Category: Game Launch (Page 1 of 47)

Start Slacking Off with MrBeast’s Million Dollar Puzzle Hunt

Salesforce’s Super Bowl commercial with a $1M prize – that’s a lot of potential puzzles

During the fourth quarter of the Super Bowl Salesforce released a TV spot promising a $1M prize to the first to solve a puzzle hunt in collaboration with Jimmy Donaldson, who runs the MrBeast YouTube channel and media empire. The commercial itself, centering around Slack’s “Slackbot” assistant, is a veritable whirlwind of codes and references, culminating in a bird’s eye view of a QR code driving to MrBeast.Salesforce.com. Luckily, early teaser content linked on the Million Dollar Puzzle page helps point prospective solvers to a few helpful starting points to help make sense of the seemingly herculean puzzling task.

Behind the scenes with Lone Shark Games’ Mike Selinker, holding a book that’s likely Puzzlecraft

Lone Shark Games confirmed their involvement in helping design puzzles for the event. And while this is the company’s first Super Bowl commercial, they have developed a number of high profile, spectacle-laden puzzle experiences in the past. Wired enlisted them to help run a month long nationwide manhunt for one of their journalists. Cards Against Humanity turned to them for a puzzle hunt leading to a safe filled with hundreds of thousands of Sloth cards locked up on a remote island whimsically renamed “Hawaii 2”. The company even took over the third floor of Washington DC’s Planet Word Museum to create Lexicon Lane, a series of 26 separate puzzle adventures making use of the same space.

Luckily, the contest site implies MrBeast and Lone Shark Games’ penchant for spectacle should continue through this puzzle hunt, noting that “clues are everywhere: videos, websites, and the real world. Anytime you see MrBeast with Salesforce, assume there’s something there.”

A scene from Salesforce’s teaser spot for the SuperBowl ad, with a playlist of videos in the comments

Road to the Big Game: Setting the Stage for a Puzzle Hunt

It all started with a tweet: back in December, Donaldson tweeted out a request: “I’ve been sitting on an amazing Super Bowl commercial idea for years. I know it’s random but someone please let me make your brand’s Super Bowl commercial so I can finally make this idea happen”. Shortly after, Salesforce CEO Marc Benioff replied, offering up their commercial. This kicked off a flurry of promotional teasers. Donaldson then shared a behind the scenes look at his pitch process. His employees discussed how they use Slack (a Salesforce product) as a pillar of their content production processes. Donaldson even made a Freleng Door Gag inspired video teasing the spectacle of the upcoming spot, as well as a teaser commercial themed around taking the $1M prize money out of the bank.

The $1M puzzle hunt may have only officially kicked off with Salesforce’s fourth quarter ad spot, but those videos contained more than a few clues to give astute puzzlers a head start on the solving. Some of these leads (including the name of Donaldson’s fictional bank) appear to be red herrings. An extended acrostic that flashes in one spot, for instance, teases solvers with the message “this means nothing I just wanted to waste your time lol”. But other moments seem considerably more intentional. Why is there a conspicuously placed barcode on the armored tank receiving a parking violation, during Donaldson’s bank visit? And why does the teller have a series of dates circled in red on all of her desk calendars?

The real entry point to the puzzling, however, is a pinned comment on the teaser video linking to a playlist of nine past MrBeast videos. The pinned comment on each of those videos now links to a series of variety puzzles.

For example, a comment on Beast Philanthropy’s Changing the Lives of 600 Strangers video directs puzzlers to a Sudoku variant puzzle posted on Reddit, using the nine letters in LIF(E)CHANGE instead of numbers. Solving that grid on its own doesn’t lead to any additional instructions…but is there a different piece of information that can instruct solvers on which letters to pay attention to?

Filling the Reddit Sudoku variant grid alone doesn’t seem to be enough to solve this puzzle…

Solving the variety puzzle is only the first step of this particular puzzle. And while all the information to solve the puzzle could be provided in the initial image, information on which letters to select from the completed 9×9 grid might also emerge through other parts of the campaign. And that guidance could come from practically anywhere: supplemental videos, other puzzles, or even some as-yet-unrevealed real world spectacle.

As for the Super Bowl spot itself? It seems to be as much a guide for how to discover where to find the puzzles, as much as anything else.

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Ministry of Lost Things Delivers a Box of Puns with a Side of Puzzles

Ministry of Lost Things Lint Condition, next to the newest installment Finders Keypers

Last year, ARGNet reviewed the first installment in PostCurious’ episodic puzzle series, The Ministry of Lost Things: Lint Condition. The series of puzzle games center around the “Elusiverse”, a world filled with the lost and forgotten objects from our world enter when they’re misplaced. The crowdfunding campaign ultimately invited over 4,000 backers to join the Department of Returns as scouts, looking to return lost objects of sentimental value to their humans.

