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It’s easy to underestimate the power of games. However, challenges and rewards are effective tools for driving consumer loyalty and engagement. Press Start not only provides fascinating insights into this process, it also functions as an accessible and engaging guide to success.
― Nir Eyal, bestselling author of Hooked and Indistractable
Fascinating. A must-read for anyone interested in applying gamification to marketing. I have been waiting for a book like this for a long time, and it’s finally here.
― Jonah Berger, Associate Professor of Marketing at Wharton, University of Pennsylvania and author of Contagious: Why Things Catch On
In a rapidly changing marketing ecosystem, you should learn from the best.
Daniel Griffin is a UK-based marketing professional and writer. Dan has over ten years experience in digital and customer-led marketing, and has built a reputation for leading innovation and change in both B2B and B2C companies like Amazon, Ashridge/Hult Business School, and the numerous small businesses and charities he has consulted for over the years. As an avid online gamer, Dan became interested in the way games to motivate us and has since combined this research with his own training in consumer psychology. He now wants to share his insights with others, particularly with small businesses that could thoughtfully apply gamification principles to build better, stronger relationships with their customers – and get an edge over their competition.
Albert started aeStranger.com, as a Creative Consultant, based in the Netherlands. His expertise lies specifically in narrative and visual entertainment/storytelling. With these skills and knowledge, he helps businesses, educational institutions, and other corporate environments to better improve team cooperation and develop deeper, more meaningful learning through the use of narrative and gameful design techniques. Before starting aeStranger, Albert worked several years as a media producer, team-building facilitator and a freelance filmmaker in Europe and the UK. After a successful career helping business schools, businesses, upcoming and established, as well as music and film talents, Albert now aids and helps these various institutions and individuals with delivering better learning experiences for their teams and clients.
Fellow industry professionals who have read this book want to tell you about it
“For serious marketers only! If you are looking to integrate gamification into your marketing strategy, well, you’ve come to the right place. This is the bible. Finally a truly strategic approach to an often-times misunderstood practice.”
“Marketing gamification is one of the best-kept business secrets of our time. Press Start is the insight-packed roadmap every marketer needs to unlock commercial rewards from gameplay in solving real-world customer problems.”
“Press Start is a particularly insightful book and easy read for anyone interested in game mechanics. Van der Meer and Griffin turn industry jargon into a practical and useful framework that can be applied to a multitude of business challenges right away.”
“Press Start provides thoughtful insight into the psychology of customer engagement, with a focus on how lessons from the world of games can generate ongoing customer loyalty. The book is a well-written, entertaining blueprint for marketers who would like to understand the opportunities f gamification, but also need to understand the pitfalls of bad game design. It is of particular relevance for marketers seeking to build on-going, multi-round, long term customer relationships with their customers.”
“Play has created strong communities since the dawn of mankind. This ground breaking book elegantly builds upon philosopher Huizinga’s concept of purposeful play and seamlessly links it to neurobiological research, motivational theory and consumer behaviour. In this thoughtful and well-researched book, the authors have masterfully blended accessible theory with practical advice which will help the reader develop their own, detailed marketing gamification strategy.”
“Press Start upends conventional thinking in marketing and goes a step further – hacking directly into aspects of human motivation and psychology to provide a genuinely revolutionary path to customer connection. Gamification is a megatrend that will soon be a determining factor in the success of marketing firms, and this is the ur-text to kick-start your gamification strategy.”
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“Whether you are an experienced marketer or just starting out on your career, Press Start provides a useful overview of the fundamental principles of marketing – from Maslow’s Hierarchy and the core motivational levers, to the modern complexity of human behaviour and a new tier of human needs. With tried and tested case studies Press Start will set your goals and metrics, build a business case and develop your own marketing gamification strategy.”
“For anyone wanting to understand, apply and implement gamification when it comes to marketing, read this book. Dan and Albert leave no stone unturned, analysing motivation and psychological theories, providing real-life case studies, stories and principles., whilst providing you with a toolkit to design your own gamification solution to allow you to better connect with your clients and potential customers.”
When we looked at the current guidance on gamification, we found tonnes of material on gamification theory and examinations of well-established case studies focused on HR, learning and product development best practices. What we struggled to find though was a practical guide to implement all this theory, or any material focused solely on how to apply gamification to marketing – one of its most powerful applications!
This is why we decided to write this book: An actionable, non-jargon (we tried anyway) guide to boosting your marketing with one of the most powerful psychological models that can be applied to almost any business. This is a practical book for marketers and gamification professionals, written by a marketer and a gamification professional.
Click the buttons below to get a rundown of each section:
We start the book off by explaining what gamification is (and what it isn’t), its history, and why it’s important. If you’re new to gamification then this will be vital reading to understand the basic principles and terminology that we will be relying on throughout the book. If you’re an old hand at gamification, consider this good revision and an insight into our own perspectives on what gamification means to marketers.
Once we’ve agreed on what gamification is, the next section looks in-depth at why it works. We cover a lot of psychological theories here (and skip over even more entirely for the sake of brevity) to make sure that you understand the basics of why humans are motivated to act the way they do, and how individuals prioritise their motivations (both consciously and unconsciously). We aim to take you on a quick journey through human evolution and how it has shaped us into the irrational thinkers we are today.
Theory out of the way, this section starts to break down the different motivational factors that will influence your customers and how you can develop gamification solutions around them. Each chapter will examine one motivational lever (purpose, mastery, autonomy, etc), and discuss the various game techniques you can utilise to impact it. We also cover some of the weaknesses and traps that you can encounter when trying to implement game mechanics to each specific motivator.
Finally, we walk you step by step through building your own gamification solution. We guide you through setting goals, identifying gamification use cases, segmenting your customers/players, designing the gamification solution itself, and measuring the impacts of your solution. We also refresh your memory of some of the bigger problems you could encounter when implementing gamification and how you can hopefully avoid them.