Геймификация в бизнесе.

by Gabe Zichermann, Joselin Linder, Гейб Зикерманн

От производителя

О чем эта книга
Геймификация - новейшая бизнес-концепция, в которой используются лучшие идеи, взятые от программ лояльности, игровых механик и поведенческой экономики. С помощью геймификации вы сможете наконец пробиться сквозь нескончаемый информационный поток и полностью вовлечь сотрудников и клиентов в ваш бизнес.
В книге описаны бизнес-стратегии крупнейших мировых компаний, таких как Nike, Microsoft, IBM, McDonald's и многих других, которые уже сегодня применяют геймификационные технологии. Вовлеченность сотрудников и клиентов становится одним из главных конкурентных преимуществ, реализуемых без каких-либо затрат и приносящих ощутимые результаты.
Из этой книги вы узнаете:
как нанимать, мотивировать и удерживать талантливых сотрудников нового "геймерского" поколения;
как на протяжении длительного времени поддерживать заинтересованность клиентов, не затрачивая на это никаких дополнительных средств;
как геймифицировать любую бизнес-стратегию и приобрести устойчивые конкурентные преимущества.

Для кого эта книга
Для предпринимателей. Для тех, кто интересуется новейшими концепциями управления и бизнес-стратегиями.

Фишка книги
Авторы использовали геймификационный подход и в написании этой книги! Внутри вы найдете интересные задачи и игры, которые помогут лучше понять идею геймификации.

От автора
Если вам игры кажутся неуместными в бизнесе, то пришло время отбросить страх. Если вы уже видели, как игровые методы меняют бизнес-среду, пора начинать использовать знания для улучшения вашей собственной компании. Вам придется переосмыслить стратегию компании со всех сторон. И, как вы увидите в ходе чтения книги, есть способы и подходы, применимые практически везде. На самом деле, несмотря на то что наши примеры, язык изложения и проектные модели выглядят вполне современно, геймификация продолжается уже сотни, если не тысячи лет. Именно она делает возможными прорывы в технологии и дизайне, позволяющие улучшать мир и способные привести к заслуженному успеху вашу компанию.
Добро пожаловать в революцию. Она будет игрой?

Genres: Business, Nonfiction, Game Design, Games, Management, Leadership, Design

248 pages, Hardcover

First published January 1, 2013

Reviews

[Horia · Rating 2 out of 5]

Overall, the book was ok. Defintely not what I was expecting (according to the references of Gabe Zichermann), the holy grail of gamification.

In general the book presents a lot of case studies in favor of gamification and gives a couple of guidelines about how to make gamification work. I could argue, that in some cases, examples of real games are given as gamification examples (ex: Foldit is a game in its own right, not a gamified app).

I was also hoping to find a structured implementation plan (like in For the win, also a book about gamification), but I was left hoping.

To sum up, you're better off watching the talks that Gabe gives than reading this book. You will probably learn more about gamification that way.

Later edit: While working on a scientific paper I started checking the references that Zichermann uses to argue pro games at the beginning of the book. I am utterly disappointed in how he used the numbers that only favors his argument.

I will give the two examples that I've checked (I stopped after that because I lost credibility entirely):

1) "From 2002 to 2012, the Census Bureau estimated that the total time playing video games doubled in the U.S. adult population. Furthermore, this data is likely to vastly under-report actual game usage: it excludes children 12 and younger, and it most likely also misses social and mobile players who don’t think of themselves as gamers (but nonetheless play games)."
This is where he got the data: http://www.statista.com/statistics/18... (if you make a free account you will have full access to the page).
Anyway, notice the two footnotes:
* Estimates for time spent were derived using consumer purchase data.
** Values for 2009 to 2012 are projections.
To say "this data is likely to vastly under-report actual game usage" under these circumstance seems a "bit" far fetched.

2) Casual game leader PopCap commissioned a study in late 2010, and the study revealed something that many women could have told you: the average gamer is no longer a 13- to 34-year-old male. She is a 43-year-old woman.
This is where he got the data: http://www.infosolutionsgroup.com/201...
My doubts: why use the data from 2010? The statements is made about social gamers, not the average gamer (whatever that means).

[Denis Romanovsky · Rating 4 out of 5]

Some parts of this book are quite deep and interesting, other parts are not. So it worth reading, but do not expect something extraordinary. What is also good is a number real life examples of gamification in business with explanation of their main gameplay mechanics.