PostCurious is back crowdfunding for its second installment of the series, Ministry of Lost Things: Finders Keepers. The newest release is just as whimsical and lighthearted as the last, and packed full with so much wordplay, you could almost be excused for thinking the game’s dozen or so puzzles were just an excuse to inflict a series of tortured puns on players.

The gneesters, who happily rehome lost objects into the Elusiverse…even if means a lot to you

A Surprisingly Heartfelt Story for a Relatively Tiny Box
With the first installment of Ministry of Lost Things, finding out what object went missing was an element of the first puzzle. For Finders Keypers, things start out with a more explicit task: Cary the Carabiner ended up detached from her owner Jenna’s bag, and all of the keys she was securing became scattered. As a scout for the Department of Returns, it’s your job to traverse the Elusiverse collecting witness statements and solving puzzles to find the lost objects, learning along the way why they’re more than just keys to Jenna.

And every square inch of that heartfelt story is packed with more puns than you’re prepared to handle. One of the game’s early puzzles does a particularly good job of exemplifying this: starting off in The Keys (a location initially teased in the game’s first installment), Department of Returns scouts are tasked with tracing down the carabiner’s path through a series of islands that weaves through “Rock” and “Hard Place”, past “Key Largo” and its nearby counterpart “Key Smaller”, and past a series of islets like “Doss Isle, Grocery Isle, and Rept Isle”.

Early puzzle components from Ministry of Lost Things (some pieces omitted to prevent online solving)

If your reaction to that map is more of a chortle than a wince, this is the game for you since that’s the type of whimsy that saturates every part of the game, whether it contributes to the puzzle solving or not. There may be a dozen puzzles to this game, but there’s easily over a hundred literary flourishes, making this just as much a pun-laden successor to Piers Anthony’s Xanth novels as it is a puzzle game.

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It’s Been Here the Whole Time: The Boy Who Cried “Dropout ARG”

A highly degraded version of Sam Reich, showing where he’s from in this third loop of s6’s “Deja Vu”

I think Dropout’s hit game show Game Changer is celebrating the end of its seventh season with an alternate reality game. Admittedly, when fans of the show posted to the streaming network’s subreddit, the show’s host Sam Reich clearly and repeatedly denied the claims, writing “NOTHING TO SEE HERE” and “THIS IS NOTHING, LOOK AWAY”. These denials were reinforced by the show’s co-executive producer Paul Robalino, who went even further with his statement:

There was nothing hidden at the end of the last episode. There’s no ARG. There are no QR codes. There is no secret to unlock. What is everyone talking about

Paul Robalino, on Twitter

Admittedly, I was convinced there was a Game Changer ARG two years ago, when the team teased there might be more to the season after the “final episode” of season 5. And then I did it all over again last year, when a particularly glitchy episode released during season 6.

But please, ignore my spotty personal track record for this and the team’s explicit and suspiciously specific denials: this time, I think Game Changer really is running an alternate reality game that gives its players a peek behind the fictional-curtain of the show, to help unlock the “real” ending for the season. But before going over that, I should probably own up to past missteps.

The poster for Dropout’s Game Changer: season 5, a season that did not have an ARG

Third Time’s the Charm? The Last Two Times We Suspected a Game Changer ARG
Admittedly, the Dropout fandom doesn’t have the best track record of finding ARGs in episodes of Game Changer. The first time we missed the mark was after the season 5 episode Escape the Greenroom. The episode introduced viewers to Samuel Dalton, Sam Reich’s great-grandfather and occultist. During the episode, Dalton kidnapped and replaced the real Sam Reich, subjecting the episode’s guests to a custom escape room designed by Stash House‘s Tommy Honton.

At the time, this episode was thought to be the ninth and final episode of the season. But immediately after it aired, Sam Reich posted a cryptic message to the Discord, hinting that there might be more to come.

In retrospect, the solution to this was relatively straightforward: zoom into the series’ key, and Sam Reich had an extra “13” up his sleeve, hinting that the show would have not just one surprise episode, but four: a multi-part Battle Royale homage to the Survivor franchise that served as the true end of the season. That didn’t stop fans (myself included) from deconstructing every tidbit of occult lore shown as part of the escape room, suspecting we hadn’t seen the last of Samuel Dalton, time travelling magician and occultist.

The “13” (episodes) Sam actually had up his sleeve, versus Dalton lore from the ARG-that-wasn’t

The next year, suspicions of an alternate reality game started to really percolate after the season’s sixth episode, Deja Vu. The episode centered around contestants reliving the episode on a time loop, with the episode’s footage glitching out more and more after every loop – a theme familiar to fans of Ranboo’s Generation Loss ARG from the prior year. Ranboo would make their own Game Changer debut through a series of guest appearances culminating in the season finale.

