Part of what makes an ARG fun is the exploration of the world. Phone number? Call it! Email address? Send one off! Just that fact that a recent fictional newspaper had a subscription phone number that did nothing but further the atmosphere of the world and point people to the website was something new players thought was the coolest thing in the world.

I think that there should definitely be side alleys (some people would call them red herrings, I guess), but it’s important *not to do too much*. My goal is to always tell *some* story in each and every phone number or autoresponder. Whether it’s a little character development, or background effects that give context, I think that’s the key. Definitely don’t want just “hey it’s me, leave a message,” without there being something more. It’s a matter of fair indicators to players.

I like to compare the arc of an ARG to a labyrinth. Without multiple doors to open or forks in the road to explore, it’s just a twisty hallway leading from beginning to end. Where’s the fun in that?