Let’s be honest. The world of video game consoles, though not as crowded as it used to be, is still pretty well-saturated when thinking of traditional devices. Between PlayStation, Xbox (for now), Nintendo, PC, and Mobile, there’s really not too much space left for traditional competitors.
Heck, even the newest version of the Steam Machine, which will assuredly be great, kind of feels like a “Who is this for?” type of situation since everyone is already playing modern video games on their preferred platform of choosing.
So how do you make your mark on the gaming world in 2026 in the console/device space? Well, you zig when everyone else is zagging. This strategy has (mostly) worked for Nintendo throughout their history, as they’ve been the big player most willing to take major swings in form factor. Still, they really remain a standard console maker at the end of the day.
Enter the Rubik’s WOWCube, the latest, most impressively high-tech iteration of the OG Rubik’s Cube that we all ubiquitously know, which was invented in 1974 and became a pop-culture phenomenon for generations.
Back in December of 2025, I was in Los Angeles for The Game Awards and related events, including sitting down with Napoleon Smith, the CMO of the WOWCube. After going hands-on with the WOWCube in this setting, then getting my own unit to demo at home, I’m ready to tell you more about it.
What Is the WOWCube?
First and foremost, the Rubik’s WOWCube is simply a cool piece of tech. It’s a 2×2 cube with gyro and touch functionality, where each section of the cube is also a dedicated screen. In total, eight separate 1×1 cubes make up the WOWCube, each with its own processor and innards that sync/communicate with the rest.
Inherently, it is simply cool, which Smith was sure to discuss with me as well, recalling numerous stories of the WOWCube being a conversation starter at his desk, or even in more public settings like a bar or restaurant.
After getting my own unit, I believe it. I’ve shown the WOWCube to several people, and the reaction is typically something along the lines of, “Wait… what is that thing?” If you have the WOWCube in anyone’s line of sight, prepare to be asked about it.
What’s arguably cooler is the backstory of the WOWCube. The concept to take an OG Rubik’s Cube and do something more modern with it actually came from a 12-year-old boy in Russia in 2016 named Savva Oispov. His inventor/engineer father, Ilya, then got to work on building a workable model of Savva’s idea.
Fast forward several years of development, show floor demos, meetings, and an eventual, full-fledged partnership with Rubik’s themselves, and the WOWCube was able to hit the mass market in the current iteration that you can buy for yourself today.
As a former kid myself that always felt like he had cool ideas but nothing to do with them, Savva’s WOWCube story was one that resonated with me, and it’s truly amazing that his dream device as a child is now out there in the real world.
Who Is The WOWCube For?
So, who is the device actually for then? When speaking to Smith, he told me that he truly believes it has appeal to everyone. It was initially thought-up by a child, sure, but the practical applications do now extend to an seemingly ageless audience.
If you’re getting one for a kiddo, the WOWCube is STEM-certified, which is a huge badge of honor that the company wears proudly. The device promotes creative thinking and problem-solving nearly nonstop, so it really is a cool, unique tool for learning in general.
It’s got games designed around the twisting nature of the device (which I must point out has a ridiculously satisfying and tactile click/sound as you maneuver it around), but also everyday use-cases for those that aren’t even interested in gaming at all.
Connected to my WiFi and then linked with a very user-friendly app on my phone, the WOWCube starts to then show its hand as being a nifty desk/side table mainstay that you can glance at to check a notification, or to see what the weather might be doing outside.
Of course, features like this aren’t earth-shattering, but I liken it to when I first got a smart watch. Did I need another device on my wrist to tell me things that my phone already could too? Of course not. But was it cool? Yeah, absolutely.
This is where the WOWCube then kind of lives. The device is listed at $499, but an automatically applied coupon code on the WOWCube website drops it down instantly to $399 when you go to purchase.
If you’re getting one for a kiddo, the WOWCube is STEM-certified, which is a huge badge of honor that the company wears proudly.
This isn’t cheap, and I know times are hard for many out there. But if you’re someone that’s perhaps already set with other consoles and devices, or is even wanting to gift someone a gadget they’ve never seen before, the WOWCube is worth a look.
When talking to Smith a couple weeks before Christmas, he told me that his dream is that the Rubik’s WOWCube would be something that people are truly excited to unwrap. This is a really nice sentiment, and though the holiday season has already come and gone, this same mentality extends year-round.
The Games
As a gaming entertainment system, we obviously need to talk about the games that are currently available on the Rubik’s WOWCube. All can be purchased/redeemed through the WOWCube app you’ll download to your phone, then managed via the same app from there.
There’s a pretty wide array, from things like officially-licensed versions of Space Invaders and mobile game classic Cut The Rope (and Cut The Pizza), as well as plenty of in-house designed experiences as well.
