“From a corporate perspective, you want to align your brand with organizations that have a good track record but also align closely with your ideals." Turner wanted his gaming company to make money, but he also wanted it to benefit society as a whole. To make this happen, Guerillapps decided to team up with corporations, such as TerraCycle, Carbonfund.org, TreeHugger, and Kraft, who were already encouraging recycling. The company combined their two passions: recycling and gaming and the end result is a product called Trash Tycoon, which integrates real-life recycling with the advancement of the online game.