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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 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
- Sales Rank: #1700477 in Books
- Brand: Brand: FT Press
- Published on: 2008-10-17
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .70" w x 5.90" l, .75 pounds
- Binding: Paperback
- 240 pages
- Used Book in Good Condition
From Booklist
Despite growth challenges in some parts of the entertainment industry, such as music and print media, the video-games industry is thriving. No longer just the providence of the first-person shooter mentality, the concept of video games has opened up with the popularity of virtual worlds such as the Sims and Second Life. “Massively multiplayer online role-playing games” such as World of Warcraft can support thousands of players simultaneously as players join forces with others to go on “quests,” slaying dragons and finding rare hidden items. The authors, who are both affiliates at MIT, discuss how games are being utilized by companies for product placement (“advergames”) and as teaching and motivational tools, making it fun to do business. The military has embraced video games in a big way, utilizing them for recruitment and battle simulation. These game enthusiasts create a compelling argument as to why games matter, because “at their best, they represent the very essence of what drives people to think, to cooperate, and to create.” --David Siegfried
From the Back Cover
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
About the Author
David Edery is the Worldwide Games Portfolio Manager for Microsoft’s Xbox Live Arcade and also a research affiliate of the MIT Comparative Media Studies Program. Prior to joining Microsoft, David was the MIT CMS Program’s Associate Director for Special Projects. During that time, David cofounded the Convergence Culture Consortium, a research partnership with corporations such as MTV Networks and Turner Broadcasting. David also managed Cyclescore, a research project combining video games and exercise. David received his MBA from the MIT Sloan School of Management and his BA from Brandeis University. He has published articles in the Harvard Business Review and several game industry publications and has spoken at many entertainment industry conferences.
Ethan Mollick studies innovation and entrepreneurship at the MIT Sloan School of Management, where he is also conducting a large research project on the game industry. He holds an MBA from MIT and BA from Harvard University. He has consulted to companies ranging from General Mills to Eli Lilly on issues related to innovation and strategy. He has also worked extensively on using games for teaching and training, including on the DARWARS project of the Defense Advanced Research Projects Agency. He was a founder of eMeta Corporation, the world’s largest supplier of software for selling content online, which was sold to Macrovision in 2006. Prior to eMeta, Ethan was a consultant for Mercer Management Consulting. He has published articles in scholarly journals, the Sloan Management Review, and Wired magazine and spoken at numerous conferences.
Most helpful customer reviews
6 of 8 people found the following review helpful.
informative & entertaining with great case studies
By B. Gannon
What I liked most about this book was the way it addresses pretty much every major potential use of video games in a business setting. Most other books that I'm aware of have tended to focus on a single topic, like games and education. I also like the way the authors blended corporate case studies and academic research; again, most other books on serious uses of games tend to be overwhelmingly academic.
The part I personally liked most was the final chapter, which was probably the most speculative but also the most intriguing. I love the idea of using video games to turn complex problems into fun experiences that people play voluntarily and therefore solve the problems voluntarily! The book's examples of this, like Google's "Image Labeler" game, were very good.
I suppose my main criticism of the book is that precisely because it tackles so many subject areas, it doesn't often get into the nitty gritty of game development. It does offer very useful tips at the end of every section though.
Long story short I'd call this one of the most entertaining and informative books I've read on the subject of serious games. Well worth a read, especially if you're a business person looking for insight into the practical uses of games within every day corporate life. Most game books simply aren't written with a general business audience in mind.
1 of 3 people found the following review helpful.
Tipping Points Meets Super Mario Brothers
By A. Singer
This book is a rare example of a business book that is really enjoyable, immediately practical, and generally inspirational - think "The Tipping Point" meets "Good to Great" meets Super Mario Brothers. In a quick few hours, I was introduced to a range of video games, and shown how they can be used for everything from selling products to coming up with new innovations. The first part is an introduction to games, with an overview of a variety of different game types. The next couple chapters cover games for marketing, including some really cool examples in which real products were incorporated into games, and others where virtual items were turned real products. The next section focuses on games for training and recruiting, with some neat cases from the military and Google. The final part show how games are going to be an important part of the future of business, giving examples of games being used to motivate people to work, to innovate, and even how games are being used to predict the future. Examples abound, and there are lots of good facts and figures.
