An Alternate Reality Game (ARG) is an immersive, interactive narrative in which players use the real world and a variety of media to play the game. A Puppet Master often creates a Web site (often referred to as a Rabbit Hole) centered around a cryptic scenario that players discover and aim to unravel through real world media and participation. The Puppet Master sets the ground rules and direction for the game but their identity and role is kept hidden from the players. Even though the scenario is fictional, the game is played out in the real world as if it were real. For example, any phone number or address that may appear in an ARG actually works and leads somewhere. The primary aesthetic of an ARG is that This Is Not A Game. You play as if the scenario is real.

ARGs are a collaborative experience in which the ultimate result of the game is dictated by the players. Though Puppet Masters may have a narrative in mind, players are allowed to branch off in unanticipated directions that expand the depth of the narrative. Most of the game content is actually generated by the players. ARGs are a hyper-interactive way of building collective intelligence and creating a collaborative learning experience.

ARGs have been used to promote movies, TV shows, video games, and by socially conscious organizations that seek to solve real world problems in a risk-free environment. Players use blogs, videos, other Web sites, video games, and any other form of media they can conceive to play the game and solve the puzzle presented by the Puppet Master. Demographics for ARGs range from teenagers to people in their 60's and older. A well designed ARG is not limited to any particular generation and can attract millions of participants.

Do not confuse Alternate Reality Games with Virtual Reality Games. A Virtual Reality Game is on par with a video game; a player is immersed in a simulated, computer generated world. Alternate Reality Games take place in the world we live in and there is no virtual component beyond the initial Web site.

Alternate Reality Games can be used to:

• Have employees complete scenario based practices
• Incorporate employees on current company events or solutions to ongoing issue

Here is a teaser video for the World Without Oil ARG. In this game, the Puppet Master posited a scenario in which there was a global oil crisis. The primary purpose was to let players play out the scenario using a variety of media, think out how our world would change, and submit your own solutions for a world where oil was no longer available.