Press start: Using gamification to power-up your marketing

Recommended by: Kallol Das
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Content:

Section 1: Theory; Chapter 1: What is gamification?; Asking the experts: 'What is gamification?'; Before we begin: What is a game?; Warning: When a game isn't a game; What are game elements?; What is game design?; What are non-game contexts?; What isn't gamification?; Finally, what is gamification then?; Summary: Chapter 1; Chapter 2: The rise of games; The dawn of games; The changing landscape of games and gamers; Summary: Chapter 2 Chapter 3: The power behind gamesControl, structure and escapism; Knowledge as an immersive hook; Community and self-empowerment for your customers; Communities and communal narratives for your brand; Summary: Chapter 3; Chapter 4: The biology of motivation; Are you smarter than a rat?; Are you smarter than a dog?; Are you smarter than yesterday?; We're all obsessive, in some form; You versus the wizard; Dopamine and gamification; Summary: Chapter 4; Chapter 5: The evolution of human needs; Understanding our basic motivators; Physiological needs; Safety and shelter; Intimacy We are still animals at heartGreater than their sum: Community motivators; Give and take: Socio-economic motivators; Expectancy theory; The endowment effect; The missing piece; Summary: Chapter 5; Chapter 6: Motivation in a developed world; Motivation and Maslow's hierarchy of needs; Making self-actualisation less 'fluffy'; Connecting drives, habits and rewards; Linking to marketing-gamification; Summary: Chapter 6; Section 2: Tools; Chapter 7: Building your tower
The staircase of Purpose; What is purpose in gamification? How does it motivate?; One step at a time; When purpose succeeds Purpose game mechanicsWhere can purpose fail?; Summary: Chapter 7; Chapter 8: Building your tower
The gateways of Mastery; What is mastery in relation to gamification?; Mastery game mechanics; Where can mastery fail?; Summary: Chapter 8; Chapter 9: Building your tower
The passages of Autonomy; What is autonomy and how does it motivate?; Autonomy and gamification; Autonomy game mechanics; Where can autonomy fail?; Balancing the use of autonomy; Summary: Chapter 9; Chapter 10: Building your tower
The mirrors and windows of Esteem; What is esteem in relation to gamification? Calculating the value of esteemEsteem game mechanics; Where can esteem fail?; Summary: Chapter 10; Chapter 11: Building your tower
The chambers of Belonging; What is belonging in relation to gamification?; Wanted: Someone just like me; Three phases to belonging: seeking, building, comparing; Belonging game mechanics; Where can belonging fail?; Summary: Chapter 11; Chapter 12: Building your tower
The parapets of safety and physiological needs; Value versus risk: the double-edged sword of safety in gamification; Perceived value; Randomness and transparency