For the Win: How Game Thinking Can Revolutionize Your Business

Wharton Digital Press
7
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Take your business to the next level—for the win

Millions flock to their computers, consoles, mobile phones, tablets, and social networks each day to play World of Warcraft, Farmville, Scrabble, and countless other games, generating billions in sales each year. The careful and skillful construction of these games is built on decades of research into human motivation and psychology: A well-designed game goes right to the motivational heart of the human psyche.

In For the Win, authors Kevin Werbach and Dan Hunter argue persuasively that gamemakers need not be the only ones benefiting from game design. Werbach and Hunter are lawyers and World of Warcraft players who created the world's first course on gamification at the Wharton School. In their book, they reveal how game thinking—addressing problems like a game designer—can motivate employees and customers and create engaging experiences that can transform your business.

For the Win reveals how a wide range of companies are successfully using game thinking. It also offers an explanation of when gamifying makes the most sense and a 6-step framework for using games for marketing, productivity enhancement, innovation, employee motivation, customer engagement, and more.

In this illuminating guide, Werbach and Hunter reveal how game thinking can yield winning solutions to real-world business problems. Let the games begin!
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About the author

Kevin Werbach is a leading expert on the legal, business, and public policy aspects of the Network Age. He is an associate professor of legal studies at The Wharton School, University of Pennsylvania, where he was named the first “Iron Prof” for his gamification research. He co-led the review of the Federal Communications Commission for the Obama Administration’s presidential transition team and served as an expert adviser to the FCC and the National Telecommunications and Information Administration. For nine years he organized Supernova, an influential executive technology conference. Werbach was previously the editor of Release 1.0, Esther Dyson’s Monthly Report, and served as Counsel for New Technology Policy at the FCC in the Clinton administration, where he helped develop the US government’s internet and ecommerce policies. Follow him on Twitter at @kwerb.

Dan Hunter is an expert in internet law, intellectual property, and the application of games to public policy arenas. He is the Foundation Dean of Swinburne Law School in Australia. He previously taught law at The Wharton School, the University of Melbourne, and Cambridge University. He regularly publishes on issues dealing with the intersection of computers and law, including articles dealing with the regulation of virtual worlds and video games, as well as high-technology aspects of intellectual property. He was one of the first scholars to examine the social significance of massively multiplayer online games, and cofounded the scholarly blog Terra Nova (http://terranova.blogs.com/). This is his fifth book.

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Additional Information

Publisher
Wharton Digital Press
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Published on
Oct 30, 2012
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Pages
148
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ISBN
9781613630228
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Language
English
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Genres
Business & Economics / Management
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Content Protection
This content is DRM free.
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Available on Android devices
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Organizations are facing an engagement crisis. Regardless if they are customers, employees, patients, students, citizens, stakeholders, organizations struggle to meaningfully engage their key constituent groups who have a precious and limited resource: their time. Not surprisingly, these stakeholders have developed deflector shields to protect themselves. Only a privileged few organizations are allowed to penetrate the shield, and even less will meaningfully engage. To penetrate the shield, and engage the audience, organizations need an edge. Gamification has emerged as a way to gain that edge and organizations are beginning to see it as a key tool in their digital engagement strategy. While gamification has tremendous potential to break through, most companies will get it wrong. Gartner predicts that by 2014, 80% of current gamified applications will fail to meet business objectives primarily due to poor design. As a trend, gamification is at the peak of the hype cycle; it has been oversold and it is broadly misunderstood. We are heading for the inevitable fall. Too many organizations have been led to believe that gamification is a magic elixir for indoctrinating the masses and manipulating them to do their bidding. These organizations are mistaking people for puppets, and these transparently cynical efforts are doomed to fail. This book goes beyond the hype and focuses on the 20% that are getting it right. We have spoken to hundreds of leaders in organizations around the world about their gamification strategies and we have seen some spectacular successes. The book examines some of these successes and identifies the common characteristics of these initiatives to define the solution space for success. It is a guide written for leaders of gamification initiatives to help them avoid the pitfalls and employ the best practices, to ensure they join the 20% that gets it right. Gamify shows gamification in action: as a powerful approach to engaging and motivating people to achieving their goals, while at the same time achieving organizational objectives. It can be used to motivate people to change behaviors, develop skills, and drive innovation. The sweet spot for gamification objectives is the space where the business objectives and player objectives are aligned. Like two sides of the same coin, player and business goals may outwardly appear different, but they are often the same thing, expressed different ways. The key to gamification success is to engage people on an emotional level and motivating them to achieve their goals.
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