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Is Geoff Keighley the only "real" gaming journalist? We're not actually qualified to say, but we do know this: he certainly is an astute young fellow. Instead of jocking up Bungie's crotch for any scrap of Halo 3 news, he went below the radar and to one of our secret crushes, 42 Entertainment. The...

April 23rd 2007 at 3:58pm 0 Comments
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Gamasutra interviews Elan Lee, vice president of 42 Entertainment, alternate-reality game superstars. The company created I Love Bees for Halo 2, a project for the movie A.I., and other ARGs; one of its current projects is clothing with clues to an ARG game.42 Entertainment recently released Cathy's...

December 7th 2006 at 7:25pm 0 Comments
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For most gamers, 42 Entertainment gained notoriety after creating i love bees, a massive Alternate Reality Game (or ARG) that served as marketing for the launch of Halo 2 on the Xbox. Since then, Elan Lee has been busy. 42 invited poker fans to graveyards across the States as part of the promotion f...

November 14th 2006 at 2:25pm 0 Comments
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While alternate reality games of the past have been deployed as viral marketing campaigns for standalone video games, newer ARGs are looking to physical merchandise as a means of funding and distribution. ARGs are usually characterised by a trail of puzzles left across various in-game websites, solv...

February 23rd 2006 at 7:00am 0 Comments