In this phase, we work towards the core design plan, development planning and budget plan. This is the leading document in a go/no-go decision between all parties involved.

We kick off with one or two joint pressure cookers with key people from both parties. Together we determine core facets around the scope, target groups and call-to-actions of the proposed ARG. These sessions are followed by deep dive workshop sessions with SME specialists or key portfolio holders from the client’s side. These workshops provide deeper insight into the core facets, target group profiles and call-to-actions resulting from the earlier pressure cookers.

In more detail we focus on:

• The scope of the ARG:
  • Target groups: we define the main target group and divide them into sub-groups which can be targeted with different tailored entry points to the game. Later these groups are refined into so called ‘player profiles’.
  • Location: we define the geographical or online location(s) that we want to target.
  • Duration: we determine the desired length of deployment, and whether players should be able to step in and play at any time during this deployment period or that we want a more episodic approach.
• Call-to-action: we narrow down what the exact goal of the ARG is. In other words: what do we want the target group(s) to do? This often consists of a subset of elements like delivering on a certain experience or narrative that positively connects the player with the client or brand and creates engagement or values that exceed an individual action.
• The core narrative: we use your input and preferences to craft a narrative that is best suited for the particular brand or experience. This narrative won’t be fully finished at this point, but it’s enough to go ahead with for the choices to be made.
• Initial game design plan: this is when we determine the core game design components and the general flow and pacing of the game. The game-design itself will not be fully made here, it’s merely that you know what to expect before we start building the ARG.
• Deployment plan: this document gives the initial indications of how all parties involved will deploy the game and keep it running once it has started. This will clarify who takes care of key facets in the running of the game.

Our design team fleshes out the details to create the complete architectural blueprint of your game. We design the ‘Rabbit Holes’ (entry points where your target group enters the game), map out the player journey, and deeply explore player profiles. We also establish the visual style, narrative tone of voice, and assess the media platforms and channels we will use. If applicable, we will test the limiting or skill-set vetting elements of the game. These apply to games where we wish to filter and test candidates as the game progresses.

At the end of this phase, we deliver the overarching ‘lead design map’. This acts as the ultimate guide: a connected map of all nodes, narrative branches, and file references needed to build every element of the game.

This is where we build the actual game architecture and produce all the individual elements and steps. Through iterative content creation and rigorous technical testing, we refine the experience. We keep you involved to ensure you fully understand the mechanics of the final product. This phase is relatively fluid with the previous one in that we often start building overarching elements of the technical architecture already while we are still fleshing out details in the design that these elements don’t depend on.

Note: to keep the project efficient and cost-effective, we avoid making significant design changes during this phase. This phase is designed in accordance to parameters agreed upon earlier, specifically in the Core Design Plan, Design Brief and later Lead Design Map.

What this phase delivers: a fully constructed, tested, and ready-to-launch Alternate Reality Game (ARG).

We deploy the game elements and launch the Rabbit Holes to get players involved. If your team or a third party will be managing the game, this is where we provide hands-on training before and during the initial launch. We monitor the initial reception in the field and can tweak or expand entry points to maximize effectiveness.

At the end of this phase,  you’ll have a live, active game with strategically placed entry points to attract target audiences, and a fully trained live-management team.

The game is live! Depending on the design choices, Game Masters or Show Managers oversee daily operations and ensure everything runs effectively. For episodic one-off games, our designers actively manage the pacing, adapting the narrative on the fly based on player actions or real-world events to drive towards the final call to action.

In this phase we deliver a continuously managed, immersive experience that guides players towards your specific goals. Culminating in post-project documentation, lessons learned, and gathered data.