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Why I Play ARGs by Mind Map: Why I Play ARGs
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Why I Play ARGs

The Lost Ring

Package in the mail

Old olympic poster

Tied to

Led to '08 summer games

AKQA was the marketing firm that led the project

Player generated wikis and collaborative systems

Successfully recreated a new made-up game around the world

Massive Collaboration


What Are ARGs

Online/Real World hybrids

Storytelling and a collaborative narrative

Typically involves a mystery

Dark Marketing

Hidden sponsorship

Meant to attract young, hip, demographics



Game designed around solving real world problems

Targeted to harness creativity from Africans about the problems of Africa

Encourages people to solve problems of the future

Built in model of mentorship and conversation

Why Philip Plays Evoke

Low Budget ARGs

Matrix ARG game was done by 3 out-of-work people


I created Faceless Invasion for under $3K