i heard that Madden '10 has a companion iPhone app. so i'm thinking - What if you could code for the iPhone (bluetooth/wifi) and have it connect to your console (i guess, PS3) and do something with the game as you're playing? here are some ideas: Fallout 3 - it's your real-time Pip-Boy, or even VATS controller. when not connected to the game, it would be full of your Pip-Boy's data, including all the notes you've received, inventory, maps and info about people you've talked to. FPS - it could use an augmented-reality setup to act as night vision goggles, x-ray vision, etc. GTA4 - instead of dialing your cell or receiving calls in-game, you do it via the app on your phone. so when you're driving around in the game, you get a call or SMS while the game is sitting on the seat next to you. just like real life. expand cell phone / camera use in the game. the increased difficulty of driving while texting would teach players important lessons about car safety. MGS4 - manage talking to Otacon / buying weapons and ammo / managing inventory via the app without pausing the game, adding to the stress level. during the time you're dicking around in your pockets, you might get noticed. Wipeout HD / Mario Kart / etc - as you move over powerups, it is displayed as a big button on your phone sitting next to you, and you press it to make it fire. this would enhance the "cockpit" experience. BioShock - more augmented reality. you hold up the phone to your hand, and you see your hand/arm mutated based on whatever plasmid you're using at the time. AT LEAST, it could serve to get rid of the HUD in virtually any game, and add it to games that could use one without interfering with the gameplay. (Far Cry 2) Or, in a better scenario, it could expand the gameplay off-console. all of your gameplay data synced with the studio's servers would make it possible for the game to continue communicating with you, maybe even have you make some decisions that would sync up when you start the game. For example - in any RPG - sometimes, there are too many people to talk to in an area, and you really just want to get things moving. so instead, you have these conversations out of the game - you have the ability to have conversations (essentially via text, or some other metaphor that works in-game) with people in the town that you were in or any place you've been previously. Some guy tells you that he "heard a rumor that raiders are terrorizing towns up north," which is an area you haven't yet explored. it gives you the option to add that quest to your list, and get some more info about it. if the phone gets a real call, it would immediately pause your game. now you go.