Grand Theft Auto IV has recently hit the shelves and made a splash with gamers, as expected. It has also encountered its usual controversy, as expected, despite the game's adult ratings. But here's something interesting about this go-around: in addition to new characters, new storylines, and new missions, the game has a huge focus on the cell phone of the main character, Niko.

Niko's cell phone is an integral part of the game. It is used to call friends in the game, find jobs to earn cash and respect, or even for starting online games with other players. The phone is particularly interesting, as it functions like a real phone -- it can be customized with accessories and ringtones, as well as accept and send text messages.

This just goes to show how ubiquitous the cell phone has become in our society. When the game first came out, there were no customizable cell phones in it, nor was there the opportunity for the players to use the character's phone. It's a brave new world, though, and the gaming industry took a chance that people would be interested in playing a game that realistic and interactive. Not surprisingly, it has paid off.

The Grand Theft Auto series is property of Rockstar Games, and the entire franchise is one of the most successful ones in modern video game history.