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For the Win: How Game Thinking Can Revolutionize Your Business (Inglese) Copertina flessibile – 30 ott 2012

4.5 su 5 stelle 2 recensioni clienti

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Recensione

“Video games now have the dubious honour of having inspired their own management craze. Called ‘gamification,’ it aims to take principles from video games and apply them to serious tasks. The latest book on the subject, For the Win, comes from Kevin Werbach and Dan Hunter, from the Wharton Business School and the New York Law School respectively….[T]heir central idea—that the world might be a better place if work was less of a necessary drudge and more of a rewarding experience in itself—is hard to argue with.”
The Economist

“Here's a conversion worthy of a Transformers movie: Take buttoned-down, MBA-toting business professionals and turn them into video game designers. That's the goal of a new book about Gamification, changing behavior of employees and customers by appealing to their sense of fun and their competitive instinct, video game style. The co-author of For the Win: How Game Thinking Can Revolutionize Your Business is Dan Hunter, who runs New York Law School's Institute for Information Law and Society. He says gamification done right is about meaningful competition.”
—David Brancaccio, Marketplace, American Public Radio

“Werbach and Hunter aren’t playing around with this book on how to add the joy of gaming to your enterprise. This is a quick but thoughtful look into the pros and cons of gamification, what works and what doesn't, with plenty of insight into what really motivates and engages customers and employees.”
—Daniel H. Pink, author of Drive and A Whole New Mind

For the Win is a total win! In the 21st century, business must shift from push to pull to get the best out of their employees and to entice their customers. This book brilliantly explains how to design and use gamification techniques to that end. I highly recommend this useful and fun to read book.”
—John Seely Brown, Coauthor of The Power of Pull and A New Culture of Learning; Co-chairman, Deloitte Center for the Edge; Former Chief Scientist, Xerox Corporation and Director of its Palo Alto Research Center (PARC)

“If you want to understand one of the most important trends in business today, go out and buy For the Win. Werbach and Hunter reveal the secrets to powering up your organization through game thinking. Read this book. It's a game changer.”
—Brad Feld, Managing Director, Foundry Group; Co-author of Do More Faster

“If you prefer realism to hype and rationality to bandwagons, this is the gamification book for you. As a work about gamification today, this book is excellent; as a work about gamification tomorrow, it's staggeringly excellent.”
—Richard Bartle, Professor, University of Essex; Creator of MUD1, the first multiplayer online game; Author of Designing Virtual Worlds

“Like gamification, this book is a fusion of human nature and good design. Far and away the best book on the subject, with the most examples and the best intellectual grasp of the topics.”
—Bing Gordon, Partner, Kleiner Perkins Caufield & Byers; former Chief Creative Officer, Electronic Arts

“Every business executive, small business owner and public servant should read this book; the public and private benefits would be enormous. I’m not kidding. If you’re even half as blown away as I was by For the Win, it’ll be your best book purchase of the year. Applying ‘game thinking’ to everyday life might just change… well, everything. Read the book and you’ll see what I mean.”
—Jessica Mulligan, Online game pioneer and co-founder, Themis Group

For the Win is the perfect title, because businesses that understand these techniques will be the standout winners in their markets. Do yourself a favor and read this deep yet practical guide before your competitors do.”
—Rajat Paharia, Founder and Chief Product Officer, Bunchball

“A wonderfully written, funny, and timely work. Should be required reading for anyone pursing a modern undertaking utilizing these concepts. As the concept of ‘gamifying’ continues to grow, the importance of this text will continue to emerge.”
—Professor Andrew Phelps, Director, School of Interactive Games & Media, Rochester Institute of Technology

For the Win hits a home run in illustrating the business value of gamification for both small and large companies across the globe."
—Kris Duggan, CEO, Badgeville

“An entertaining and immensely practical guide to this rich managerial opportunity.”
—Philip Evans, Senior Partner, Managing Director, and BCG Fellow, Boston Consulting Group; co-author of Blown to Bits

“In For the Win, Werbach and Hunter eloquently and practically explain how to apply one of the most important shifts in our cognitive models.”
—Joichi Ito, Director, MIT Media Lab

For the Win is the smartest book written on the practical potential of gamification. With eyes wide open to both the promise and the risks inherent in yoking business practices to the power of play, Hunter and Werbach may have singlehandedly saved gamification from collapsing
under the weight of its own hype."
—Julian Dibbell, author of Play Money and My Tiny Life