This theme was also familiar to Game Changer fans still looking for Samuel Dalton to make an ARGish return. Was the time loop happening because Reich’s time travelling great-grandfather returned to torment a new batch of contestants in a neverending loop? The episode’s frequent glitches and nearly impossible challenges did task contestants with exploring external websites, like the FixItMan78 YouTube channel which provided helpful instructions on how to repair the ElectroBobbleWobble QZ.

Voice actor and YouTuber SungWon Cho (also known as ProZD) as FixItMan78, screaming into a gizmo

So, fans started poring through Deja Vu to interpret the glitches, and even started skimming through past episodes to see if there was a pattern in Sam Reich’s introductions that might reveal whether he’d been secretly replaced by his identical great-grandfather. Multiple promising leads emerged, but nothing that manifested into anything definitive.

A very prominent poster for the Mysterious Samuel Dalton, during “Beat the Buzzer”

The next episode, Beat the Buzzer (which brought back Tommy Honton as a consultant) only fanned the flames of speculation by subjecting the show’s contestants to a number of challenges to earn the right to press dozens of buzzers hidden throughout the studio: this time, famed magician and time traveler Samuel Dalton even made a cameo on an advertisement for his show, next to a literal callback puzzle that challenged contestants to order a buzzer from a fake pizza company.

After the episode aired, some of those games (like Crack the CAPTCHA) were even made playable on Dropout’s site. But ultimately, in season 6 there wasn’t even a card up Sam’s sleeve – sometimes, a time loop episode is just a time loop episode.

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KFC Launches Special Blend of 11 Secret Codes and Puzzles

KFC’s newest commercial, starring a secret QR code puzzle on celebrity chef Matty Matheson’s arm

Colonel Harlan Sanders was obsessed with fried chicken, even before he convinced a cafe owner to sell fried chicken with his special blend of 11 herbs and spices. Enough so, that KFC’s newest commercial is a 75 second homage to the obsession that gave birth to the Kentucky Fried Chicken brand.

With this focus on obsession front and center, it’s no wonder the commercial snuck a QR code on Matty Matheson’s tattoed arm, kicking off a deviously challenging series of 11 secret codes and puzzles to celebrate the herbs and spices that built an empire. The first person to solve each of the puzzles? They’re rewarded with 11 months of free KFC for their efforts.

The “(one of the) first to solve” message presented to prospective winners

KFC gets extremely creative with their advertising. Celebrity casting for commercials is fairly standard for major brands, but starting in 2015 KFC went out of its way to surprise fans by cycling through a full roster of celebrity Colonel impersonators. Darrell Hammond was the first to take over the finger-lickin’ mantle, but was quickly supplemented by everyone from beloved comedians like Norm MacDonald and Jason Alexander to more surprising picks like Reba McEntire and RoboCop. But it’s the company’s stunt marketing that truly shines: it’s been almost a decade since the release of the free romance novella Tender Wings of Desire to celebrate Mother’s Day, but I still keep a copy on my Kindle. The company doubled down on their thirst trap branding by releasing a free dating sim that’s still available on Steam.

The commonality between Tender Wings of Desire and I Love You Colonel Sanders! A Finger Lickin’ Good Dating Sim? They’re highly enjoyable experiences that recognize what makes the source materials work so well, and pay homage to it. And I am happy to announce that KFC’s puzzle hunt for the overly obsessive continues that tradition with a series of challenging yet creative puzzles. So, we’re going to do this article a little different. If you’d like to give the puzzles a try yourself, go to The11Secrets.com, and see what you can uncover. Keep on reading to be spoiled on a selection of those 11 puzzles and to learn why I’m so effusive in praise for them.

Again: what follows will be absolutely riddled with spoilers.

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Return of the Duck Cult: A Doors of Divergence ARG?

The Paradox Bar: Doors of Divergence’s in-universe lobby (that also doubles as a functioning bar)

On my first visit to the Paradox Bar I received a free drink ticket from myself, welcoming me back to the timeless venue. A handful of colorful characters slipped out of time, and found themselves at an old bar from the 1950’s. As another version of me explained in a letter, “it’s kind of a watering hole for those of us trying to repair reality – a place to meet, talk about our efforts, and compare notes while we try to find the right set of choices that will fix this rift once and for all.”

A free drink ticket, from myself – not your typical pub experience

The Paradox Bar acts as in-universe lobby for a trilogy of escape rooms collectively referred to as The Paradox Cycle, although players often referred to the games by the company’s name: Doors of Divergence. The rooms had a relatively short run in New York City: the game’s first chapter, Heresy 1897 opened in June 2022. This was quickly followed by the release of its second chapter, Madness 1917, in September. Just over a year later, Doors of Divergence closed its doors with an in-universe farewell party in October 2023.

