Editor’s Note:Â At this year’s StoryWorld conference in Los Angeles, Fourth Wall Studios’ Chief Creative Officer Elan Lee stated that alternate reality games are dead as part of the conference’s final panel on “The Way Forward” for the transmedia industry. As one of the driving forces at Microsoft behindÂ The Beast, Lee’s statement questioning the role of alternate reality games warrants closer examination. Adrian Hon, one ofÂ The Beast‘s player-moderators, former Director of Play at Mind Candy, and CEO at Six to Start, penned the following opinion piece exploring the statement.
“ARGs are dead”. We’ve heard it said many times over the years, and now most recently by Elan Lee, Founder of Fourth Wall Studios, at the Storyworld conference in LA this past October. While I wasn’t at the conference I gather the statement was made sincerely, and to hear it from one of alternate reality gaming’s ‘founding fathers’ caused no small surprise.
Taken literally, it isn’t true. ARGs are still being created for properties as big as The Avengers, Team Fortress 2, and Google, and grassroots ARGs are still being made, such as the TVTropes Echo ChamberÂ game. It’s possible that fewer advertising and marketing dollars are being spent on ARGs these days, and it’s certain that ARGs no longer command the same number of column inches that they used to – but I’m not sure that 2012 represents such a precipitous change from 2011 or 2010 in those respects.
From a commercial standpoint, things haven’t changed much either. We can’t say that “ARGs are dead” because they don’t make money, as they never really did in the first place. Almost all ARGs have either been promotional or non-profit, with the few exceptions such as Perplex City, eDoc Laundry, and Majestic not being successful enough to sustain themselves over the long term.
You could argue that promotional ARGs generate a return on investment (ROI) by, say, increasing movie ticket sales or selling more cars, but to be perfectly frank, I doubt they ever did in a truly meaningful way – and I doubt that things are any worse today, either. Certainly there isn’t much solid, independently verifiable evidence of ROI out there – instead we’ve had to rely on self-reported figures that are easily biased or falsified. One day I hope ARG designers will engage in a ‘Truth and Reconciliation’ process where we all reveal our true player engagement stats and our near-total lack of knowledge about whether that engagement represented a genuine, bottom-line financial return for the commissioners, but I suspect that will have to wait for at least another few years.