Tiny, portable, with microcontroller, display & power supply included, making it more convenienient to play with. You can program whatever you want to display according to the sample codes on the Wiki page. For example, a beating heart, a smiley face, or even a slot machine. No need to connect other jumper cables & microcontroller.
This device requires an FTDI programmer to upload the program, which is connected to the board via the little cable that comes with the 8*8 matrix.