The 39 Clues

History for kids … ARG Style

Presented by Sherri and Mateo Segovia

November 13, 2008
Objectives
of the
Game

Blatantly
In front of the curtain:

ƒ Sell books (~$12)

ƒ Cards (~$7 for 16 cards)
ƒ Movie deal--Dreamworks
ƒ Also in libraries, order cards
with SASE (codes only),
buy/trade on ebay 2
Objectives
Behind the curtain (sort of):
of the
ƒ “S
“Subversively
b i l educational”
d ti l” (S
(Scholastic)
h l ti )
Game ƒ Encouraging “pull” reading… making
sure upcoming generation “is excited
about books”
ƒ Scholastic wanted to develop cross-
media projects

“We
We wanted to look at how publishing is going
to shift as technology changes.”

First author, Rick Riordan, is history teacher

and “avid gamer.” (ARGs?) Created outline
for entire series of 10 books. Each will have a
different author, guided by Scholastic
publishing team and kids focus groups.

http://www.publishersweekly.com/article/CA6591617.html

3
How the
Objectives
are Met
Books and cards sold in major book stores (NYT #1 bestseller)
ƒ Amazon, Borders, ebay, Wal-Mart (not Target)
ƒ U.S., England, Canada, Australia, New Zealand
Some retailers offer p
promotions of free cards
ƒ Wal-Mart and Borders in U.S.
Educational: provides immersive back-story to real events.
ƒ Book of historical fiction written by Award
Award-winning
winning author
ƒ Well designed cards and website…flashy
ƒ Suspense, peril, intrigue
ƒ Game puzzles and mini games galore (rewarding)
ƒ Prizes: possibly win real money ($100,000)

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The Story

Grace is the last matriarch of the Cahills, the world's most powerful family. Everyone from
N
Napoleon
l tto H
Houdini
di i iis related
l t d tto th
the C
Cahills,
hill yett th
the source off th
the ffamily
il power iis llost.
t 39 clues
l
hidden around the world will reveal the family's secret, but no one has been able to assemble
them. Now the clues race is on, and young Amy and Dan must decide what's important: hunting
clues or uncovering what REALLY happened to their parents. (amazon.com)

(kids save the world plot)

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Audio

http://scholastic.com/aboutscholastic/mediaroom/opk/39clues/39Clues.html 6
Game Play

The book sets the story

Kids participate in it via website, collectable cards and game
Can enter the game from an any of the abo
abovee
To find the 39 Clues:
ƒ Read the Books – Each 39 Clues book unlocks one Clue.
ƒ Collect the Cards – Game cards help reveal Clues.
ƒ Play the Game – Find Clues through online missions.
ƒ Win the Prizes – Play and you could be eligible to win prizes!

Http://the39clues.com 7
Participation
= Level 2

Total ARGN Activity:

S far…
So f 1 topic
t i
ƒ 49 pages, 727 posts
ƒ 43929 views
Started on pg
pg. 5…
ƒ 8 posts to date
Play game 2-3 x week
ƒ Listen to story
ƒ Ch k site
Check it ffor updates
d t
ƒ Solve puzzles
ƒ Play mini games
ƒ Keep up with ARGN posts via RSS
ƒ Have NOT read all of the material
available online.

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Enthusiastic
Player:
I would like to take a moment to check to make sure no new data has slipped by.

