GABE ZICHERMANN is the father of Funware theory and CEO of beamME—the world's most popular mobile networking platform for professionals. He is a twelve-year game-industry veteran, having worked for CMP Media as the director of marketing for the Game Developers Conference, Gamasutra, and Game Developer magazine, as well as helping to launch and guide Trymedia Systems from start to sale as the first successful online game DRM and distribution company. A resident of New York City, Gabe blogs about games and society at funwareblog.com. JOSELIN LINDER is a pop culture writer, filmmaker, and entrepreneur. She currently lives in Brooklyn.

• Acknowledgments xiiiForeword Robin Kent xvIntroduction 1Chapter 1 The Argument for Loyalty 9‘‘Stickiness’’ Is Loyalty 13Playing with Loyalty 14The Future of Loyalty—Frequent Flyer Games 16Communities of Influence: Flyertalk 18Funware: Putting Fun into Everything 19Chase ‘‘Goes Dutch’’ 20The Value of Prizes 23Game Mechanics 25Don’t Hate the Player, Hate the Game 28Chapter 2 Passive Play 31The Incidental Games We Play 33Latte Leaders: Status and Levels 34Black Cards and Red Carpets 36Keeping Score 38The Subway Scrum: Rules of Play 39The Bar Brawl: Demonstrable Status 41The Components of Funware 43Chapter 3 Social Networks and Leaderboards 45Social Network Clutter 47Marketing with Social Networks 48Orkut: A Case Study in Leaderboard Effectiveness 48Funware at Work: Facebook Friend Games 50No News Isn’t Good News 51Leaderboards in Business 52The Jigsaw Example 53Correctly Using Leaderboards 55Points Proxy: Masking and Directing Behaviors 57Wal-Mart and the Theory of Relativism 59Leaderboard Levels 61Leaderboards: The Top 10 62Chapter 4 Funware Mechanics: Points and Beyond 65Making Points the Point 68Point Mechanics and Branding 69Virtual Economics 70Virtual Currency 71Real-World Value versus Virtual Value 72Creating an Easy and Effective Virtual Economy 73Badging Players 74Newbie Badges 77Building Levels 77America’s Army 80Defining and Meeting Goals 81Bringing Players into the Game 85Tracking Behavior 87Meaningful Status Displays 88Chapter 5 Prizes and Games of Chance 91The Ansari X PRIZE: The Power of Games to Change the World 93Can’t Buy Me Love: Choosing Prizes 95Games of Chance 97Games of Chance and the Law 98McDonald’s Monopoly Game: A Case Study 99The Value of a Prize 102Long-Term Motivation and Customer Loyalty 104Gaming the System 105Amazon Reviews: Community Policing at Its Finest 106Using Sweepstakes to Fight Gaming 107Virtual Points and Prizes 108Chapter 6 The Ultimate Funware: Frequent Flyer Programs 111Frequent Flyer Programs Take Off 114What Business Are Airlines In? 114Designing the Frequent Flyer Massive Multiplayer Online Game 117The Power of Points 119Getting There without Points 122Real-World Redemptions: Do They Matter? 122The Solution Is Virtual Goods 123But Does Redemption Matter? 125Levels and Badges in FFPs 126Throwing Your Weight Around 127Benefits of Status 129The Level Error of FFPs 132Going Above and Beyond: The Boss Level 133Challenges and Contests 135United’s Team Challenge 137Making It Work for You 138Chapter 7 Know Thy Player 141Bartle’s Player Types 144Achievers (^) 145Socializers (˘) 146Explorers (¯) 147Killers (¨) 147The Naı¨ve Player 148Competitiveness: The Most Important Motivation? 150Closing the Gender Gap 153Nike+: Early Adopter Advantage 154Fahrvergn€ugen’s Failure 156The Wrap-Up 158Chapter 8 The Future of Gamers: Generation G 161A Generation Gap 163What Makes Generation G Special? 164The Trends 165Smith & Tinker 166The Gulf Is Real 171The Effect of Games: Tetris, Team Building, and Tug of War 173The Character of a Generation of Gamers 174Conclusion: Successfully Marketing to Generation G 177Chapter 9 Motivating Sales with Funware: Getting Employees into the Game 181Front Line and Top of Mind 183Bitten by the Achievement Bug 185Mary Kay: Generating Loyalty 187Trust and Motivational Funware 188Sales Teams and Customer Trust: Pep Boys 190Making the Corporate Personal through Games 191Funware at Work: Wells Fargo’s Stagecoach Island 192Playing Together 194Chapter 10 Everyone Wins: Games in Your Business 197Product Power 199Advergames and In-Game Advertising 200Pursuing, Engaging, and Rewarding Customers: The Business of Lifestyles 202Arming Your Business 202First Steps Are the Hardest 203Do It for the Children 204Funware on the Rise 205References 207Index 211

GABE ZICHERMANN is the father of Funware theory and CEO of beamME—the world's most popular mobile networking platform for professionals. He is a twelve-year game-industry veteran, having worked for CMP Media as the director of marketing for the Game Developers Conference, Gamasutra, and Game Developer magazine, as well as helping to launch and guide Trymedia Systems from start to sale as the first successful online game DRM and distribution company. A resident of New York City, Gabe blogs about games and society at funwareblog.com. JOSELIN LINDER is a pop culture writer, filmmaker, and entrepreneur. She currently lives in Brooklyn.

