Yuga suggests that Sheila Paul’s (Level-Up!’s COO in Manila) claim that people "going beyond the bounds of game rules … is becoming beneficial for everyone" really means: it’s beneficial for Level-Up!.

But that seems a bit too dismissive.  If you want to grasp this concept better, go watch and listen to the video Loic Le Meur posted a few days ago of Joi Ito and him discussing (while in Helsinki of all places) online games.

There are interesting lessons being taught to the military and businesses about communication methodologies & technologies, socialization issues, and real-time coordination and synchronization of tasks undertaken by geographically dispersed groups trying to achieve strategic objectives.

I know that’s a mouth full - but it’s hard to describe. He talks too of personal benefits. 

So let’s see: military, businesses, personal, groups, Level-Up! itself.  Yep, I’d say "beneficial for everyone" might be appropriate.