Providing tasks to users during electronic game play

Techniques are described for facilitating performance of tasks by users in a computer game environment. In some situations, the techniques include automated operations of a system that receives multiple tasks from a task fulfillment system, provides the multiple tasks to multiple users as part of playing an electronic game, receives results of performance of the tasks by the users as part of the game playing, sends the task performance results to the task fulfillment system, receives and retains monetary compensation for the performance of the tasks, and provides non-monetary virtual rewards to the multiple users for the performance of the provided multiple tasks. The non-monetary virtual rewards may be rewards that are part of the electronic game and are usable by the multiple users as part of the playing of the electronic game.