Curiosity: What's Inside the Cube?

Curiosity – What's Inside the Cube? was an experimental video game by Peter Molyneux's studio 22cans. Originally called Curiosity, the game was later renamed to avoid confusion with the Mars rover. The game consisted of a cube that was slowly destroyed by players, with the one player who first reached the centre of the cube promised a "life-changingly amazing" prize. The social experiment ended on 26 May 2013 and was won by Bryan Henderson from Edinburgh, Scotland. The game was met with controversy after the reward – a special role within 22cans' upcoming god game, Godus, and 1% of the revenue earned by that game – ended up being less "life-changing" than claimed, and ultimately nearly nonexistent due to the commercial failure of Godus.