4 of 7
A puzzle site's mind games
A puzzle site's mind games


Landing the URL for SCVNGR involved as much gamesmanship as one of the mobile venture's puzzles.

"I may or may not have created some alternative identities to seed the market with low bids, then pull them at the last minute to create a feeling of desperation in the buyer," founder and "chief ninja" Seth Priebatsch says.

SCVNGR is like a mashup of Foursquare and a scavenger hunt: Players earn rewards for completing challenges at designated spots. Until the creators hit on the idea of a word play on "scavenger hunt," they struggled with the naming dilemma.

The team threw around names like "radius" and "platform," Priebatsch says -- "even weird things like Hylomoma, but that one sounded too much like a disease so we decided against it."

Just like Twitter, Priebatsch hopes he can eventually afford the vowels to complete the word "Scavenger."

"You know, it's complicated -- you've got to spin the wheel and then you need board approval and a notary ... etc," he says. "But after this crazy growth we've had, we're getting close!"

NEXT: Cash on the table buys a brand
Last updated November 23 2010: 12:13 PM ET
Travel startup Hipmunk.com aims to simplify online flight searches. More
Loopt 3.0 allows users to update their locations automatically as they move around. More
Twitter co-founder Evan Williams reveals plans for a profitable future. More
Special Offer

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2015 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2015. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2015 and/or its affiliates.