Changing the Game: How Video Games Are Transforming the Future of Business (paperback) by David EderyChanging the Game: How Video Games Are Transforming the Future of Business (paperback) by David Edery

Changing the Game: How Video Games Are Transforming the Future of Business (paperback)

byDavid Edery, Ethan Mollick

Paperback | October 7, 2008

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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
David Edery is the Worldwide Games Portfolio Manager for Microsoft’s Xbox Live Arcade and also a research affiliate of the MIT Comparative Media Studies Program. Prior to joining Microsoft, David was the MIT CMS Program’s Associate Director for Special Projects. During that time, David cofounded the Convergence Culture Consortium, a r...
Title:Changing the Game: How Video Games Are Transforming the Future of Business (paperback)Format:PaperbackDimensions:240 pages, 8.9 × 6 × 0.7 inPublished:October 7, 2008Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0132171473

ISBN - 13:9780132171472

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Table of Contents

Part I: Introduction 1

Chapter 1: An Introduction to Games, and Why They Matter 3

Part II: Games and Customers 33

Chapter 2: Advertising "In" and "Around" Games 37

Chapter 3: Advergames 55

Chapter 4: Adverworlds, Second Life, and Blurred Reality 75

Part III: Games and Employees 97

Chapter 5: Better Employees through Gaming 101

Chapter 6: Three Skills for an Interconnected World 115

Chapter 7: Games and Recruiting 139

Part IV: Games and the Future of Business 155

Chapter 8: Games for Work, Games at Work 157

Chapter 9: User Innovation Communities 171

Chapter 10:  Why Gamers are Better than Computers, Scientists, and Governments 187

Games Index 203

Index 207