• Changing the Game

  • How Video Games are Transforming the Future of Business
  • By: David Edery, Ethan Mollick
  • Narrated by: Stow Lovejoy
  • Length: 6 hrs and 18 mins
  • Unabridged Audiobook
  • Release date: 11-11-08
  • Language: English
  • Publisher: Audible Studios
  • 3.5 out of 5 stars 3.5 (134 ratings)

Regular price: $19.95

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Publisher's Summary

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 game...
©2009 Pearson Education, Inc.; (P)2008 Audible, Inc.
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Customer Reviews

Most Helpful
5 out of 5 stars
By Lilach on 11-19-08

Informative, useful book on games and business

This book is a rare example of a business book that is really enjoyable, immediately practical, and generally inspirational - think "The Tipping Point" meets "Good to Great" meets Super Mario Brothers. In a relatively short 6 hours, I was introduced to a range of video games, and shown how they can be used for everything from selling products to coming up with new innovations. The first hour is an introduction to games, with an overview of a variety of different game types. The next couple hours cover games for marketing, including some really cool examples in which real products were incorporated into games, and others where virtual items were turned real products. The next hour and a half focus on games for training and recruiting, with some neat cases from the military and Google. The final two hours show how games are going to be an important part of the future of business, giving examples of games being used to motivate people to work, to innovate, and even how games are being used to predict the future. Examples abound, and there are lots of good facts and figures.

The book is informative, but even better, this book is fun! The authors have a sense of humor, keeping things light even as they provide lots of information. And there are tons of interesting ideas, entertaining examples, and amazing pieces of information (did you know people spent 9 billion man-hours in 2003 playing Windows Solitaire alone?).

So, if you have a job dealing with marketing, product development, HR, strategy, or innovation, this is pretty much a must-read for understanding the future. If you just like games, you will find this a terrific read from people who know what they are talking about. And even if you don't fall into either of these categories, you will still find this book an interesting and fun introduction to the topic. My favorite book on Audible so far!

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23 of 24 people found this review helpful

4 out of 5 stars
By Roy on 02-20-09

Eye Opening

For those who enjoy computer games and for those who know next to nothing about them, this book is for you. The sections on current uses of games for marketing and human resources is worth the price of admission. Anyone with even a marginal interest in where this industry can go and might go will be rewarded. Read this book quickly, because the material will become outdated quickly.

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5 of 5 people found this review helpful

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