The Bing name was chosen through focus groups, and Microsoft decided that the name was memorable, short, easy to spell, and that it would function well as a URL around the world. The word would remind people of the sound made during "the moment of discovery and decision making."[17] Microsoft was assisted by branding consultancy Interbrand in their search for the best name for the new search engine.[18] The name also has strong similarity to the word 'bingo', which is used to mean that something sought has been found or realized, as is interjected when winning the game Bingo.