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Rallying the Resistance: 'Frog Fractions 2' Alternate Reality Game


Justin Bortnick (Writer/ARG Master, Twinbeard)

Location: Room 20, North Hall

Date: Wednesday, March 21

Time: 11:00am - 11:30am

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Business & Marketing, Design

Format: Session

Vault Recording: Video

Audience Level: All

Writer and ARG Master Justin Bortnick will reveal the mysteries behind the beloved (and notorious) 'Frog Fractions 2' alternate reality game, from the early days of design through the origins of the mysterious resistance and their sparkly foes all the way to the explosive end that put the launch day of their game into the hands of their fans. Learn how what was meant to be a one to three month experience spiraled out of control into nearly three years of madness, and ultimately concluded as one of the most successful and popular ARGs of the modern gaming era.


Attendees will gain a broader understanding of unorthodox marketing techniques as campaigns like ARGs continue to grow in popularity, a sense of the benefits and drawbacks of rapid content development, real-time narrative composition, and a sense of wonder that secrets can still exist in games today.

Intended Audience

The intended audience for this talk is a cross-section of developers who want to learn how to add mystery into their games and marketers who want to learn why the 'Frog Fractions 2' ARG was considered so successful when other recent similar efforts have met with lukewarm to cool responses.