Theres something very alluring about alternate-reality-games. They allow designers to craft intricate, baffling puzzles based around scientific minutiae and intense math that would be impossible to solve in a conventional game, and the community will crowd-source a solution. For the most part, ARGs are used for advertising purposes (Halos I Love Bees campaign is the most notable example), but in recent years that sort of insane puzzle design has begun to creep its way into our regular entertainment. Fez is infamous for puzzles that took the entire internet months to solve, and GTA Vs post-game alien mystery still has players stumped (though it might be an elaborate joke).
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