• Acknowledgments xiiiForeword Robin Kent xvIntroduction 1Chapter 1 The Argument for Loyalty 9‘‘Stickiness’’ Is Loyalty 13Playing with Loyalty 14The Future of Loyalty—Frequent Flyer Games 16Communities of Influence: Flyertalk 18Funware: Putting Fun into Everything 19Chase ‘‘Goes Dutch’’ 20The Value of Prizes 23Game Mechanics 25Don’t Hate the Player, Hate the Game 28Chapter 2 Passive Play 31The Incidental Games We Play 33Latte Leaders: Status and Levels 34Black Cards and Red Carpets 36Keeping Score 38The Subway Scrum: Rules of Play 39The Bar Brawl: Demonstrable Status 41The Components of Funware 43Chapter 3 Social Networks and Leaderboards 45Social Network Clutter 47Marketing with Social Networks 48Orkut: A Case Study in Leaderboard Effectiveness 48Funware at Work: Facebook Friend Games 50No News Isn’t Good News 51Leaderboards in Business 52The Jigsaw Example 53Correctly Using Leaderboards 55Points Proxy: Masking and Directing Behaviors 57Wal-Mart and the Theory of Relativism 59Leaderboard Levels 61Leaderboards: The Top 10 62Chapter 4 Funware Mechanics: Points and Beyond 65Making Points the Point 68Point Mechanics and Branding 69Virtual Economics 70Virtual Currency 71Real-World Value versus Virtual Value 72Creating an Easy and Effective Virtual Economy 73Badging Players 74Newbie Badges 77Building Levels 77America’s Army 80Defining and Meeting Goals 81Bringing Players into the Game 85Tracking Behavior 87Meaningful Status Displays 88Chapter 5 Prizes and Games of Chance 91The Ansari X PRIZE: The Power of Games to Change the World 93Can’t Buy Me Love: Choosing Prizes 95Games of Chance 97Games of Chance and the Law 98McDonald’s Monopoly Game: A Case Study 99The Value of a Prize 102Long-Term Motivation and Customer Loyalty 104Gaming the System 105Amazon Reviews: Community Policing at Its Finest 106Using Sweepstakes to Fight Gaming 107Virtual Points and Prizes 108Chapter 6 The Ultimate Funware: Frequent Flyer Programs 111Frequent Flyer Programs Take Off 114What Business Are Airlines In? 114Designing the Frequent Flyer Massive Multiplayer Online Game 117The Power of Points 119Getting There without Points 122Real-World Redemptions: Do They Matter? 122The Solution Is Virtual Goods 123But Does Redemption Matter? 125Levels and Badges in FFPs 126Throwing Your Weight Around 127Benefits of Status 129The Level Error of FFPs 132Going Above and Beyond: The Boss Level 133Challenges and Contests 135United’s Team Challenge 137Making It Work for You 138Chapter 7 Know Thy Player 141Bartle’s Player Types 144Achievers (^) 145Socializers (˘) 146Explorers (¯) 147Killers (¨) 147The Naı¨ve Player 148Competitiveness: The Most Important Motivation? 150Closing the Gender Gap 153Nike+: Early Adopter Advantage 154Fahrvergn€ugen’s Failure 156The Wrap-Up 158Chapter 8 The Future of Gamers: Generation G 161A Generation Gap 163What Makes Generation G Special? 164The Trends 165Smith & Tinker 166The Gulf Is Real 171The Effect of Games: Tetris, Team Building, and Tug of War 173The Character of a Generation of Gamers 174Conclusion: Successfully Marketing to Generation G 177Chapter 9 Motivating Sales with Funware: Getting Employees into the Game 181Front Line and Top of Mind 183Bitten by the Achievement Bug 185Mary Kay: Generating Loyalty 187Trust and Motivational Funware 188Sales Teams and Customer Trust: Pep Boys 190Making the Corporate Personal through Games 191Funware at Work: Wells Fargo’s Stagecoach Island 192Playing Together 194Chapter 10 Everyone Wins: Games in Your Business 197Product Power 199Advergames and In-Game Advertising 200Pursuing, Engaging, and Rewarding Customers: The Business of Lifestyles 202Arming Your Business 202First Steps Are the Hardest 203Do It for the Children 204Funware on the Rise 205References 207Index 211

GABE ZICHERMANN is the father of Funware theory and CEO of beamME—the world's most popular mobile networking platform for professionals. He is a twelve-year game-industry veteran, having worked for CMP Media as the director of marketing for the Game Developers Conference, Gamasutra, and Game Developer magazine, as well as helping to launch and guide Trymedia Systems from start to sale as the first successful online game DRM and distribution company. A resident of New York City, Gabe blogs about games and society at funwareblog.com. JOSELIN LINDER is a pop culture writer, filmmaker, and entrepreneur. She currently lives in Brooklyn.

