Featured SmallBusinessTools.com Marketing & Sales Book for 12/11/2008
The review below was found the most useful by the most people.
"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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