The Number One Educational Resource for the Game Industry
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Overview:
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Animal Well is a tricky game to market. Its screenshots may not look particularly impressive, nor even do short video clips. One of the things that makes Animal Well special is the secrets hidden throughout the world, but it was proving very difficult to communicate the feeling of uncovering secrets within the game without ruining them. We decided to demonstrate this feeling through the use of ARGs in which we buried puzzles within trailers and blog posts. This strategy was very effective in communicating what's special about the game while also giving our community something fun to engage with in exchange for their attention. But there was also a bit of a dark side. We noticed some people in our community chasing after shadows in ways we worried may not be healthy. We'll discuss how we approached this and some advice for others considering a similar strategy.
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