A second example is an internal example and this comes from Microsoft. Microsoft has a big challenge. They put out software like Windows and Office to millions of people in hundreds of different countries and dozens and dozens of different languages. And it's a real challenge to make that software work well. They have a large group of people involved in testing and quality assurance. And the challenge that that test group has, is there's so many people who use Microsoft software in so many places. Even a company as big and well endowed as Microsoft can't necessarily get out there and get people to look at everything thoroughly. Think about it, Windows is in dozens of different languages, and there aren't necessarily localization testing firms in all of those countries that Microsoft could hire even if they wanted to to pour over the text and the dialog boxes and the interface elements in an application like Windows to ensure that there weren't some errors. So what Microsoft's test group did on that case, dealing with localization of Windows was ingenious. They gamified it. The test group lead by a guy named Ross Smith in Microsoft developed a game. This is called the Language Quality Game, which you see here. That was used for Microsoft internally to test localization of Windows 7. So here's an example screen of language quality game. And you see, in the middle here, on the side, a dialogue box in some language. Probably some people viewing this know what language it is, I'm not familiar with the alphabet, but it's certainly not English. They would put this out to Microsoft employees who worked in that country. Not an outside firm they paid, volunteer Microsoft employees. They said look this is a chance to do your part for you company and guess what it's also a chance to compete against other Microsoft offices because as you see there's a leader board here about how many bugs people found you click okay if the dialogue box looks okay but if you see something that looks wrong a term that seems out of place. You click that there's something wrong, and that gets recorded. And what happened was Microsoft Offices started to compete. They said gee, we're going to make our language localization of Windows the best one in the company. And that game-like aspect of this process, even though what it involved was very mind-numbing; sitting and reading dialog boxes. The fact that it was put into a game like framework, a competitive frame work led to very significant results.