The ability to develop for the WOWCube is also totally free (and encouraged), with access to the devkit available for anyone on the product’s website. I can’t even personally begin to wrap my head around making a game for the device myself, but it’s insanely cool that those smarter than I am can jump in and start developing for the Cube immediately, if they’re curious.
The fact that the WOWCube twists and turns like a regular Rubik’s Cube, of course, makes these games feel different than any other version of the available titles that you’ve perhaps experienced before. Cut The Rope now functions on a six-sided cube, so you have to physically twist the device around to ultimately lead the piece of candy to our little, green friend.
I’ve never been great at Rubik’s cubes in general myself, so I had a learning curve to adapt to for many games. Still, everything is easy to understand at its core, and I enjoyed having to, say, wrap my brain around Sudoku in cube format as opposed to the traditional flat-surface version.
Smith was sure to tell me that the goal of the WOWCube isn’t to compete with the regular video game consoles, and you will feel that when you interact with the games here. No, you aren’t going to pour hundreds of hours into a photo-realistic RPG on the WOWCube. But what you will have are cool experiences on a device full of bite-sized, arcade-y games that you can pick up and mess around with whenever you like.
The Apps
From a fish aquarium to a snow globe, photo collage maker, chess timer, notification and quick information hub, and genuinely much more, the WOWCube does also offer a lot of utility outside of gaming.
I actually really do enjoy simply having it sit on my end table next to my bed, which (at the displeasure of my posture/spine) is typically where I do most of my work. As a writer/editor, I actually find it really helpful for me specifically whenever I need a quick break to clear my head.
Writer’s block is real, and I know the same sort of idea applies to other occupations as well. Sometimes, you just need to get the old noggin juices flowing in some other sort of way when you’ve been staring at a laptop screen for hours on end.
This is the pocket that the WOWCube lives in for me. And while I understand that this may feel like a luxury you don’t necessarily need to invest in, I do enjoy having one of my own. I’ve mentioned the tactile feel of spinning the device’s pieces around. There really is just something about it.
I’ve never been a fidget-toy kind of guy, and to label the WOWCube as one is selling it massively short, obviously. But I’d still be remiss if I didn’t mention that sometimes, simply picking the thing up and moving it around for a few minutes helps ground me and decompress for a bit.
Personal mileage will vary with this, but just as something to put your hands on besides a phone or keyboard, the WOWCube has a lot of utility for me.
The Additional Details
The WOWCube is marketed as scratch and drop-resistant, which is something I’m just willing to take their word on myself. I didn’t have the heart to do any sort of drop tests, nor have I accidentally dropped or scuffed it up yet myself.
Still, these features are important for any parents buying for rowdy kiddos, or simply for some of the more clumsy among us (which really is typically me, I’ve just gotten lucky so far). If you want some extra protection, however, you can also buy protective pads in the color of your choice to line the edges of the Cube with.
There’s also a hard shell case for those that want to safely and securely travel with the device, which I’m assuming many will want to do. I mean, you want to show off at least a little bit, right?
Aside from those optional additional purchases, the WOWCube comes standard with a charging stand and power brick. The charging stand glows various colors as the Cube is docked, doubling as a fancy night light.
I will say that I find the base a little finicky, as it’s not just a flat surface that you place the WOWCube on to charge. Instead, it has a sort of fin that sticks up in the middle of the base, which you then must coax between the middle section of the WOWCube itself. This is obviously safe and how the base is designed, but I just don’t love feeling like I’m wedging something between the panels of the Cube.
The Verdict
So, is the Rubik’s WOWCube for you? Well, that’s something only you can really answer. No, it’s not a necessary piece of tech, and it’s certainly not going to replace any of your other gaming systems or smart devices.
I will also say that the gyro and functionality of the WOWCube at a base level took me some time to get used to. You can’t just tap and select a feature on the Cube to launch into, but instead must rotate the device in such a way that a cursor lands on your app of choice before launching into it.
Things like this are a little cumbersome, I can’t lie. Still, at the end of the day, and after you’ve gotten yourself up to speed with the WOWCube, it does feel intuitive and interesting consistently.
I’m glad I have one, but won’t blame anyone if they take a look at the price tag and what’s on offer here and think their money might be better spent elsewhere. Trust me, I get it.
But the Rubik’s WOWCube really is a fun, unique, quirky device that I’m glad I’ve gotten ahold of. I’m excited to continue testing out all the games and features, and also excited to see what new creators can do with the open devkit.
If you’re in the market for a cool piece of tech that’s unlike anything you’ve experienced before and can handle the investment, the Rubik’s WOWCube is a great option to look into. It does have a bit of the “you have to try it to understand it” vibe to it, but it clicks quickly after going hands-on.
