Millions flock to their computers, consoles, mobile phones, tablets, and social networks each day to play World of Warcraft, Farmville, Scrabble, and countless other games, generating billions in sales each year. The careful and skillful construction of these games is built on decades of research into human motivation and psychology: A well-designed game goes right to the motivational heart of the human psyche.
In For the Win, authors Kevin Werbach and Dan Hunter argue persuasively that gamemakers need not be the only ones benefiting from game design. Werbach and Hunter are lawyers and World of Warcraft players who created the world’s first course on gamification at the Wharton School. In their book, they reveal how game thinking—addressing problems like a game designer—can motivate employees and customers and create engaging experiences that can transform your business.
For the Win reveals how a wide range of companies are successfully using game thinking. It also offers an explanation of when gamifying makes the most sense and a 6-step framework for using games for marketing, productivity enhancement, innovation, employee motivation, customer engagement, and more.
In this illuminating guide, Werbach and Hunter reveal how game thinking can yield winning solutions to real-world business problems. Let the games begin! 媒体推荐
“Video games now have the dubious honour of having inspired their own management craze. Called ‘gamification,’ it aims to take principles from video games and apply them to serious tasks. The latest book on the subject, For the Win, comes from Kevin Werbach and Dan Hunter, from the Wharton Business School and the New York Law School respectively….[T]heir central idea—that the world might be a better place if work was less of a necessary drudge and more of a rewarding experience in itself—is hard to argue with.”
—The Economist
“Here's a conversion worthy of a Transformers movie: Take buttoned-down, MBA-toting business professionals and turn them into video game designers. That's the goal of a new book about Gamification, changing behavior of employees and customers by appealing to their sense of fun and their competitive instinct, video game style. The co-author of For the Win: How Game Thinking Can Revolutionize Your Business is Dan Hunter, who runs New York Law School's Institute for Information Law and Society. He says gamification done right is about meaningful competition.”
—David Brancaccio, Marketplace, American Public Radio
“Werbach and Hunter aren’t playing around with this book on how to add the joy of gaming to your enterprise. This is a quick but thoughtful look into the pros and cons of gamification, what works and what doesn't, with plenty of insight into what really motivates and engages customers and employees.”
—Daniel H. Pink, author of Drive and A Whole New Mind
“For the Win is a total win! In the 21st century, business must shift from push to pull to get the best out of their employees and to entice their customers. This book brilliantly explains how to design and use gamification techniques to that end. I highly recommend this useful and fun to read book.”
—John Seely Brown, Coauthor of The Power of Pull and A New Culture of Learning; Co-chairman, Deloitte Center for the Edge; Former Chief Scientist, Xerox Corporation and Director of its Palo Alto Research Center (PARC)
“If you want to understand one of the most important trends in business today, go out and buy For the Win. Werbach and Hunter reveal the secrets to powering up your organization through game thinking. Read this book. It's a game changer.”
—Brad Feld, Managing Director, Foundry Group; Co-author of Do More Faster
“If you prefer realism to hype and rationality to bandwagons, this is the gamification book for you. As a work about gamification today, this book is excellent; as a work about gamification tomorrow, it's staggeringly excellent.”
—Richard Bartle, Professor, University of Essex; Creator of MUD1, the first multiplayer online game; Author of Designing Virtual Worlds
“Like gamification, this book is a fusion of human nature and good design. Far and away the best book on the subject, with the most examples and the best intellectual grasp of the topics.”
—Bing Gordon, Partner, Kleiner Perkins Caufield & Byers; former Chief Creative Officer, Electronic Arts
“Every business executive, small business owner and public servant should read this book; the public and private benefits would be enormous. I’m not kidding. If you’re even half as blown away as I was by For the Win, it’ll be your best book purchase of the year. Applying ‘game thinking’ to everyday life might just change… well, everything. Read the book and you’ll see what I mean.”
—Jessica Mulligan, Online game pioneer and co-founder, Themis Group
“For the Win is the perfect title, because businesses that understand these techniques will be the standout winners in their markets. Do yourself a favor and read this deep yet practical guide before your competitors do.”
