Jane McGonigal (key game designer in
I Love Bees) officially announced her newest ARG,
The Lost Ring, in a recent
blog post on her
Avant Games website. I hadn't really paid attention to The Lost Ring before now, but I find a lot of things curious about that post, and about this ARG in general.
First of all, I find an official announcement of an ARG pretty surprising. Granted, the ARG wasn't
revealed in this way; it was revealed in the usual ARG-type manner via "strange packages" that were delivered to various people around the world (mainly USA, from what I gather). But in the past, puppetmasters have taken a silent, no-comment approach instead of an in-your-face "here are the steps I recommend you take if you want to get involved." Seriously, she actually gives you steps. But I'm getting ahead of myself.
What's
really so odd about this ARG is that
it was co-sponsored by the International Olympic Committee. The first sentence in McGonigal's blog post states that the ARG was created for the 2008 Beijing Olympics. Well, pretty cool break for Avant Games, to be honest. As McGonigal says, the Olympics brings the world together through sports, and this is a chance for her to make a truly global ARG—this one spans
five continents, and all ARG content is going to be translated into eight different languages. That's huger than anything to date. So, as far as ARGs go, this is spectacular. But the fact that the IOC and McDonalds and an interactive marketing company called
AKQA are among the big co-sponsors makes this ARG look like a "Come to Beijing! Don't boycott us!" gimmick. Even moreso when we look a little futher...
Those "strange packages" obviously weren't enough. McGonigal said that they soon had 1,000 players, but that they wanted millions. ("They"?) I suppose this is why the puppetmasters spoke out, flashing the big "ARG ALERT" sign. I've seen ads for The Lost Ring on various social networking sites now. Step 1, as it happens, is to watch the ARG's trailer, which is truly cinematic. There is something wrong with the phrase "ARG's trailer." You can't even look at The Lost Ring's website (where a lot of ARG content is located) without first either watching or bypassing the trailer. Watch that trailer, and then compare it to the
Year Zero trailer, which was more game content than anything else.
Having said all that, I think all the advertising is just a way to make people aware of the game and bring people to the main site where they can learn more. I've got no head for collective discovery, myself, and there is truly a lot to the game. Trailers and ads aren't part of the game, they're just gimmicks to bring you
to the game. And, what do you know, maybe this game is a gimmick to bring you to the Olympics. Funny old world.