No Revolution

The Rise of ARGs - Alternate Reality Games
Connecting Online + Offline Experiences
c/o Gamasutra

In the last four years, alternate reality games (ARGs) have emerged as one of the most promising new gaming genres, fueled by a number of high profile games including "The Beast" (a promotion for the movie A.I.), Majestic, "Push Nevada" and most recently, "I Love Bees". These ARGs have immersed millions of players in complex and involving "alternate reality" storylines that takes place not only on the Internet, but through every conceivable media including phone calls, newspapers, radio, television, movies, and real life actors. With the notable exception of EA's Majestic, all major ARGs to date have been promotions for other products.