—Rajat Paharia, Founder and Chief Product Officer, Bunchball
“A wonderfully written, funny, and timely work. Should be required reading for anyone pursing a modern undertaking utilizing these concepts. As the concept of ‘gamifying’ continues to grow, the importance of this text will continue to emerge.”
—Professor Andrew Phelps, Director, School of Interactive Games & Media, Rochester Institute of Technology
“For the Win hits a home run in illustrating the business value of gamification for both small and large companies across the globe."
—Kris Duggan, CEO, Badgeville
“An entertaining and immensely practical guide to this rich managerial opportunity.”
—Philip Evans, Senior Partner, Managing Director, and BCG Fellow, Boston Consulting Group; co-author of Blown to Bits
“In For the Win, Werbach and Hunter eloquently and practically explain how to apply one of the most important shifts in our cognitive models.”
—Joichi Ito, Director, MIT Media Lab
“For the Win is the smartest book written on the practical potential of gamification. With eyes wide open to both the promise and the risks inherent in yoking business practices to the power of play, Hunter and Werbach may have singlehandedly saved gamification from collapsing
under the weight of its own hype."
—Julian Dibbell, author of Play Money and My Tiny Life
网友对For the Win: How Game Thinking Can Revolutionize Your Business的评论
Someone in your sector is going to apply gamification successfully. If it's not you, your company could be in trouble.
As a motivation and behavior change consultant, I talk to a lot of people at big companies who want to increase engagement, learn through controlled experiments, and get measurable results.
Gamification is the most effective method of achieving these ends I've ever seen. It's the bedrock of our Persuasive Design process, too.
The problem is, there are a lot of people talking about gamification. And there are a lot of companies trying gamification. And most of them miss the mark. Gartner estimates 80 percent of gamification initiatives will fail, not because gamification is somehow flawed, but because of poor design.
For The Win by Kevin Werbach and Dan Hunter gives designers the blueprint they need to make their gamification efforts part of the successful 20 percent. Designed well, gamification can put your company light years ahead of the competition.
For The Win will also help you and your staff select a competent gamification and motivation partner. The book will arm you with the right questions for your due diligence in choosing a partner or vendor for gamification, motivation, incentive, and loyalty marketing programs. Don't pick a partner without this knowledge.
I strongly recommend that all my clients read For The Win before I begin designing a gamification solution for them. You should read it, too, before your competition does.
For the Win was recommended to me by one of the case studies in the book, not because he wanted to highlight his experience but because he believed that the book is a must read for people interested in gamification. He was right, not just about his own case but about the value of this book. Gamification is a popular term building on the ideas initially popularized by Jane McGonigal's book "Reality is Broken"/
Werbach and Hunter provide a strong and actionable description of gamification principles, actions and designs. This book is recommended for anyone looking to go beyond the idea of gamification and start to raise engagement by adding game thinking and elements to their processes, products and services.
The book reflects Werbach and Hunter's experience leading the first course on gamification at the Wharton School.
Overall, a good read one that helps build your experience and knowledge about gaming principles, practices and elements. The book is concise (126 pages), action oriented and informative. Its not a five star book, because it does not go that one extra step from understanding ideas to putting them into action.
Very very basic introduction to gamification. This book will give you some pointers to start with and will point out some most glaring mistakes that you can make, however it does not contain almost any interesting ideas about how to actually apply the gamification principles on specific cases. The mentioned case studies are quite bland and the book is boring (which is quite ironic given the topic). You can get similar knowledge by reading articles publicly available on the internet.
"For the Win" is striking in its clarity and persuasiveness, and like your favorite game, it rewards your effort with a continuous stream of fascinating examples from around the world. At the same time it is honest, with the authors repeatedly noting when game thinking may not be appropriate for a particular business goal. But the support and relevance for game theory to achieve business success far outweigh the exceptions. Beyond the many fun examples of game theory applications, the book also delves into the psychology of motivation to help the reader understand why "gamification" works. One of the most interesting things about the book is how many levels the authors genuinely achieve in dissecting the conclusion that "fun motivates" in ways that are both sophisticated and entertaining. And, while the book emphasizes that its overarching game analogy is more related to game design than game play, for those of us who recognize the many references to popular games electronic and otherwise peppered throughout, part of the reward here is some sense of gamer vindication.
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