The concept that software is released once and expected to work flawlessly without updates is dead. Whether it is a game, a phone's OS, or social media, the hallmark of good software is something that provides incremental value but continues to improve, always. We are not encouraging the release of broken or useless software. Instead, we are encouraging software to be released often so that it will continue to provide incremental value and become refined over time. This development pattern has bled from business software development into game development. Players are no longer just mindless consumers, players are the stakeholders in this brave new world.