Gaming startup Bytro Labs wanted to convince potential investors and merger partners of not only their game developing skills, but their economic expertise, too. So, Serviceplan built the first business report that's also a playable game. Distributed as a simple text file containing Bytro Labs' regular business report, the text was written and formatted in a way that allowed it to function as programme code. Upon changing the file extension from .txt to .html, the business data became programming parameters for a game. This meant recipients didn't have to just read the data, they could consume it as part of an interactive experience. The response rate was a whopping 94%.
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