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Wearable game launching soon

Jennie Lees

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, solved by players working alone or together.

However, new ARG EDOC Laundry differs from precedent; its puzzle trail is wearable, in the form of a boutique clothing line which launches in March. The designers hope that their "skater" style clothing will become a talking point, tapping into the puzzle-solving, game-playing subconscious. This isn't the first ARG to sell puzzles, but clothing is a novel direction for games in general as well as ARGs--it will be interesting to see if it takes off.

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