| Description |
xv, 218 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
pt. I. Introduction -- 1. An introduction to games, and why they matter -- Why games matter -- Who plays what on which -- Single-player, enthusiast : Grand theft auto 3 -- Single-player, enthusiast : The Sims -- Single-player, casual : Solitaire -- Multiplayer, enthusiast : World of warcraft -- Multiplayer, casual : Habbo Hotel -- Games and virtual worlds -- Games and user-created content -- Games and controversy -- Games and the future of business -- Endnotes -- pt. II. Games and customers -- Endnotes -- 2. Advertising "in" and "around" games -- Advertisements "around" games -- Advertisements "in" games -- Highly integrated product placements -- Peripheral product placements -- The psychology of product placements -- Placements in virtual worlds -- The two keys to success when advertising in games -- Endnotes -- 3. Advergames -- Demonstrating a brand's values with advergames -- Advergames as two-way communication -- Making a viral advergame -- Taking advantage of existing, commercial games -- Making advergames a reward for purchasing a product -- Burger King's Pocketbike racer, Big bumpin', and Sneak King -- The three keys to success with advergames -- Endnotes -- 4. Adverworlds, Second life, and blurred reality -- Adverworlds -- Webkinz.com--the latest trend in adverworlds -- The four keys to success with adverworlds -- Marketing and Second life -- Blurring reality : reverse product placements, ARGs, and the future -- Reverse product placements -- Alternate reality games (ARGs) -- The three keys to success with ARGs -- Endnotes -- pt. III. Games and employees -- Endnotes -- 5. Better employees through gaming -- Fun is just another word for learning -- Eighty percent fun : saving Sun Microsystems from intergalactic evil -- Three skills for an interconnected world -- Endnotes -- 6. Three skills for an interconnected world -- Teamwork games : climbing mountains and fighting goblins -- The four keys to success in teamwork games -- Experience games : crashing without consequence -- Long-term experience : through the looking class with ARGs -- The four keys to success in experience games -- Systems games : drinking beer and trading stocks -- The three keys to success in system games -- Endnotes -- 7. Games and recruiting -- Stand-alone recruiting games -- Recruiting contests -- Recruiting in virtual worlds -- The three keys to success in recruiting games -- Endnotes -- pt. IV. Games and the future of business -- Endnotes -- 8. Games for work, games at work -- Management lessons from games -- Using games to motivate productivity -- Making work look like a game -- The four keys to success when making work feel more like play -- Endnotes -- 9. User innovation communities -- The motivations of use innovators -- What game companies know about user communities -- Aligning communities -- Equipping communities -- The four keys to working with user innovation communities -- Endnotes -- 10. Why gamers are better than computers, scientists, and governments -- Human computation -- Distributed innovation and collective intelligence -- Games for prediction -- Games for the future -- Endnotes -- Games index -- Index. |
| Subject |
Video games industry.
|
|
Video games industry. |
|
Target marketing.
|
|
Target marketing. |
| Added Author |
Edery, David, 1976-
|
|
Mollick, Ethan, 1975-
|
| ISBN |
013235781X hardback alkaline paper |
|
9780132357814 hardback alkaline paper |
|
