Gamification by Design
Implementing Game Mechanics in Web and Mobile Apps
By: Gabe Zichermann, Christopher Cunningham
Published: August 19, 2011
Format: Paperback, 208 pages
ISBN-10: 1449397670
ISBN-13: 978-1449397678
Publisher: O'Reilly Media
"For our purposes we will define the term gamification as follows: The process of game-thinking and game mechanics to engage users and solve problems", write gamification experts Gabe Zichermann and Christopher Cunningham, in their revolutionary and highly practical book Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. The authors describe how leading brands use games to enhance engagement with customers, and share strategies for incorporating games into any consumer oriented website or mobile apps.
Gabe Zichermann (photo left) and Christopher Cunningham understand the importance of engaging customers and building loyalty to the company website or mobile apps. The authors provide the concept of games as a proven success tool for achieving customer loyalty, stickiness at websites, and returning over and over to game applications on mobile devices. The book contains the overall framework and techniques for incorporating game tools into the company's consumer based technology. Along with demonstrating how to integrate game technology seamlessly, the authors share ideas for transforming the game into a core customer engagement and loyalty tool. The author remove the mystery surrounding games, and offer proven strategies for gaining maximum value from a game format.
Christopher Cunningham (photo left) and Gabe Zichermann recognize that a game must be compelling, and offer real value for anyone to begin or continue with the game play. They point out that the primary factor for the game must be creating a fun and enjoyable experience for the game player. They also point out that games are not a cure all for a weak business plan, bad customer service, or inferior products or services. The purpose of a game is to change the customer experience to one of enhanced engagement to enrich customer loyalty.
The game must be compelling and provide real play value, and a poorly designed game can even result in a loss of engagement. As a result, the authors guide the company through the entire design process, including identifying the type of player desired for the game, how to develop the game format and levels of difficulty, along with the creation of rewards for player success. The authors also share strategies for developing multi-player and social games, as well as ensuring levels of difficulty and achievement are reachable in both individual and team game formats.
For me, the power of the book is how Gabe Zichermann and Christopher Cunningham combine the concepts of customer engagement and loyalty with the hands on mechanics, including some pre-written code, for designing and developing customer games. The authors not only describe how to build a fun and challenging game with strong game play features, but also how to decide which type and style of game is right for the target customer as game player. The authors keep their eye fixed firmly on the goals of the customer, and why that person or groups of people would not only play the game, but return to it over and over again. The authors understand completely that the game is a means to an end, which is customer engagement and loyalty, and not the end in and of itself.
The authors also remind the business person that a game can't repair serious flaws within the business model either. That is beyond the scope of any single toll, including gamification. To strengthen their case for gaming, the authors include some intriguing case studies and examples of companies who have utilizing gaming successfully as part of their overall customer loyalty strategy. The case for gamification, along with the mechanics for putting a game into operation, are =well presented in the book, making it a must read for anyone interested in games and how they can enhance user engagement and overall brand loyalty.
I highly recommend the very hands on and idea packed book Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps by Gabe Zichermann and Christopher Cunningham, to anyone considering adding the customer loyalty boosting power of games to their company website or inventory of mobile apps. This book will change the way that you think about customer based games, game development, and website and mobile interaction.
Read the customer engagement building book Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps by Gabe Zichermann and Christopher Cunningham, and discover how the principles of gamification can work wonders for your customer loyalty. This game will change the way you play the business, website, and mobile device game.
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