• Acknowledgments xiiiForeword Robin Kent xvIntroduction 1Chapter 1 The Argument for Loyalty 9‘‘Stickiness’’ Is Loyalty 13Playing with Loyalty 14The Future of Loyalty—Frequent Flyer Games 16Communities of Influence: Flyertalk 18Funware: Putting Fun into Everything 19Chase ‘‘Goes Dutch’’ 20The Value of Prizes 23Game Mechanics 25Don’t Hate the Player, Hate the Game 28Chapter 2 Passive Play 31The Incidental Games We Play 33Latte Leaders: Status and Levels 34Black Cards and Red Carpets 36Keeping Score 38The Subway Scrum: Rules of Play 39The Bar Brawl: Demonstrable Status 41The Components of Funware 43Chapter 3 Social Networks and Leaderboards 45Social Network Clutter 47Marketing with Social Networks 48Orkut: A Case Study in Leaderboard Effectiveness 48Funware at Work: Facebook Friend Games 50No News Isn’t Good News 51Leaderboards in Business 52The Jigsaw Example 53Correctly Using Leaderboards 55Points Proxy: Masking and Directing Behaviors 57Wal-Mart and the Theory of Relativism 59Leaderboard Levels 61Leaderboards: The Top 10 62Chapter 4 Funware Mechanics: Points and Beyond 65Making Points the Point 68Point Mechanics and Branding 69Virtual Economics 70Virtual Currency 71Real-World Value versus Virtual Value 72Creating an Easy and Effective Virtual Economy 73Badging Players 74Newbie Badges 77Building Levels 77America’s Army 80Defining and Meeting Goals 81Bringing Players into the Game 85Tracking Behavior 87Meaningful Status Displays 88Chapter 5 Prizes and Games of Chance 91The Ansari X PRIZE: The Power of Games to Change the World 93Can’t Buy Me Love: Choosing Prizes 95Games of Chance 97Games of Chance and the Law 98McDonald’s Monopoly Game: A Case Study 99The Value of a Prize 102Long-Term Motivation and Customer Loyalty 104Gaming the System 105Amazon Reviews: Community Policing at Its Finest 106Using Sweepstakes to Fight Gaming 107Virtual Points and Prizes 108Chapter 6 The Ultimate Funware: Frequent Flyer Programs 111Frequent Flyer Programs Take Off 114What Business Are Airlines In? 114Designing the Frequent Flyer Massive Multiplayer Online Game 117The Power of Points 119Getting There without Points 122Real-World Redemptions: Do They Matter? 122The Solution Is Virtual Goods 123But Does Redemption Matter? 125Levels and Badges in FFPs 126Throwing Your Weight Around 127Benefits of Status 129The Level Error of FFPs 132Going Above and Beyond: The Boss Level 133Challenges and Contests 135United’s Team Challenge 137Making It Work for You 138Chapter 7 Know Thy Player 141Bartle’s Player Types 144Achievers (^) 145Socializers (˘) 146Explorers (¯) 147Killers (¨) 147The Naı¨ve Player 148Competitiveness: The Most Important Motivation? 150Closing the Gender Gap 153Nike+: Early Adopter Advantage 154Fahrvergn€ugen’s Failure 156The Wrap-Up 158Chapter 8 The Future of Gamers: Generation G 161A Generation Gap 163What Makes Generation G Special? 164The Trends 165Smith & Tinker 166The Gulf Is Real 171The Effect of Games: Tetris, Team Building, and Tug of War 173The Character of a Generation of Gamers 174Conclusion: Successfully Marketing to Generation G 177Chapter 9 Motivating Sales with Funware: Getting Employees into the Game 181Front Line and Top of Mind 183Bitten by the Achievement Bug 185Mary Kay: Generating Loyalty 187Trust and Motivational Funware 188Sales Teams and Customer Trust: Pep Boys 190Making the Corporate Personal through Games 191Funware at Work: Wells Fargo’s Stagecoach Island 192Playing Together 194Chapter 10 Everyone Wins: Games in Your Business 197Product Power 199Advergames and In-Game Advertising 200Pursuing, Engaging, and Rewarding Customers: The Business of Lifestyles 202Arming Your Business 202First Steps Are the Hardest 203Do It for the Children 204Funware on the Rise 205References 207Index 211