The programs range from complex instructions for displaying pop-up windows to a 36-line memory-management utility from the open-source game Rooms of Doom that software writers love because it's more compact than the 72-line alternative.

FORBES: Code Inspector

Another new pinball manufacturer, Spain-based Quetzal Pinball, has made the software that controls its first game open source.

BBC: Flipping heck: Is pinball about to stage a recovery?

Some now fear Microsoft could play that game after open-source software distributor Novell (nasdaq: NOVL - news - people ) struck a sales and marketing pact with Microsoft last year.

FORBES: Microsoft's Protection Racket?

Ouya has also won backing from the OnLive game streaming service and the XBMC open source media player project.

BBC: Ouya game console smashes funding target

But ubiquitous digital consumer data, cheap computing power and open-source software have created a tremendous opportunity for smart marketers to change the research game.

FORBES: Advertising Week 2010: Digital Fuses Data, Media Buying

On February 26, Babycastles, along with open-source software developer Ivan Safrin, is turning the roof of the Planetarium into a live video game, called Space Cruiser.

FORBES: NYC's Planetarium to Become a 200-person Video Game