Benefits To Google
The game was not designed simply for fun; it was also a way for Google to ensure that its keywords were matched to correct images. Each matched word was supposed to help Google to build an accurate database used when using the Google Image Search.
Without human tagging of images, Google Images search has in the past relied on the filename of the image. For example, a photo that is captioned "Portrait of Bill Gates" might have "Bill Gates" associated as a possible search term. The Google Image Labeler relied on humans that tag the meaning or content of the image, rather than its context looking on at where the image was used. By storing more information about the image, Google stores more possible avenues of discovering the image in response to a user's search.
Read more about this topic: Google Image Labeler
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