Card 400: Bookworm with attitude --- we found a physical card in Aulstrailia, but the code unlocks 416... so misprint I think - still no code yet
Card 401: The Wannabe Ninja---
Ninja we found a physical card in Aulstrailia,
Aulstrailia but the code unlocks 413...
413 so misprint I think - still no code yet
Card 402 - The Pint-Sized Assasin --- we found a physical card in Aulstrailia, but the code unlocks 415... so misprint I think - still no code yet
Card 403 - Clue Hunter's Best Friend--- we found a physical card in Aulstrailia, but the code unlocks 414... so misprint I think - still no code yet
Card 404: The Spy Kit - G69CTWHC9T (Walmart Card) --- so far virtual only.. and noone can confirm first hand the real source (but supposedly
it is in some "All You" magazine)
Card 405: Surveillance - G69CKR3K9T (Borders Card) --- physical card found in US (amoung other places), but printed ast #2 (it does unlock
405)
Card 406: Natalie's Strategy - G69DMK929T (Independent Bookseller) --- confirmed physical in US at a signing with Mr. Riordan
Card 407: The Underdogs - G69GJPMM9T (Hastings) - physical confirmed in US
Card 408: Meijer Card - nothing so far
Card 409: Walmart Card UK - nothing so far
Card 410: Natalie's Strategy - G69D22369T (Indie Card UK) --- no physical card confirmed... but we have the code (can anyone confirm 1st
hand where we got the code?)
Card 411: Borders Card UK - G69JWR249T --- virtual only so far ... and we got the code here:
http://www.timesonline.co.uk/tol/life_and_style/education/young_times/
http://extras.timesonline.co.uk//pdfs/spy-times.pdf
Card 412: The Pit Bull --- nothing so far
Card 413: Ninja Boy - G69K3JP99T (Angus & Robertson) - we have the physical card 401 that unlocks this... but no physical card printed 413 (I
beleive... any confirmations?)
Card 414: The Pup G69JTFHR9T (Angus & Robertson bookstore in Aulstrailia)- we have the physical card 403 that unlocks this... but no
physical card printed 414 (I beleive... any confirmations?)
Card 415: The Smallest Assassin G69GJ9TF9T (Angus & Robertson bookstore in Aulstrailia)- we have the physical card 402 that unlocks this...
but no physical card printed 415 (I beleive... any confirmations?)
Card 416: The Bookworm - G69GF9HN9T (Angus & Robertson bookstore in Aulstrailia)- we have the physical card 400 that unlocks this... but
no physical card printed 416 (I beleive... any confirmations?)

Is this correct? Does anyone have different/new data to correct/add?

---
My surveillance camera codes are 22FC46MJX2 and 237DRWJJX2... use them and pass them on!
Yes Correct/Add: 400-403 are not mis-prints,
Yes. mis-prints 412 is another dupe of 403/414 (these look like they going to end up as Virtual to me
me. 409 is a
dupe of Virtual 404 & probably is Physical. 408 has NO DUPE and is called "The Spaz" - again as Physical.

aliceinwunderland@forums.unfiction.com

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Is it an
ARG?

This is commercial ARG like, but not classic TINAG

Simulates real world elements?
ƒ Pretend external websites (due to age-group of target audience)
ƒ Pretend artifacts that simulate stolen archives, letters, maps, records
ƒ Pretend
P t d communication
i ti withith iin-game characters
h t

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Is it an
ARG?

Immersive elements?
ƒ Engaging fiction (hiring award winning authors for each book)
ƒ Collectible game cards (very popular with target audience)
ƒ Essentially a treasure hunt through fiction and gaming

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Is it an
ARG?

Collaborative/interactive storytelling?
ƒ None at all. However, remains to be
seen if player speculation will impact
future books
ƒ Books written byy multiple
p authors,, but
outline of plot and “ending” already
established
Changing technology and new media?
ƒ Y
Yes, for
f the
th publishing
bli hi iindustry,
d t N No
for the rest of the world

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Is it an
ARG?

Self-organizing nature of player base?

ƒ The game assigns people to different family
branches; the idea is that we are competing against
each other.
ƒ It
It’ss not clear yet how this will work
work.
ƒ Players are collaborating online to exchange card
info and ideas.
ƒ Some players sign up as all four family branches to
gain i access tto back-story
b k t off each.
h

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Is it an
ARG?

Final Verdict?

While the term “ARG” is never mentioned in any OOG news

releases, all evidence points to an attempt to simulate an
alternate reality. In this case, the alternate reality happens to be
the back-story of world history (including the player).

If we accept the simulation, this game is an ARG with two

important contributions to the art:

ƒ It is an ARG for kids

ƒ It is an ARG with an obvious revenue stream that doesn’t

doesn t seem to spoil the
fun of playing it.
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