L'autore

Kevin Werbach is an associate professor of legal studies and business ethics at The Wharton School, University of Pennsylvania. He is also the founder of the Supernova Group, a technology analysis and consulting firm. He co-led the review of the Federal Communications Commission for the Obama-Biden Transition Project. Called “one of the few policy wonks who really got it” by Wired, he helped develop the United States Government’s e-commerce policy, shaped the FCC's approach to Internet issues, and authored Digital Tornado, the first comprehensive analysis of the implications of the Internet. A sought-after speaker and commentator, Werbach appears frequently in print and broadcast media including CNN, CNBC, NPR, ABC News, USA Today, The New York Times, The Wall Street Journal, and The Washington Post. His writing has appeared in Harvard Business Review, Fortune, The Industry Standard, The Philadelphia Inquirer, and Slate, among other publications. He blogs at http://werblog.com and tweets at @kwerb.

Dan Hunter is an expert in internet law, intellectual property, and the application of games to public policy arenas. He is a professor of law at New York Law School and the director of the school’s Institute for Information Law & Policy. He is also an adjunct associate professor of legal studies at The Wharton School, University of Pennsylvania. His research has appeared in journals such as the California Law Review, the Texas Law Review, the William & Mary Law Review, and the Journal of Legal Education. Hunter is a judge for the resolution of domain name disputes for the World Intellectual Property Organization, and is on the editorial board of numerous journals. He was one of the first scholars to examine the social significance of virtual worlds, and he co-founded the scholarly blog Terra Nova (terranova.blogs.com).

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Dettagli prodotto

  • Copertina flessibile: 144 pagine
  • Editore: Wharton Digital Press (30 ottobre 2012)
  • Lingua: Inglese
  • ISBN-10: 1613630239
  • ISBN-13: 978-1613630235
  • Peso di spedizione: 249 g
  • Media recensioni: 4.5 su 5 stelle  Visualizza tutte le recensioni (2 recensioni clienti)
  • Posizione nella classifica Bestseller di Amazon:
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Di emazib RECENSORE TOP 500 il 31 agosto 2013
Formato: Formato Kindle Acquisto verificato
Libro pubblicato dai docenti del MOOC Gamification sul portale Coursera. In attesa che parta il corso, ho letto questo testo consigliato che elenca gli strumenti necessari per la progettazione di interventi con il gioco, verso quelle attività che gioco non sono.

Tra i capitoli più interessanti quello sulla motivazione intrinseca ed estrinseca nel quale si puntualizza come il premio per il raggiungimento dell'obiettivo sia spesso superfluo, anzi dannoso. Il gioco, per sua stessa natura, ha una connotazione motivazionale intrinseca (durante i miei studi di psicologia dello sport si diceva "primaria"), quindi, la difficoltà nel progettazione, sta proprio nel rendere intrinseco ciò che normalmente è estrinseco o assente o, almeno, avvicinarsi il più possibile al coinvolgimento motivazionale profondo del soggetto a cui è proposto. Non vanno leggeri gli autori con la modalità "behaviorista" che ancora impera, sia in campo educativo, sia in quello che vorrebbe essere "gamification" ed invece è solo "pointsification", come spesso si vede in alcuni portali che elargiscono punti e badges allo scopo di attirare utenza.

La progettazione non è per niente semplice: bisogna conoscere la teoria del gioco e le sue dinamiche, sapere individuare e conoscere i target, usare gli strumenti in modo appropriato e sperare che tutto funzioni. Si può provare.

Il capitolo finale dà anche indicazioni utili di natura legale e normativa.
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Formato: Formato Kindle Acquisto verificato
Ho scoperto questo libro dopo essermi iscritto al corso "Gamification" su Coursera tenuto dal professor Werbach e devo dire che ad ogni pagina ho scoperto di conoscere già, inconsciamente, quello che veniva affermato, ma di non esseremi mai soffermato ad analizzarne le dinamiche. E' una sorta di epifania continua. Un ottimo esempio di libro per acquisire consapevolezza degli atteggiamenti che diamo per scontati e per utilizzarli al meglio.
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Le recensioni clienti più utili su Amazon.com (beta)

Amazon.com: 4.4 su 5 stelle 88 recensioni
20 di 21 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle Revolutionize your business by using game thinking ! 1 novembre 2012
Di Caufrier Frederic - Pubblicato su Amazon.com
Formato: Copertina flessibile
I am kind of biased here as I was one of the 8000 students of Kevin Werbach's online course on Coursera (Gamification 2012) who got the certification. The online course itself was excellent and very much engaging. Certainly highly recommended!