[GONZA · Rating 4 out of 5]

It took me more than a months to finish this book, because more than once I stopped trying to comprehend all the almost neverending ramification of the gamification's theories applied to businness. It's not only about game-based learning, in which you teach new skills using a game, but the gamification is the situation in which you incorporate game mechanics into a non-game activity.
The author uses a lot of examplese and gives simulations also, still it is not an easy book. As a psychologist the conception of using games to modify the behavior and the thinking of people is a concept not alien, still used in game-based e-learnig its efficacy was completely new to me.

Ho impiegato quasi un mese per finire questo libro, perché piú di una volta mi sono fermata cercando di comprendee le quasi infinite ramificazioni delle teorie della Gamification applicate al mondo degli affati. Non riguarda soltanto l'apprendimento mediato dai giochi, nel quale si insegnano nuove capacitá utilizzando un gioco, quando piuttosto la "Gamificazione" é la situazione in cui si incorporano i meccanismi intrinsechi dei giochi in attivitá che non sono di tipo ludico. L'autore fornisce molti esempi e anche simulazioni, ma comunque non é un libro facile. Come psicologa il concetto di utilizzare i giochi per modificare il comportamento e i processi di pensiero delle persone non mi era estraneo, ma utilizzato in un apprendimento mediato dal computer e basato sui giochi era quasi completamente nuovo per me.

THANKS TO NETGALLEY AND McGRAW HILL FOR THE PREVIEW!

[Wayne McCoy · Rating 3 out of 5]

'The Gamification Revolution' is a guide for gamifying the business world. It's a kind of buzzword in modern business and this book goes about attempting fairly well how gamification is being used by businesses. To get employee engagement, this is certainly something that can be beneficial, especially among younger employees who are also gamers.

The book includes access to a webpage that attempts to gamify the reading experience. Answering questions about the chapter would unlock extra features and interviews. Unfortunately, for me, this came across as gimicky and didn't engage me after a couple chapters. The extra content was good, but having to jump through hoops to get it felt like someone was trying too hard. In later chapters, the game content had the reader do stuff like "read the next section standing on one leg." I get where they were going with this, it just seemed to take away from the subject.

On the plus side, they used plenty of real world examples of companies that are successfully using gamification to train employees, or use customers or complete strangers to get involved in a company or product. The concepts are good, but may lack step by step ways to do this. There are companies that can help your company do this, and I don't think copying a set strategy or another company is necessarily the best idea.

I was given a review copy of this ebook by McGraw-Hill Professional and Netgalley in exchange for an honest review. Thank you for allowing me to review this book.

[Taavi · Rating 5 out of 5]

The ultimate bible to Gamification - how to apply game mechanics to increase engagement with employees or customers around your idea, product or service.

Book is really easy to read and case studies help to illustrate the potential what use of Gamification can have for your business. Books reading has been gamified and readers can take optionally several challenges to make reading more fun for them. Also this book comes with ReadSocialApp application which brings together authors, readers community to discuss about best ideas of the book, complete additional challenges and unlock exclusive video content: www.gamrev.com

I have been honored to contribute and do research for this books. Interviews with the industry leaders have been very inspiring and eye opening to create better solutions that make a difference in the world. Congratulations to Gabe and Joseline for this masterpiece.

[Bia · Rating 4 out of 5]

4 stars

Thanks to NetGalley and to the publisher for the opportunity to read this book because in my area of knowledge this is one book that should be used as a training method at enterprises and business schools.

Sometimes I had to stop the reading to clarify and to think about what was being explained so that was one of the reasons I liked this book: I thought about the implications to the Brazilian enterprises and to my students.

I’m going to start adopting this process of using games as a mechanism to motivate my students and to create some new techniques to teach business and economic topics.

This is a must read for all the professors that try to bring some practical examples to the theorical world.

[Francis Dupont · Rating 4 out of 5]

Good introduction book to gamification. Lots of example and links to related content on business who introduce gamification process. You can also try the social read app while reading, it's fun to see your progress. I found part 2 of the book a little bit boring. In summary, it's a good reference to read.

[deleted d · Rating 4 out of 5]

You can use games to get your goals, from improving employees productivity to getting new customers to grow the biz.

People are motivated by games, and games have far more to offer than a few minutes’ fun. Companies need to implement gamification to keep ahead in our modern world. They can help you in every area from strategy building to recruitment and customer engagement.

[brooke · Rating 3 out of 5]

3 1/2 stars

[Mariella · Rating 4 out of 5]

Interesting ideas and detailed in how businesses are incorporating gamification, and its limitations.

[Jari Pirhonen · Rating 4 out of 5]

Good introduction to gamification principles. Lots of real-world examples and experiences how to gamify innovation, strategy process, recruitment, training, etc.