Alternate reality gaming - A development of advergaming

Alternate reality gaming - A development of advergaming, the concept of alternate reality gaming was pioneered commercially by online campaigns for products such as the film Al and the game Halo 2, which combined reality and fantasy using the Internet. Alternate reality gaming efforts can blend computer game play, hoax web sites and unfolding online mysteries with offline activities such as phone messages and other sinister-seeming intrusions into gamers' real-world lives. In e-commerce terms, the concept can be used as a promotion or as a medium for carrying ads.