FITC Toronto 2020

2020-04-19 00:00:00 2020-04-22 00:00:00 America/Toronto FITC Toronto 2020 FITC Toronto is a three-day professional celebration of the best the world has to offer in design, web development, media and innovation in creative technologies. Toronto FITC EST Toronto


Gamification is ubiquitous, from social media to marketing, as it is a tool that can be very useful to engage users. Perhaps the most extreme embodiment of gamification is in alternate reality games, or ARGs. Martin and Max have had the chance to work on ARG marketing campaigns for video games launches, most notably for Hello Games and Paradox Interactive. These projects were probably the most demanding they ever had to work on and transformed their understanding of the gamification process.

Gamification is still a concept that is misunderstood by many. In this presentation Martin and Max wish to demystify gamification, especially in the context of digital projects, and go behind the scene on the creation of an ARG.


To share experiences building ARGs for the gaming and hacker communities, and inspire attendees to integrate some gamification and increase user engagement in their projects.

Target Audience

Anyone interested in ARGs and gamification. Designers, storytellers, programmers

Four Things Audience Members Will Learn

  1. What exactly is an ARG and gamification in general
  2. Some key elements used to engage users, that distinguish a standard process from a gamified one
  3. Examples of challenges faced when building ARGs
  4. Inspiration through real-world examples