[Here’s](https://youtu.be/A19R2mJPP9w) MatPat’s explanation of this they did their for the Theory channels on YouTube. You aren’t limited to just that sort of stuff. As far as I am aware, an ARG just has elements that link both a game and the real world
Bungie did one for Destiny that, I can’t remember a lot about. It involved some kind of buff or something that passed between characters in game, and ended up leading to people looking at lines of code somewhere, leading to images that made a map of a secret room in a raid, to unlock one of the exotic weapons or something.
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