The aim of Curiosity is to study interactivity between multiple users - every player works together to chip away at a monstrous cube, layer by layer, to reach a "life-changingly amazing" prize in the centre.
According to the game's competition rules, "the person who removes the last cubelet on the final layer is the winner and will automatically be sent a video link on their device explaining what is at the centre of the cube... the winner is free to do what they wish with this information - they can disseminate the link via social media or keep the content to themselves." Such content cannot be traded for personal monetary gain, however.
Curiosity is the first of 22 games to be released by 22 Cans, which hopes to collect user data and player behaviour. The results will then be used by Molyneux to form the basis of a future game, which will be released in two years' time.