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Molyneux's 50,000 chisel DLC

First title from 22 Cans will be Curiosity, and feature a mysterious cube

Fable creator Peter Molyneux has revealed that the first game from his new studio 22 Cans will feature a 50,000 in-game item.

The game, Curiosity, features a black cube that players chip away at with chisels. All players see the same cube, and each other's effects on it, but only the player who makes the final tap will get to see what's inside it. The 50,000 chisel comes in because players can buy different chisels, with different strengths, for more effective tapping.

"It's an insane amount of money," Molyneux told New Scientist.

"This is not a money-making exercise; it is a test about the psychology of monetisation."

While the money would certainly come in handy for the new developer, Molyneux promises that the chisel is actual an experiment to see if one player, or a collective of players clubbing together, will actually buy the one off item.

The game will launch in a few weeks, and is part of a series of experiments that will go towards the design of another game, that Molyneux expects to release in two years time.

As for all the players that have chipped away at the cube, but didn't get to see what was inside it? That's all part of the experiment.

"We will rely entirely on social media," he said.

"How will this person prove it? That in itself becomes a fascinating aspect of this experiment."

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Latest comments (11)

Jamie Read 3D Artist, Neon Play Ltd4 years ago
It's good to see Mr Molyneux being able to innovate once again after setting up 22 Cans. A crazy idea, yet it makes me what to see what it's really like to have a go.
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People love a pandoras box even if its a McGuffin
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Hugo Trepanier Senior UI Designer, Hibernum4 years ago
The social experiment part of the project seems exciting enough but as a game I'm not sure how this will be very entertaining for players after the first few minutes. I hope they have designed ways to keep people interested and coming back, unless they do expect the game to reach its conclusion in 5 minutes total :)
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Show all comments (11)
Gareth Donaghey Customer Support Agent, Blizzard Entertainment4 years ago
Can see this being a PR fail for them, sorry to say.
For 50k, there better be something truly amazing inside that cube worth that amount or the PR backlash will bury whatever 'science' gleamed from it.
A picture or a video clip won't cut it.

Reminds me of that $1,000 iphone app that did nothing but add a sparkling gem to the iphone display. And nine people bought it worldwide, Apple had to refund them afterwards.
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For 50k, I think this helps put a very nice deposit in Central London. Fiscal Sense before insanity will hopefully pervail . Naturally if the world were to end tomorrow, why not go out in style with a digitally high valued chisel
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DeShaun Zollicoffer Editorial Director, Geek Revolt4 years ago
You'd have to be insane and rich to even think about buying this! Jeez, he wants to see if someone is dumb enough to blow $50,000 on DLC. I can hear Jay Z now after purchasing this on a whim, "What's 50 Grand to a ____ like me, can you please remind me?" I'll make sure to keep an eye out for this experiment.
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Private Industry 4 years ago
I will wait for the Youtube video to see what`s in the box, but thanks for the offer to let me buy a 50k chisel DLC. :)
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Bruce Everiss Marketing Consultant 4 years ago
This is a massive, genius, marketing success.
In the app marketplace visibility is king and it is almost impossible to attain.
Molyneux has created awareness for 22Cans and Curiosity that would have cost millions. He knows exactly what he is doing.

Let's hope the games live up to the hype.
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Aleksi Ranta Product Manager - Hardware 4 years ago
Id buy that chisel for 50K and then sell the knowledge of contents for 60K.
Seems like a fair deal right? :)
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Oliver Birch Director of Marketing, Hothead Games4 years ago
@Bruce why is this marketing genius in the app market place?
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Bruce Everiss Marketing Consultant 4 years ago
@Oliver Birch

In the app marketplace visibility is king and it is almost impossible to attain. Molyneux has created awareness for 22Cans and Curiosity that would have cost millions.
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