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Introduction – (Mrunal Patel)
Game or not a Game??? – (Priyanka Patel)
Types of ARGs – (Dhaval Patel)
 http://www.argn.com/
 http://whysoserious.com/
 http://www.mirlandano.com/arg-quickstart.html
 http://news.bbc.co.uk/2/hi/africa/7638581.stm
 http://www.youtube.com/watch?v=1pd74It-yVo
Telling and producing a story while the audience
interacts with ARG
› May converse with fictional characters
› Ideas produced by players might be incorporated into
Direct interaction is not required to affect the
In simpler words
› New genre of games that encourages players to
interact with fictional world using the real world to
do it
You are spending some time exploring the
 Someone points you to couple of sites
 Tells you it’s a crazy mystery about some missing
 So, you visit a site everyonelovesmonkeys.com
› Pictures of monkeys
› List of monkey zookeeper’s email addresses
 [email protected][email protected][email protected][email protected]
Intrigued, you visit crazymonkeyman.com
› Concern that monkeys have been replaced by
What you have done?
› Used your real world computer to explore a bit of
fictional world
› You have also solved your first ARG puzzle
You decide to send a little email to
[email protected] to inquire
more about his concerns
You receive a reply
 What you have done?
You communicated with the fictional world using
your real world email
 You notice a contact number and decide to give
a call
› Someone answers your call
What you have done?
Now you are interacting
with a fictional world
using your real world
phone and your real
world i.e., “you”
› You were playing ARG when you were
 Exploring the websites
 Sending the email
 Calling the phone number
What is a game?
› ….an activity which is essentially: Free (voluntary),
separate [in time and space], uncertain, unproductive,
goverened by rules, make-believe.”
- Roger Caillois (1961)
4 Paradigms of a Game
› Defined rules
› Defined playing space
› Set of components/game pieces
› Win/Loss scenarios
Rabbit Holes
 Puppet masters
 Interactions
 Real World Events
Compelling Storyline
 Collaborative Gameplay
Delivery tools
› Web pages
› email messages
› phone calls
› print-based mailings
Dreadnot (1996)
› http://web.archive.org/web/20000229151210/www.sfg
Blair Witch project (1999)
 Go Games and Nokia Games
 The Beast
 I love Bees
Promotional Campaign developed by Microsoft
and Dreamworks for Steven Spielberg's movie
"Artificial Intelligence”
 Clues planted in the postersDiscussion group "Cloudmakers“ www.cloudmakers.org
 3 million unique visitors by July
•Launched in July 2004 to promote Halo2
Aim: To attract gamer and media interest in the
Halo2 release.
 Ilovebees.com seemed to be infected
 Gamers help AI program (“the Operator”)
 Operator’s Goal
› Fix the spacecraft
› Gather the crew members
› Deactivate strange artifact (“The Artifact”)
› Return to Halo time and fight (“The Covenant”) army
Successful experience with the ARG “The Beast”
 3 storywriters
› Storyteller
› Community Lead
› Technology and Sound effects
Assemble the story of the Operator
 3 primary channels
› Hidden HTML code, email exchanges, sound files, and
› Voice clips sent to payphones
› A blog maintained by an imaginary character in the
The main goal is to create a buzz for the new
 Traditional marketing
› Traditional ads are expensive
› Time consuming
› Often highly ineffective
› Printed ads and commercials lacks power to create
necessary buzz
Advertisement with ARG
› Highly effective
› Fairly inexpensive
› Draws target audience into the story
› Treasure hunting
One of the successful ARG of recent times
 ARG was one of the major reason for the
success of the film
 Played across 75 different countries
 More than 10 million participants
 Used internet, mobile phones, real world events,
videos etc
Known as 33 keys ARG
 Mazda’s most successful marketing campaign
 More than expected people took part in the
 Events occurred over four weeks
 Took place across multiple platforms (Radio,
online, etc.)
 Game took place in Quebec (Canada)
 Main Goal: Solve puzzles to find 33 keys hidden
in different parts of Quebec
People win prizes by solving this ARG
 Funded through participation fees, in game
advertisement of other products
 Example
› Perplex City
 200K prize money
 Finding Receda Cube
Using ARG to solve real world problems
 Introduce plausibility as a narrative feature to
pull players into the game
 Serious subject matter distinguish Serious ARGs
from mainstream ARGs in design
 Examples
› World Without Oil
› Traces Of Hope
› The Black Cloud
Binding medium
› ARG uses multiple media
› Video games uses special software
Non player characters
› ARG – Real time by puppet master
› Computer AI
› ARG don’t have fixed rules
› Players discover rules through trial and error
How secured it is for a real person to play in a
real world?
 Do alternate reality game damage children's
social skills?
 If ARG's can spark players to solve very hard
fictional problems, could the games be used to
solve real world problems?

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