"The secret’s out.
After several months, the cube has been broken, its digital, gooey center revealed. Curiosity – What’s Inside the Cube? was an experiment in both gaming and social-media marketing conceived by videogame iconoclast Peter Molyneux. The structure of Curiosity was simple: players took turns chipping away at a massive cube in the hopes that they might be the special someone to reach its core. At the heart of the cube was something that was allegedly “life-changingly amazing by any definition.”
On May 26 at 2:22 PM , Edinburgh, Scotland resident Bryan Henderson was revealed as the person to crack the final layer of the mysterious cube. His “life-changing” prize? He becomes God. No, seriously, he gets to be the god of the upcoming (and appropriately named) Godus, a game that Molyneux and his studio 22 Cans, kickstarted last year. Many entered but only one got the glory.
In many ways, Molyneux is now the video-game equivalent of Willy Wonka."
- Maxwell Coviello