Isaac Newton's Gravity

You have to admit, Isaac Newton's Gravity pushes the boundaries of celebrity endorsement.

Though we're all used to seeing failed pop stars and reality TV has-beens slapping their faces on everything from washing up liquid to car insurance, gaming endorsements rarely venture beyond plain old sports star certification.

Picking a giant of science who happens to be dead and so therefore can't contest his advocacy is certainly a unique tactic, although describing one of the smartest minds ever to grace this planet as a 'celebrity' is like calling The X Factor a talent contest.

Newton's affiliation - going so far as to feature Sir Isaac himself in chirpy, tips-giving avatar form - is an entirely obvious one.

The idea here is to guide a ball into a big red button using a set number of objects. Much like Pocketball, gravity works its magic on the ball and how you employ the objects provided to you determines success. In this case, said objects include blocks, squares, both smaller and larger balls all playing their part if you so choose.

Each stage is split into two sections. First, a pre-ball playground allows you to experiment, dragging and dropping the items in your tool-set as you please. Not only can you place them, but you can also twist them around a full 360 degrees with a tap or two. Second, there's a test-run section, where the ball drops and you see the fruits of your efforts.

Or not, as the case may be.

Yes, Isaac Newton's Gravity is a test bed for trial and error. There's no punishment for failing and no restrictions placed on how many times you can attempt a level. Essentially, each level - a whopping 50 in total - is a work in progress, right up until that beautiful moment where the red button finally gets hit.

Not that you're likely to see red if it doesn't. Although the vast majority of the stages are difficult enough to keep you pondering for minutes, if not hours, unlike other puzzlers it never gets you hot under the collar.

It's always fair. Success isn't determined by any odd rule-set or impossible hoops to jump through, but rather your ability to bend your mind around forces and predict how objects will interact.

It's also a great playground, not only in terms of the pre-defined levels but also the Level Editor mode, where Isaac himself guides you through the process of designing your own stages that can be shared via Bluetooth. In truth, it plays out much in the same way as the preset levels, the only difference being that you're the one creating the challenges.

The only downside is the lack of any online database. Isaac Newton's Gravity has building blocks that can be put to any end, the opportunities for those with a creative mind almost endless.

It would be special indeed if users all over the globe could tap into each other's efforts, but even as things stand it has the scope to draw in and engage those with who can't resist pushing a big, shiny red button.

You could almost say it has the pull of gravity itself.