Milton Bradley (1836 - 1911) is often considered to be the pioneer of the board game industry in the United States. He ran the Milton Bradley Company, now a subsidiary of Hasbro, and first released a board game, The Checkered Game of Life, in 1960. This game involved players spinning a teetotum (gambling spinningtp) to advance to corresponding squares, which represented social virtues or vices. The winner was whoever was first to accumulate one hundred points. Bradley's game was the first to define success in terms of personal virtues as a means to an end rather than end in themselves, reflecting the growing importance of personal wealth after the Civil War.