A new game on Facebook is the first to highlight the concept of upcycling, where trash is turned into valuable products rather than thrown away. Manhattan-based startup Guerillapps created Trash Tycoon, where players take the role of recycling entrepreneurs. They collect litter in a trash strewn city and upcycle the waste into higher quality, environmentally responsible products. They earn points and can ultimately earn the title of garbage tycoon. The game's trash-tackling premise directly mirrors that of sponsor TerraCycle in the real world .