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Changing the Game: How Video Games Are Transforming the Future of Business

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Changing the Game: How Video Games Are Transforming the Future of Business

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What businesses can learn from videogames and how they can use videogames to build powerful new connections.

  • Breakthrough videogame applications for business: from marketing to training to R+D innovation.
  • Leveraging everything that makes games so special: interactivity, immersion, and fun.
  • By David Edery, top Microsoft Xbox Live executive and Ethan Mollick, a leading-edge MIT videogame researcher.
  • Description

    • Copyright 2009
    • Edition: 1st
    • Premium Website
    • ISBN-10: 0-13-235781-X
    • ISBN-13: 978-0-13-235781-4

    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

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    Changing the Game: How Video Games Are Transforming the Future of Business

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    Table of Contents

    Part I: Introduction 1

    Chapter 1: An Introduction to Games, and Why They Matter 3

    Part II: Games and Customers 33

    Chapter 2: Advertising "In" and "Around" Games 37

    Chapter 3: Advergames 55

    Chapter 4: Adverworlds, Second Life, and Blurred Reality 75

    Part III: Games and Employees 97

    Chapter 5: Better Employees through Gaming 101

    Chapter 6: Three Skills for an Interconnected World 115

    Chapter 7: Games and Recruiting 139

    Part IV: Games and the Future of Business 155

    Chapter 8: Games for Work, Games at Work 157

    Chapter 9: User Innovation Communities 171

    Chapter 10:  Why Gamers are Better than Computers, Scientists, and Governments 187

    Games Index 203

    Index 207


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