While variants of the idea and its use are already in early stages, Scientific American blogger Charles Q. Choi thinks "game-sourcing" could be used to produce meaningful social results, like finding a cure for cancer. The idea is to have gamers work together on a single task, but to "gamify" it: e.g. modify pre-existing games, e.g. World of Warcraft, to include real-world tasks.
Perhaps someday, you might not just be playing Call of Duty; you might also be mapping a protein.