A way of keeping score as you are accumulating something in the game. That's a very common thing that's in games. We sorta take it for granted that lots of games, especially online or computer games have points. But that's the whole point, if you, well, it's a regular pattern that occurs in many of these games. Similarly, you can level up you can collect resources here I believe these are barrels of oil that you've accumulated that you use to build other more complex things in the game. The game can send you on quests to find missions where the game says, go defeat this enemy, and you'll get certain kinds of rewards. Avatars, showing your character. The social graph showing you your friends, who you can play with or challenge and so forth. These are all, bits and pieces that go to make up this experience that is Empires and Allies. They're not the whole experience. There's a lot more to the game than this. But they are parts of the game that we can pull out and then think about reusing. And the point here with gamification is that we can do this with games. We can look at what are the elements at different levels of the game, but we can also do the same thing for services that are not games.