
Originally Posted by
japester
As for splitting hairs re: the naming of this exercise, calling it "marketing" is an enormous disservice. Yes, that's an aspect of it--nobody is denying that--but it's so much more. A press release is marketing. Handing out t-shirts at a convention is marketing. A 2K Games ARG involves months of puzzles, professional actors, supplementary storylines, actors VISITING YOUR HOME, swag scattered across the globe in creative ways (like burying bottles in the sand), and a host of other activities. I can't deny I enjoyed the swag from Somethinginthesea, but that's not why I played. I wanted to see how Mark Meltzer's story progressed. Checking for updates was a real thrill. It essentially extended the game of BioShock 2 out for many months prior to launch. Designing and running an ARG of this type requires a lot of manpower, money, and creativity.