Unlike IBM’s Watson, which had a pre-determined purpose, DeepMind is more open-ended, and is also comparatively simpler to use than its competitors because of its deep learning capabilities. An example of this is that the system was given several vintage video games to play with no prior input. The early results were obviously poor, but the system eventually managed to beat the games convincingly, having learnt from its mistakes.
Source: AI Supercomputers: Microsoft Oxford, IBM Watson, Google DeepMind, Baidu Minwa