The book start with a general introduction and builds up by asking the question if gamification is right for your business challenge (following four core questions):
- Motivation: Where would you derive value from encouraging behavior?
- Meaningful choices: Are your target activities sufficiently interesting?
- Structure: Can the desired behaviors be modeled through a set of algorithms?
- Potential conflicts: Can the game avoid conflicts with existing motivational structures?

It continues on what makes gamification work - what motivates? Furthermore it explores game elements like the classic PBL triad (points, badges and leaderboards) in all its details.

The book continues with a very clear framework on how to create a gamified system. Having worked out myself a business model following this six steps framework, I can gladly say it does makes sense to follow these steps to get actual results rather fast.

A nice chapter on possible pitfalls is added at the very end.

This book "For the Win" delivers nicely as a good introduction on the interesting topic of gamification. Keep in mind it is actually only 100 pages about, so when expecting an in-depth look into gamification you will need to look elsewhere. Despite being short (in pages) it does cover the concepts of gamification very nicely.

A great introduction!

Contents:

Introduction: Why can't business be fun?
Level 1: Getting into the Game: An introduction to gamification.
Level 2: Game Thinking: Learning to think like a game designer.
Level 3: Why Games Work: The rules of motivation.
Level 4: The Gamification Toolkit: Game elements.
Level 5: Game Changer: Six steps to gamification.
Level 6: Epic fails: And how to avoid them.
Endgame: In conclusion
Acknowledgements
Glossary
Additional resources
About the authors
16 di 17 persone hanno trovato utile la seguente recensione
3.0 su 5 stelle How game thinking should revolutionize your writing 7 novembre 2013
Di Allen Baird - Pubblicato su Amazon.com
Formato: Copertina flessibile
For The Win has many superior features. For someone, like me, who is relatively new to the topic, it serves to break the ice and make initial introductions. It is easy to read in the sense that it contains almost nothing in the form of high-level geek speak or business jargon. The inclusion of a glossary was a superb idea.

The authors are careful not to present gamification as a magic potion for every business ill (p. 43). They are clear in their definitions of what gamification is (p. 26, 36) and isn't (i.e. building a game - 27/8). They insist that a certain type of game thinking lies at the basis of successful gamification projects, not just a throwing in of a lot of game elements ('PBLs'). This game thinking is hard work, as much an art as a science.

Werbach and Hunter are explicit and brutal on what gamification can become at its worst ('pointsification' - 105-7). "Don't think of gamification as a cheap marketing trick: think of it as a deep and subtle engagement technique. A substantial percentage of the gamificatione exmaples in the wild today are just pointsification." (107)

But, I'm left wondering, with all these qualifications, is gamification that revolutionary after all? Well, it turns out, gamificaiton "may" turn out to be revolutionary, although it is at least fascinating (13). OK, so I admire their honesty, but my initial enthusiasm is somewhat dampened. This doubles when I learn that "some examples of gamification are only game-like in the vaguest sense." (40) Their "impact varies" (45).

As they put it, "If gamification is just a gloss on existing marketing or management practices, or traditional rewards in shiny packages, it won't produce any added value." (11) True story. If we are to avoid this and use ganification successfully, we must attain an understanding of both game design and business techniques (9, 124). It is rare for someone to possess both skill-sets.

There's enough familiarity here to stop me feeling completely out of my depth. I play some games. I know Richard Bartle's four player types (92) and Nicole Lazzaro's four kinds of fun (98). As someone interested in game studies, I've read the works of James P Carse (38) and Johan Huizinga (39). Perhaps the best chapter/level is 4, on motivation, where the authors cover my main men Mihaly Csikszentmihalyi and Daniel Pink, whoop whoop!

So what's my problem? Why only three stars?

The book is dull, dull, dull. Its authors are academics, professors of law no less, and it shows. They've made some attempt to sex up their book by 'gamifying' each chapter, so that Chapter 1 represents Level One etc. Epic fail. The tone is one of seriosity, not play. Thankfully, since For The Win is a slim work, reading it is made bearable.

