century. >> reporter: they gave them a twist and created electronic cubes that interact with one another and make computer games more personable. >> we used to think when we talked about social games, checkers board games where you sat around and played games with pieces on the table. we think how cubes are social. >> combine what's great about thinking board games with what computers can do in terms of interactivi interactivity. >> reporter: programs sent to the cubes wirelessly, giving them almost endless gaming abilities. >> we think we have a vision or idea that is pretty inexhaustible. >> we think of play as a broad umbrella and the cubes are a system we think is going to be useful both for the entertainment side of play and for the learning side of play. >> reporter: for mthem, making technology with the future in mind is a business and personal goal. >> i want to design the technology that's going to be in the world my child lives in. >> reporter: games that are adopting it to our new style of play. joe carter, cnn. [ thunder rumbles ]