After much hype, billions of cubes, and over 150 days Peter Molyneux and 22Cans’ experiment has officially come to close. I woke up this morning and found a bunch of tweets claiming that the Curiosity cube was nearing its end. A few minutes after that, all the cubes were destroyed and users were taken inside the cube where they could read all the tweets of people using the hashtag #whatsinsidethecube. I’ve always been pretty impressed with the ballsy way Molyneux handles marketing of his games and this was no exception. The winner (the person who destroyed the last cube), Bryan Henderson from Edinburgh, gets to be the god of Molyneux’s upcoming Kickstarter-funded game, GODUS, and gets a percentage of all the money the game makes.
While some people are mocking this reward, I think it’s fascinating. This is just the sort of bombastic scheme that Molyneux would come up with. Who else would design an app that had tens, or even hundreds, of thousands of users clicking away at little cubes to open up a bigger cube, which had an ad for an upcoming game in it. Even better is the fact that Mr. Henderson will be slightly able to mold the game’s world through his morality choices. This whole experiment makes me want to play GODUS more than any paper, online, and television ad ever could. The interesting thing is, I’m sure I’m not the only one that feels this way.