Free Delivery Over $100
|
|
|||
|
||||
Overview"At their best, videogames represent the very essence of what drives people to think, cooperate, and create. Learning is not ""work"" in the context of a game: it is puzzle-solving, exploration, and experimentation. Cooperation is not a ""necessary evil"" in the context of a game: it is the best part of the experience. And few communities are as prolific and generous as those that form around games. The videogame paradigm offers powerful lessons for business, and innovative businesses are using videogames in powerful new ways. In Changing the Game, top Microsoft Xbox executive David Edery and MIT videogame researcher Ethan Mollick explains how businesses can leverage games' interactivity to build far deeper relationships with a new generation of customers and employees. The authors begin by reviewing the increasingly effective use of videogaming in training. Next, they survey the growing use of games in state-of-the-art advertising and marketing programs. They then introduce more transformative potential opportunities for gaming: approaches that are only beginning to emerge from research laboratories. These include: the use of games to spur innovation, and to harness the wisdom of crowds. Edery and Mollick conclude with concrete recommendations on how to work with video game companies, and some powerful insights on the future of business and games in general, drawn from their unique vantage point as MIT researchers, an Xbox executive, and gamers." Full Product DetailsAuthor: David Edery , Ethan MollickPublisher: Pearson Education (US) Imprint: Financial TImes Prentice Hall Dimensions: Width: 15.20cm , Height: 1.50cm , Length: 22.90cm Weight: 0.327kg ISBN: 9780132171472ISBN 10: 0132171473 Pages: 240 Publication Date: 28 June 2010 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Out of Print Availability: In Print  Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock. 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"ReviewsAuthor InformationDavid 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 research partnership with corporations such as MTV Networks and Turner Broadcasting. David also managed Cyclescore, a research project combining video games and exercise. David received his MBA from the MIT Sloan School of Management and his BA from Brandeis University. He has published articles in the Harvard Business Review and several game industry publications and has spoken at many entertainment industry conferences. Ethan Mollick studies innovation and entrepreneurship at the MIT Sloan School of Management, where he is also conducting a large research project on the game industry. He holds an MBA from MIT and BA from Harvard University. He has consulted to companies ranging from General Mills to Eli Lilly on issues related to innovation and strategy. He has also worked extensively on using games for teaching and training, including on the DARWARS project of the Defense Advanced Research Projects Agency. He was a founder of eMeta Corporation, the world’s largest supplier of software for selling content online, which was sold to Macrovision in 2006. Prior to eMeta, Ethan was a consultant for Mercer Management Consulting. He has published articles in scholarly journals, the Sloan Management Review, and Wired magazine and spoken at numerous conferences. Tab Content 6Author Website:Countries AvailableAll regions |
||||
