It's so cool in fact, that their video has had more than 100m views before the game is even launched.
Co-founders Tobias Linkjendal and Juul Arthur, two room-mates at the Norwegian University of Science and Technology, came up with the idea after Linkjendal bought some coin-shaped magnets and the two started fooling around with them, inventing a game of magnet curling.
They then developed the idea with their fellow student, Hanna Aanjesen.
“Magination started with a fascination for magnets and a joy of playing with them,” they explain. “We originally wanted to make one specific game, but soon realised that the Magination-pieces could be used to play a variety of different games - just like a deck of cards.”
The game consists of three different pieces, single, double and triple, which can be stacked and combined in creative ways to make a potentially endless variety of games.
“Magination, the game where you are in charge,” is how they describe it.
“What we really want is to evolve Magination into a game made entirely by its users. And calling it a game might be wrong, it is more like a creative platform,” co-founder Tobias Linkjendal explained in an interview with the Daily Dot.
The trio plan to combine the pieces with a social media platform where enthusiasts can swap game ideas.
They went unexpectedly viral after several GIFS they had uploaded to Facebook (which took them down for containing too much text) were uploaded onto several different Reddit threads, and then spread across Twitter.