During those 16 months, I took seven trips through the rifts at the Paradox Bar, because the team designed an experience that meant every single visit was a completely different one, leading me through different puzzles and even rooms, despite nominally playing the same game multiple times. Luckily, an online alternate reality game seems to be implying that Doors of Divergence has found a new home, giving me an excuse to talk about what remains my favorite escape room due to the depth of its experience and the vaguely terrifying scope of its ambition.

The stage at the Paradox Bar.

Into the Rift: Beyond Choose Your Own Adventure
The Doors of Divergence experience starts at the Paradox Bar, where a welcoming bartender introduces teams to the space between times they have fallen into, and introduces a few of the colorful characters who have fallen into the rift with them. One might come across an engineer, an astronaut, or even a scout leader milling about the bar. Idle conversation might even trigger a special request for the pending journey through time: bring back a couple of gears to help fix a clock, perhaps.

My first night, the Paradox Bar even had some special programming planned, and the surprisingly spacious room’s stage was used for a variety show, complete with aerialist performance. Once it’s your group’s time to proceed into the rift, a member of the staff would pull you and your group to the side, and introduce the mission. But instead of dryly reading off a list of rules and regulations, players would be encouraged to pull a series of tarot cards, offering divinations of events to come (and the corresponding rules to help navigate those situations).

As players’ first interaction with the Rift, Heresy 1897 leads players into the past as they enter Edmond Cavanaugh’s study, where they encounter the game’s Proctor. Teams are challenged with a question that determines which of two completely different escape rooms to play, within that space.

One of the puzzles from Heresy 1897, that is only seen by half the teams navigating the escape room

That means that Heresy 1897 is technically two completely different escape rooms, that just so happens to occupy the same space. There’s an entire room of Heresy that is unique to that initial binary choice, and there’s nothing about the in-game experience that would even hint at that secret. Teams are also presented with a moral quandary at the end of every room, meaning Heresy 1897 has four different endings, even if teams complete the room.

To help players track these choices, post-game debriefs include handing out a series of cards to commemorate key decisions and actions from the escape room. Entering those codes into an online portal tracks your progress and choices through the game – not just for those key moments at the beginning and end of the experience, but for some of the smaller choices, rewarding players who push the edges of the experience. Did you get sticky fingers at an opportune time, or linger for a moment longer than you should have?

Madness 1917 is where you start to really see the impact of those choices, with at least four different narrative and puzzle experiences: every escape room team enters an insane asylum during the Great War, but the reason for being there is changed, and interactions with the sequel experience’s two actors starts taking a much more theatrical turn, although it is still an escape room experience at its core.

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SCXR Academy: A New ARG Fashion Line?

Teaser images from the Office of Admissions at SCXR Academy

SCXR (pronounced “Scar”) is a new fashion brand. Its first line of products are slated to release at the end of May, and in the brand’s announcement video its creator Sugar (also known as Angelina Zhang) described its vision by explaining: “I have a hard time explaining what my dream style is. But if I had to choose a word, it’d be fictional.” And while that comment was intended to reference the brand’s aesthetic inspirations like the fashion featured in Bratz, Monster High, and My Little Pony, the “fictional” inspiration seems to go beyond that, moving into alternate reality gaming territory.

The SCXR website is currently fairly minimal, with retail features grayed out. However, registering for updates triggers an in-universe email from SCXR Academy’s Dean of Admissions Lilith Aranea welcoming new students to the academy with the somewhat ominous welcome message, “we can’t wait to see you on campus…The Academy is always watching“.

SCXR’s main character Scarlet, potentially providing a sneak peek at some of the featured fashion

In the project’s launch video, Zhang explains that the SCXR line takes place within the fictional world of SCXR Academy, and centers around Scarlet as the protagonist in a story that should appeal to fans of stories that touch on coming-of-age stories, dystopic thrillers, and mystery / ARG narratives.

While Zhang is still a University of Toronto student, she also built a massive presence as a Canadian online influencer, with almost 6 million followers on Douyin and TikTok alone. Her content leans towards musical covers with a healthy dose of fashion and cosplay thrown into the mix, although she was also one of the more vocal figures explaining Chinese social media platforms like Douyin and Xiaohongshu (“RedNote”) to US audiences worried about a potential TikTok ban.

In an interview with Gary Guo that touched on the project in January, Zhang explains, “it’s kind of a unique clothing concept because I have a lot of reoccurring character personas in my videos. I have a red haired girl, I have a black haired girl, and they’re very different. And my clothing brand is going to be something similar to using these characters to reflect their styles, versus using me as Sugar to reflect their styles…it’s going to be a virtual influencer brand.”

And it doesn’t seem like that earlier reference to ARGs is hyperbolic: this virtual influencer brand looks like it has some secrets to uncover.

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