Alternate Reality Game (ARG)

What does Alternate Reality Game (ARG) mean?

An Alternate Reality Game (ARG) is an interactive narrative that unfolds across multiple platforms and media, such as websites, social networks, phone calls, and physical locations. Participants interact with the game’s characters, solve puzzles, and complete challenges to progress the story. ARGs often blend fictional and real-life elements, blurring the line between the game and the real world.

Unlike traditional video games, ARGs have no defined gameplay or end goal. Instead, they focus on immersion, Player agency, and community involvement. Participants decide how and when to participate, and their actions can influence the game’s narrative and outcome.

Applications

ARGs have found application in various domains, including marketing, education, and social activism.

In marketing, ARGs have been used to promote products and services in a unique and engaging way. For Instance, the “I love bees” ARG, launched by Microsoft in 2004, used a series of cryptic clues and puzzles to promote Halo 2.

In education, ARGs can supplement traditional learning methods by providing interactive and immersive experiences. For example, the “Feed the Head” ARG, developed by the University of British Columbia, uses a fictional alien invasion to teach students about scientific concepts.

ARGs can also be used for social activism, allowing participants to collaborate on real-world issues. The “Blast Theory” ARG, launched in 2002, encouraged players to explore the relationship between art and public space by engaging in interventions in public places.

History

The concept of ARGs can be traced back to the early 1980s, when interactive fiction games such as “Zork” and “Adventure” allowed players to explore virtual worlds and solve puzzles. In the late 1990s, the rise of the internet and social media provided new platforms for interactive storytelling.

The first widely recognized ARG was “The Beast” in 2001, created by Microsoft developers Jordan Weisman and Jane McGonigal. The Beast utilized websites, email, phone calls, and physical events to tell a story about a rogue artificial intelligence.

Over the years, ARGs have become more sophisticated, incorporating augmented and virtual reality technologies. Today, ARGs continue to evolve, offering unique and immersive experiences that blur the boundaries of storytelling and reality.