I think Coinlab has a novel concept but if I'm not mistaken, they are giving the "money" generated back to whichever company they are working for and not to the individuals computer it was generated from. (Minus their cut off course.) The rigs operator will receive something virtual, based on whatever game is signed up with Coinlab and which the user is involved in.
That's their game monetization service, exclusively offered to the players of the games whose makers have partnered with CoinLab.
This is a different offering. This is a pool. Currently, you use whatever miner software you want. But in a few weeks they plan to release a client that performs a variety of work, whether that be bitcoin mining or solving computational problems. Those mining through CoinLab now are building up loyalty points that will let them continue to crunch at a guaranteed rate which will come in handy when the block reward drops, in under 50 days:
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http://bitcointalk.org/index.php?topic=99643.0