Changing the Game

  • by David Edery, Ethan Mollick
  • Narrated by Stow Lovejoy
  • 6 hrs and 18 mins
  • Unabridged Audiobook

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 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...


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Customer Reviews

Most Helpful

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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- Lilach

Only for people who don't know much about games.

As an "enthusiast gamer" I found this book extremely boring. I appreciate the authors' effort to educate the broader audience about games and their benefits to companies as well as customers. However, I feel that most of the concepts described in this book are common knowledge to gamers. I would recommend this book to people who know little to nothing about modern video games.
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- Jonathan

Book Details

  • Release Date: 11-11-2008
  • Publisher: Audible Studios