"With all the new games and existing apps available, there are even more possibilities for how you can engage with Sphero every day, " said Paul Berberian, CEO of Orbotix.

ENGADGET: Sphero gets a firmware upgrade and new apps, we get another look at its Augmented Reality Engine (video)

Orbotix CEO Paul Berberian walked me through how you could control the movement of Sphero through an app for the iPad, iPhone or Android, by simply touching a wheel on the screen or tilting the device in the direction you want the ball to go.

FORBES: CES: Holy iPhone-Controlled Robotic Balls! (Video)