Unfortunately, it's all in French, so I'm not completely sure what the "game" is. It appears to be a relationship game that has something to do with various personalities passing messages and interacting. And it could just be a demo of some kind, with a video running underneath those figures rather than actually interacting with the pieces themselves.
But it's not hard to think of other applications of a system like this (D&D on a touchscreen, anyone?), and a bigger screen like the iPad would come in handy, too. (i)Pawn is scheduled to be for sale in November of this year, so we'll keep an eye out for it and try to find out more about what it is and exactly how it works. Meanwhile, you can watch the videos of the figures in action and dream of all the various ways to use accessories like this.