Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not only improves data quality, but offers untapped insights unattainable through traditional methods. Games and Gamification in Market Research shows readers how to design ResearchGames and Gamified Surveys that will intrinsically engage participants and how best to use these methodologies to become, and stay, commercially competitive. In a world where brands and organizations are increasingly interested in the feelings and contexts that drive consumer choices, Games and Gamification in Market Research gives readers the skills to use the components in games to encourage play and observe consumer behaviours via simulations for predictive modelling. Written by Betty Adamou, the UK's leading research game designer and named as one of seven women shaping the future of market research, it explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, and how it will shape research careers. Alongside a companion website, this book provides a fully immersive and fascinating overview of game-based research.

Harness the power of games to create extraordinary customer engagement with Game-Based Marketing. Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards – these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga’s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn’t feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important. You don’t need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade’s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?

"This book brings together innovative and scholarly research on the use of game-based design and technology in a variety of settings, including discussions from both industry and academic perspectives"--

Grow your customer base with games! Gamification is the practice of adding elements of gameplay into marketing materials to better engage customers. In Gamification Marketing For Dummies, you’ll learn to use this proven strategy to capture the attention of your target markets and boost your results using valuable gamification data. Games are fun! That’s why gamification is so successful—customers will jump at the chance to play and win your custom-developed marketing game. You’ll connect with your customers and create lasting memories. Whether or not you are digitally savvy, this book will teach you the basics of gamification, from choosing the right game to capturing the user behavior data that the game generates. Use games to increase customer engagement and marketing results Learn how to choose or commission the right games for your market Plan and execute a successful gamification strategy Learn from data generated inside your game for valuable market insights From simple strategies like customer loyalty programs to complex, branded, social game apps, this book will point in the direction of gamification that works for you.

Game design has shifted from the development of games for entertainment to the creation of games with a more meaningful purpose. Game principles and theories can be applied to interactive programs in a variety of fields and professions. Researchers continue to examine the many ways games can be applied to real-world settings. Emerging Research and Trends in Gamification brings together innovative and scholarly research on the use of game-based design and technology in a variety of settings. Including discussions from both industry and academic perspectives, this publication explores the growing research in this interesting and dynamic field, serving as an essential reference source for academicians, professionals, researchers, and upper level students interested in the applications of game-thinking and gaming dynamics across various disciplines including marketing, journalism, education, and human resources. This publication presents timely, research-based chapters on the development of games and the real-world applications of game-thinking and game dynamics, as well as additional topics including, but not limited to, digital development, game design, human resource processes, market research, online journalism, social change, and video game learning.

Gaming is increasingly prevalent in our society and everyday lives as a form of leisure or competition. The typical aim of gaming is to gain a pleasant experience from the game. Because of the saturation of gaming in global society, the gamification concept and its operationalization in non-gaming contexts has become a growing practice. This technological novelty is the basis for an innovative change in many types of environments such as education, commerce, marketing, work, health, governance, and sustainability, among others. The service sector especially has shown widespread adoption of the method as it seeks to increase and motivate audiences and promote brands. However, little research is available on the adoption of gamification in organizations, leading to a need for literature that investigates best practices for utilization and implementation. The Handbook of Research on Cross-Disciplinary Uses of Gamification in Organizations is a comprehensive and timely reference book that explores the field of gamification for economic and social development. This book provides dynamic research from this emerging field. Covering topics such as distance learning, health behaviors, and workplace training, this book is a valuable reference for researchers, marketing managers, students, managers, executives, software developers, IT specialists, technology developers, faculty of P-12 and higher education, teachers, professors, government officials, and academicians.

Gamification for Business shows how games and game-based design can be used to effectively tackle business challenges and improve organizational performance. From siloed working and information overload to the clash between ongoing operations and innovation, this book shows how to identify what type of game is best suited to each business issue. With guidance on online games, simulations, event-based games and gamified training, this book ensures that business leaders and senior decision makers feel confident in their ability to assess the opportunities of each type of gamification for their business. Including case studies from more than 20 organizations who have implemented a game-based solution, this book outlines the business issue in each company and the aim of the game, the impact the game had and key learning points to help readers implement a similar type of game in their own business. Based on extensive research into the effectiveness of games and real-world examples from companies who have experienced the benefits of serious games and design thinking, Gamification for Business is essential reading for all business professionals looking to improve employee motivation, boost engagement, create a cohesive team environment and facilitate innovation in their company for improved business performance.