Lee discussed the incredible, intense engagement that ARG players have with the medium (he uses the number of invitations to players' weddings as an index to judge the success of a game) and described some of the framework for building future games with comparable engagement.
ARG: Nine Inch Nails Year Zero (Charge)Link to my notes, Link to talk precis
* Trent Reznor wrote an album wanted it to be the soundtrack for an experience
* Hid songs on flash drives hidden in concerts, clues in spectographic analysis of songs
* Secret underground concert -- fans were brought to a secret location where NIN played, halfway through the wall fell down and they were invaded by a SWAT team
* The album and game was a dystopian commentary on the increased trend to authority