The New York Times - Alternate Reality Video Games Blur Many Lines:
"The cryptic notice, along with several subsequent ads in The New York Sun, The Times of London and Monday's Sydney Daily Telegraph, are the first tangible signs of a mystery called 'Perplex City' beginning to unfold online.
It is the latest well-funded entry in a young medium called 'alternate-reality gaming'--an obsession-inspiring genre that blends real-life treasure hunting, interactive storytelling, video games and online community and may, incidentally, be one of the most powerful guerrilla marketing mechanisms ever invented."
