Other Ocean Interactive has a huge hit on its hands. Not only is Super Monkey Ball for the iPhone, which it developed for Sega, a cool application, the $9.99 title is currently the best-selling title in Apple's iTunes App store. The company likes the iPhone flavor of success so much, it is launching a new division devoted to creating software for Apple's smartphone platform.

"Our experience working with Apple's SDK has been extremely positive and the iPhone, with its accelerometer, opens up exciting opportunities for game development on this platform," explained Other Ocean's technical director and senior programmer Gordon Wood.

Other Ocean's Chris Sharpley, senior artist on Super Monkey Ball, is slated to lead the new division's art and design department, while Wood will be in charge of the technical elements behind iPhone-software design.

Added Wood, "The iPhone platform has generated a lot of attention and people are excited for the opportunities that lie ahead."