Illusion Labs was started a year ago by Carl Loodberg and Andreas Alptun, who had worked together at another Swedish company called TAT, designing software for companies including Samsung and Nvidia.
The first game they developed has become one of the most popular pieces of software for the iPhone. The game is called Labyrinth, a digital update to the old wooden box on which you maneuver a small silver ball through a maze while avoiding cut-out holes the ball could plunge into. The game, which is available for free from Apple's iTunes, is being downloaded 80,000 times a day to date.
Illusion Labs has now designed a game called iPint for Carling beer, with the London-based ad agency Beattie McGuiness Bungay. In iPint, an iPhone user tilts her phone to guide a beer down a bar through a variety of obstacles and into a waiting hand. Once the beer arrives at its destination, the screen changes into a pint glass with Carling's logo on it. It then fills up with a virtual beer, which disappears when the phone is tilted to simulate drinking from a glass.
Whilst no detail has been released on how much the company was paid for the development of this application, it does open up an exciting new channel and offers insights into other innovative ways for software developers to monetise their skills in a fun and meaningful way.