising through the ranks from citycouncil to president). Meanwhile, frequent-flier members are regularly engagedin a commercial/negotiation system when they try to earn virtual currency in theform of "miles." And people everywhere—from business managers to schooladministrators to organizations that host question-and-answer websites on theInternet—are looking for ways to engage others in some kind of expressivegame.

As you can see, these gamification patterns are all around us, and many havebeen for centuries. They are not new concepts. However, we have developed newframeworks, technologies, and design patterns to make them...

Details zur Ausgabe

• Verlag: McGraw-Hill Education Ltd
• Erscheinungsdatum: 2013
• Sprache: Englisch
• ISBN 10: 0071808310
• ISBN 13: 9780071808316
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 258
• Kontakt zum Hersteller: McGraw-Hill Education; https://www.mheducation.co.in/; ; Via Verdi, 8; Assago Milano; 20090; Italien