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Changing the Game: How Video Games Are Transforming the Future of Business | 
 enlarge | Authors: David Edery, Ethan Mollick
Publisher: FT Press
Category: Book
List Price: $24.99
Buy New: $12.49
You Save: $12.50 (50%)
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Rating:  9 reviews
Sales Rank: 95750
Media: Hardcover
Edition: 1
Pages: 240
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 9 x 6.2 x 0.9
ISBN: 013235781X
Dewey Decimal Number: 658.40353
EAN: 9780132357814
ASIN: 013235781X
Publication Date: October 2008
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Brand New. 100% money back guarantee. All books shipped from Strand Bookstore, New York City, USA.
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Product Description
"Executives who still insist on all work and no game play won't just be running dull workplaces; they will also be running less profitable ones too." --The Economist on Changing the Game "Video games are now far from a mere diversion to kill time being amused. This book amply illustrates how we can get mental, social, and business benefits from new ways to play." --Trip Hawkins, founder of Electronic Arts, The 3DO Company, and Digital Chocolate "Mollick and Edery have provided leading-edge analysis of the interaction between gamers, hackers, and the world of business. A must-read for anyone in the gaming business, those considering entering it, and those who want to understand what games have to teach us about engagement, learning, and innovation." --Karim Lakhani, Assistant Professor and Richard Hodgson Fellow at Harvard Business School, Faculty Fellow at the Berkman Center of Harvard Law School "Changing the Game is a fun read, but more than that, it gives HR professionals like myself the tools to understand how to recruit, train, and retain a new generation of workers using a wide range of new techniques drawn from the world of video games."--Lindsay Nadler, Director, Human Resources, Miramax Films "You will be more 'ready to play' after you read this game-changing book, which explores how computer and video games are transforming business and marketing practices. David Edery and Ethan Mollick offer a far-reaching and richly detailed account which touches on everything from product placements and advergaming to the use of games for corporate training and harvesting user innovation." --Henry Jenkins, Codirector of the MIT Comparative Media Studies Program, author ofConvergence Culture: Where Old and New Media Collide 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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| Customer Reviews: Read 4 more reviews...
Great read for marketing professionals November 19, 2008
J. Wacksman (Seattle, WA USA)
I work in marketing, so my interest in this book was driven primarily by the section on advertising and games. I was not disappointed by the methods presented in the first third of the book. Not all of them are practical for a business with a modest budget, but there is definitely something for every marketer in there. The chapters on product placements in games and advergames both highlight some of the more inexpensive things you could do, which I appreciated.
The remainder of the book was very thought-provoking if "high concept." If you've enjoyed books like "Tipping Point" and "Predictable Irrationality" that paint big ideas and tell great stories, but don't necessarily spell out an action plan for you to follow, this book is definitely for you.
A valuable resource November 18, 2008
Matthew J. Golz (Seattle, WA)
2 out of 2 found this review helpful
I picked up this book on a whim, and ended up blowing through it in a night. The writting is clear and the cadence enjoyable. The authors deliver insightful recommendations and thought provoking examples to help anyone - from the smallest start-up to the largest of corporations - think about how games can better their business in many ways.
Having played games for at least a decade, I was suprised at what I didn't know. The depth of passion in this space is obvious and the depth of research equal. And best, more than a dry reference, this book reads like a dialogue between you, the reader, and a couple good friends.
If you're looking for ways to expand, enhance, drive, or build momentum in your business, this text is a great resource.
Insightful commentary, strong research November 16, 2008
J. Sink (Seattle, WA USA)
I finished Changing the Game last week and the insights it contains have already helped me improve my work. The authors provide well researched real world examples of companies using the innovations and methods from the games industry to drive productivity and customer engagement. It's an entertaining as well as informative read. I strongly recommend this book to anyone in marketing, web development, video games, and training.
Top notch survey November 5, 2008
B. Tosch
Whether you work in gaming already or not, this book is an excellent survey of the state of art at the intersection of business and games. Its a rare report that can bring you seriously up to date in a couple plane trips worth of reading. And if you think that games don't apply to your business you're likely to be surprised at some of the serious applications in place today.
Whats really interesting is that some of ways games are being used now really highlight good management practices in general. For example, when see the amount of "productivity" gamers generate in response to clear goals and rewards it will make you think about what a drain poor communication may be in your office.
Game Changer October 20, 2008
Soren Johnson (Oakland, CA USA)
2 out of 2 found this review helpful
I got a chance to review an early version of this book. David and Ethan did a great job of presenting all the important ways today's businessperson needs to think about games, whether in terms of advertising, training, recruiting, etc. The businesses which will do the best via games will be the ones that actually take the time to understand what makes games unique and compelling - see the case-study on Burger King's game - and not just another new form of media to be exploited. A game exists somewhere between the player and the developer, which means the "communication" never belongs to anyone - a tricky proposition for many corporations, I'm sure.
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