. >> reporter: shani is playing never alone, based on a legend from a group of alas cans that live above the arctic center. in the game they must overcome a series of obstacles that threaten to annihilate her village. >> the game is a collaboration between several native groups using technology to interest a younger generation in their own culture, it introduces that culture to a wider audience >> one day after lunch 3.5 years ago. i'll never forget the moment. sitting with the team, and we said why not video games, why not use the greatest asset we have, our people, stories, culture. >> gloria o'neil is c.e.o. of an organization providing social services to the group. >> we went to the elders, and asked for permission. at first some of the elders like scratching her head going... >> reporter: what's xbox. >> they got it. and they were going "i wonder if this is a little crazy. >> it costs millions. nothing like it has been attempted. there was no guarantor it would make money, a key demand of the board. what if we want to make money. my response was the elders are so good that when we u