I've reviewed this app for FutureBook: Being a child of the 80s I have extremely fond memories of Guinness World Records (GWR). One of my brothers was given an annual every year by my Mum. A boy not exactly in love with books, so the GWR annual was probably an attempt to encourage some reading between skateboarding and falling out of trees. Many an hour was spent trying to gross each other out with facts from GWR; hairiest man, longest fingernails and the like.

So I was excited to see that GWR were one of the first publishers to embrace the iPad. A Lite version of this app was created to coincide with the launch of the iPad last year. The GWR Lite app, along with one or two others firmly became one of my showcase apps when I wanted to wow friends with my iPad. Without doubt the most visually scintillating iPad app I’ve seen to date.

The ‘At Your Fingertips' app, which came out just before Xmas, builds on the features of the Lite app. World records are broken into categories; Fastest, Deadliest, Strangest with images collaged beautifully on each category ‘page’. You can then drill down to see Facts, Photos, Video and stats about the record holder. GWR really benefiting here from having a wealth of content accessible from their TV shows and websites.

The main additional feature on the ‘At Your Fingertips' app is GWR Challengers. This invites you to ‘use your iPad to attempt actual Guinnes World Records. Your chance to get your name listed in the next edition of the record book’. A very clever idea.

The three world record challenges are ‘Fastest fingers on an iPad’, ‘Fastest 100m on an iPad’ and ‘Most sequences memorized’. These challenges work like mini games within the app. And although a great way of taking the app to the next level and an imaginative use of the iPad’s functionality, I’m not sure this entirely works.

I tested one of the challenges with my 10 year old, she took on Usain Bolt in a virtual 100m race by ‘running’ with her fingers. She liked it, tried it a couple of times and thought it cool. But as a game-savvy 10 year old, she swiftly returned to Super Mario on her DS. 

Publishers contemplating apps with gaming elements might want to consider this. From my experience, a child has time through the day when they are entertained: be that TV, web or games. Reading is more about quiet times, relaxing, doing homework or at bedtime. 

Where does a book app with an element of stimulating game play fall? In the former, I think. So publishers will need to compete for a child's entertainment time with the likes of EA, Rovio and other game developers as well as TV and online time. 

A publisher's challenge to engage over stimulated, tech-savvy content consumers, or today’s child. (Well at least one with an iPad in their home).

That said, this is not a criticism of GWR’s ‘At Your Fingertips' app which I think is fabulous and visually stunning. GWR are one of only a few publishers making huge leaps from the printed book into the digital arena with great imagination. 

If you want to impress your friends or remind yourself how damn sexy the iPad is, buy this app. Currently 59p from the app store. 

This app was developed by Brandwidth digital agency.