Lee, Elan
14.11.2006
Joystiq interviews Elan Lee of 42 Entertainment (19.12.2010)

“if you think of an ARG, the whole point of an ARG is to engage the audience member in kind of this bizarre ‘trust dance,’ this concept where they want desperately to believe that this stuff is real because it makes it more fun, and the role of an ARG is to do everything in its power to make them not feel stupid about taking that leap with us. And we are in this bizarre position where product placement actually enhances that. If the characters in your story are doing real things, are going to a restaurant that actually exists, that makes the game better, rather than worse. That kind of product placement lets you take that leap with us so much more easily. Because ‘Oh my god, what if this thing is real? What if this person does exist? What happens if I go to that restaurant? What happens if I buy that product? What if… what if… what if…’”