By Lisa Baertlein
"It's a boon for a person like me, who likes to talk to
people but doesn't always have people nearby," said Waite, 31,
who now owns ARGNet, the Alternate Reality Gaming Network, and
lives near Winnipeg.
The story-driven, reality-bending genre is also referred to
as immersive fiction and has a fellowship of devotees that is
equally split between genders.
The games have already been used to create brand awareness
for everything from beer and toys to high-end European
automobiles and charge cards. Such efforts allow game makers to
experiment with new types of game play, while deep-pocketed
sponsors foot the bill.
Hamburger chain McDonald's (MCD.N) jumped into the fray
this year with an Olympics-themed title called "The Lost Ring"
and Coty has launched "The Case of the Coveted Bottle" to
promote "Sex and the City" star Sarah Jessica Parker's new
perfume.
BEASTS, BEES AND SJP
Puppetmasters, who control ARG play, dole out clues via
websites, mysterious mail deliveries, late night phone calls,
billboards, podcasts and every other imaginable type of media.
Fans, who play for free, delight in the intellectual
challenge and say working with others to solve puzzles and
crack codes creates a strong sense of community.
Enthusiasts converging on a handful of sites like
unfiction and despoiler.org swap tips and information about
their favorite ARGs. Players host real-life meetups, some
marry, and many maintain relationships long after the games
end.
"I Love Bees," one of the best known ARGs, started with an
e-mail address planted in the credits of a preview for
Microsoft Corp's (MSFT.O) 2004 "Halo 2" video game.
The hint led players to what looked like a hijacked
beekeeper's website, but was really a rabbit hole into a
sprawling game that involved Web sites, pay phones and scads of
computer audio files.
"The human brain is just set up to solve puzzles," said
Patrick Moorehead, director of emerging media at advertising
firm Avenue A/Razorfish.
While the pure entertainment value of ARGs is clear, he
questions whether corporate sponsors are seeing returns.
"I'm very skeptical of the value of doing these types of
things," he said.
Marketers that pay for ARGs are must tread lightly with
their message. Players say a successful, sponsored ARG must use
very subtle marketing techniques or risk turning players off.
(Editing by Gary Hill)
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