Mind Candy, the team behind ever-popular ARG Perplex City, has just received a $3m investment from Index Ventures, a VC firm that invests in web companies such as Skype and Ofoto. It’s the first instance of an ARG-centered company receiving such a large investment – while several firms receive commissions from companies to create ARG-style games for marketing or training purposes, Perplex City operates through its own standalone revenue stream generated from sales of its signature puzzle cards.
“We were immensely impressed by both the creativity of the Mind Candy team and the enthusiasm of the players, who are in turn creating a global gaming phenomenon,” explained Danny Rimer, a partner at Index.
Meanwhile the Managing Director of Mind Candy, Michael Smith, gave credit to the broad, mass-market appeal of the game. “We cater to both the casual player, who wants to solve a few puzzles with friends, and the avid fan who is absorbed with the wider Perplex City mystery. We are extremely excited about this partnership and see enormous potential to build a global brand around puzzles and puzzle-solving.”
Another waypoint on Alternate Reality Gaming’s march to the mainstream, perhaps, but for now expect even bigger things from the Puppetmaster team – those who’ve witnessed them give presentations on the matter might have an inkling of their ambitious plans for the future.