Does the mere mention of "game" make your clients' noses wrinkle up? Maybe it's because for them "gamers" conjure up images of teens or adult slackers living in mom's basement and that's not their target audience.

Life is a game. And if you don't realize it, then let Gabe Zichermann and Joselin Linder explain it to you. They break down our basic inner drive to play and win in their new book, "Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests. " What I like about this book is that it liberates the reader from such limiting points of view through "Funware ," a term the authors use to describe how game mechanics reach consumers.


Let's say you go on a journey, which allows you to accumulate points to reach different levels and achieve awards, it sounds like you are playing a video game. World of Warcraft, maybe? If you think about it, it's actually a simple breakdown of an airline's frequent flyer program. Whether you're trying to accumulate miles or more Facebook friends, it's human nature to strive for more. Prizes can be virtual (badges, points) or physical (lottery money), but we like to be rewarded for our efforts. Life truly is a game on some level for everyone (pun intended).

I also appreciate how this book defines the rules of engagement to reach customers. Game-Based Marketing is a good reference that dismisses gaming misconceptions and defines gaming activity as a very effective marketing tactic. Understanding the psychology of playing leads to insight on how to create better engagements for better results. It might even put a smile on the face of your game-hating client. Game-Based Marketing is valuable knowledge and a very quick read. I did it over a rainy weekend in between campaigns of Wii Monster Hunter (my favorite game of the moment).

Game-Based Marketing. Grade: B