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Alternate Reality Gaming: Behind the Curtain

Event SXSW Interactive 2009
Format Panel
Organizer Matt Wolf – Double Twenty (D20) & Big Spaceship
Description What really goes on behind the scenes of an ARG? Get a glimpse backstage, as a diverse group of veteran puppet masters and experience architects share insights on how to build, deploy and navigate an ARG through an unpredictable sea of players… and how to prepare for the unexpected.
Questions
Answered
  1. Why are alternate reality campaigns becoming more prevalent?
  2. What makes an ARG successful and engaging for players?
  3. How do you find a balance the needs of players and clients? (Or narrative and advertising?)
  4. What can ARGs do well, and what can't they do well?
  5. What kinds of projects/products best lend themselves to extension through ARGs?
  6. How do you anticipate what the audience will do? (Is it even possible?)
  7. How do you adjust on-the-fly when unexpected things happen?
  8. What behind-the-scenes staff structure allows the greatest flexibility?
  9. How do you get the best possible use out of your production budget?
  10. Where do ARGs go next? What are the biggest current design challenges?
Level Intermediate
Category Advertising / Marketing
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