Alternate Reality Games: Promotion and Participatory Culture

This book explores the unique nature of the producer/consumer relationship within promotional Alternate Reality Games (ARGs) by examining textual analysis, interviews with game designers, audience surveys, and close analysis of player forum discussion. It investigates how both media consumers and producers are responding to this new reconfiguration of the producer/consumer/prosumer dynamic to better understand the diverse advertising experiences available to media audiences today.

Format: Paperback / softback
Length: 144 pages
Publication date: 13 June 2022
Publisher: Taylor & Francis Ltd

This book delves into the intricate dynamics of the producer-consumer relationship within promotional Alternate Reality Games (ARGs). Through a comprehensive approach that includes textual analysis, interviews with game designers, audience surveys, and close examination of player forum discussions, it seeks to unravel the unique nature of this relationship. Historically, ARGs have been deeply intertwined with advertising, blending narrative storytelling with marketing strategies. As game designers navigate the evolving landscape of player actions, players gain the ability to influence the storyline, character behavior, and even the ultimate resolution of the narrative.

This book explores the responses of both media consumers and producers to this transformative reconfiguration of the producer-consumer-prosumer dynamic. It examines how consumers are engaging with ARGs, leveraging their active participation to shape the advertising experiences available to them. At the same time, it investigates how producers are adapting their approaches to cater to the evolving demands and preferences of media audiences.

By examining the interplay between participatory culture and the political economy of promotional communications, this book offers a profound analysis of ARGs. It appeals to academics and researchers in the fields of games, film, advertising, media, and cultural studies, providing valuable insights into the evolving landscape of promotional media and the diverse advertising experiences available to media audiences today.

Weight: 270g
Dimension: 216 x 138 (mm)
ISBN-13: 9781032338125