The book is informative, but even better, this book is fun! The authors have a sense of humor, keeping things light even as they provide lots of information. And there are tons of interesting ideas, entertaining examples, and amazing pieces of information (did you know people spent 9 billion man-hours in 2003 playing Windows Solitaire alone?).
So, if you have a job dealing with marketing, product development, HR, strategy, or innovation, this is pretty much a must-read for understanding the future. If you just like games, like I do, you will find this a terrific read from people who know what they are talking about. Good stuff!
10 of 13 people found the following review helpful.
A book for humanists as much as for businesspeople
By Johanna Klein
I blazed through the book in about five hours. I thought that it flowed
well, was logically organized, very well researched, etc. I think that, as an introduction for a manager to how to think about appropriate uses of
games in their business, it is actually a very helpful book - it doesn't
give a blueprint for what a company should do, but it definitely does make a strong case for what to consider when starting to think about the challenge. (This should be taken as very high praise, since I don't read business books, ever, preferring instead to mock them viciously.) Some stuff I particularly liked:
Given that there are two authors, the tone is amazingly consistent. I
thought the writing was excellent - I was buoyed along by how fluid and smart it was. On a related note, I loved how funny the book was - I started reading it in my gym and kept hooting with laughter on the elliptical. "Those sights include underground cities, murky swamps, troll-infested jungles, scorpion-filled deserts, and beautiful beaches - all of which seem even more remarkable when viewed from the back of a soaring griffin." (Now I, a non-gamer, want to play World of Warcraft!) "Of course, just because you want to see advertisements on the hood of a NASCAR stock car doesn't mean that the same ads belong on the side of a unicorn." I love it...
The thing that I liked best about the book, though, was sort of hard to put into words. But basically, the whole phenomenon of people playing games strikes me as immensely HUMAN. People are just people - we respond to the same impulses, whether the forum is online or "real life," and those impulses include a vast desire to create things, build communities and populate them, caretake, solve puzzles, collaborate, and to have things that are pretty or rare. Over and over again in the book, I was amazed at how much time people will spend taking care of sims, or virtual pets, or designing virtual t-shirts byte by byte, or whatever, just for the sake of doing it. I think this was well illustrated by the comment: "Game players have been known to create vibrant economies, develop complex social systems, generate innumerable pieces of digital content, and even perform boring data entry tasks, all on an enormous scale."
It's all amazing to me, that people do this in the absence (generally) of
financial incentive, and when all of this caretaking doesn't involve real
people or real objects (i.e. that they spend a ton of time to get a sword
that glows, but the sword is still just an online object) - and yet at the
same time, it makes complete sense. The internet gives people a forum in which they have a little microcosm of the world, in which to do all the things that humans want to do normally, but in which they have much more power and control than they do in normal life. I liked the comment "SimCity is a remakably undirected game, with few overall goals except for the player's desire to build the city that they want to build." Of course we want to build a small city and arrange it as we see fit. And of course we want every available tool to facilitate this, which is why I thought the anecdote about the DeCSS code being hidden in and disseminated through songs and pictures and haikus (!) was so hilarious and amazing and wonderful. Games give people a way to manifest their human impulses in a much less constrained way - even the use of avatars means that they can dispense with the physical (and personality) constructs that usually bound their activities in real life, further empowering them to do everything they might to do in life.
Anyway, that sense of joy in creation and collaboration, which came out both in the content of the book, but also in the tone of the writing, was the thing that I liked the best about it. This was a book written for humanists as much as businesspeople!
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