{"product_id":"9780132171472","title":"Changing the Game: How Video Games Are Transforming the Future of Business (paperback)","description":"\u003cp\u003e \u003cb\u003eUse Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit!\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eCompanies 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003eChanging the Game \u003c\/i\u003ereveals 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. \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003e  \u003cb\u003eIn-game advertising, advergames, adverworlds, and beyond\u003cbr\u003e \u003c\/b\u003e \u003ci\u003eChoose your best marketing opportunities--and avoid the pitfalls \u003c\/i\u003e \u003c\/li\u003e\n\u003cli\u003e  \u003cb\u003eUse gaming to recruit and develop better employees \u003cbr\u003e \u003c\/b\u003e \u003ci\u003eLearn practical lessons from \u003c\/i\u003eAmerica’s Army \u003ci\u003eand other innovative case studies \u003c\/i\u003e \u003c\/li\u003e\n\u003cli\u003e  \u003cb\u003eChannel the passion of your user communities \u003cbr\u003e \u003c\/b\u003e \u003ci\u003eHelp your customers improve your products and services--and have fun doing it \u003c\/i\u003e \u003c\/li\u003e\n\u003cli\u003e  \u003cb\u003eWhat gamers do better than computers, scientists, or governments \u003cbr\u003e \u003c\/b\u003e \u003ci\u003eUse games to solve problems that can’t be solved any other way \u003c\/i\u003e \u003c\/li\u003e \u003c\/ul\u003e","brand":"FT Press","offers":[{"title":"Default Title","offer_id":47026910560496,"sku":"9780132171472","price":29.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780132171472_p0.jpg?v=1763640904","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780132171472","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}