Some of its throwaway comments sound funny peculiar to me, perhaps explaining the lack of funny ha ha. For example:

"The essence of games isn't entertainment...it's a fusion of human nature and skilful design." (p.9)

False dichotomy, surely?

"The aspects of games that make them fun, addicting, challenging, and emotionally resonant can't be reduced to a list of components or step-by-step instructions." (p. 29)

Then why write a book the bulk of which consists of lists (chapter/level 4) and steps (chapter/level 5)? It may be that the best material in the book are the lists, such as the list of reasons why businesses should consider gamification (30), the list of areas where gamification can help satisfy business needs (44), or the list of lessons about feedback (65-6).

"Your players aren't there to escape from your product into a fantasy world; they are there to engage more deeply with your product or business or objective...[Yet] somehow, magically, it still [feels] like a game." (p. 29)

Aren't fantasy and magic kind of the same thing? Isn't a game "what happens in the magic circle"? (p. 39). And, since reading is a type of play, doesn't designing a book as much as designing a game require a little bit of magic too? But reading For The Win feels like reading a watered-down textbook for analogue undergrads, not an invitation to experiment and explore.

But it's a start, I suppose.
9 di 10 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle How to make business processes more engaging 30 ottobre 2012
Di John Gibbs - Pubblicato su Amazon.com
Formato: Copertina flessibile
A well-designed game is a guided missile to the motivational heart of the human psyche, and the lessons that games can teach can be valuable tools in addressing serious business pursuits like marketing, productivity enhancement, innovation, customer engagement, human resources and sustainability, according to Kevin Werbach and Dan Hunter in this book.

At the simplest level, gamification is about reverse-engineering games to discover what makes them so compelling, and then devising ways of applying those compelling features to enhance motivation in a business environment. Game elements which are explained in the book include:

* Dynamics: constraints, emotions, narrative, progression and relationships
* Mechanics: challenges, chance, competition, cooperation, feedback, resource acquisition, rewards, transactions, turns and win states
* Components: achievements, avatars, badges, boss fights, collections, combat, content unlocking, gifting, leaderboards, levels, points, quests, teams and virtual goods

The book does not provide sure-fire techniques for making the workplace compelling using gamification; instead, it outlines a range of tools and leaves to the reader the difficult design process of applying them to a business environment in a way which will increase engagement without negative side-effects. The authors recommend that the design process start with defining business objectives and target behaviours, and work from there to apply a suitable range of game elements to business processes, using a process of trial-and-error to optimise the results. There are of course plenty of things that can go horribly wrong, and a whole chapter is devoted to epic fails and how to avoid them.

True to the design of many computer games, the book is written in Levels rather than Chapters. The early levels are simple, and subsequent ones introduce more complexity. Unfortunately they read just like chapters to me, and the experience of reading the book was not quite a white-knuckled gaming experience. Nonetheless, the authors are undoubtedly correct when they say that gamification is going to become an increasingly important part of business, and this book provides a very useful introduction to that subject.
1 di 1 persone hanno trovato utile la seguente recensione
4.0 su 5 stelle Solid discussion of the factors involved in raising customer and associate engagement 4 gennaio 2013
Di Mark P. McDonald - Pubblicato su Amazon.com
Formato: Copertina flessibile Acquisto verificato
For the Win was recommended to me by one of the case studies in the book, not because he wanted to highlight his experience but because he believed that the book is a must read for people interested in gamification. He was right, not just about his own case but about the value of this book. Gamification is a popular term building on the ideas initially popularized by Jane McGonigal's book "Reality is Broken"/

Werbach and Hunter provide a strong and actionable description of gamification principles, actions and designs. This book is recommended for anyone looking to go beyond the idea of gamification and start to raise engagement by adding game thinking and elements to their processes, products and services.

The book reflects Werbach and Hunter's experience leading the first course on gamification at the Wharton School.

Overall, a good read one that helps build your experience and knowledge about gaming principles, practices and elements. The book is concise (126 pages), action oriented and informative. Its not a five star book, because it does not go that one extra step from understanding ideas to putting them into action.
5 di 5 persone hanno trovato utile la seguente recensione
3.0 su 5 stelle Quick introduction 9 gennaio 2014
Di Eclectic Reader - Pubblicato su Amazon.com
Formato: Formato Kindle Acquisto verificato
If you know nothing about gamification, and want a quick discussion of the topic, this book could be for you. It will start you thinking about how the techniques might help you achieve your goals.