ARG uses meta references to immerse the player in the subject’s world because it extends to real life. It makes an experience more immersive, sometimes even giving the participant(s) choices that could affect the outcome.
The Dad youtube channel is a good example. Nathan Barnatt plays the “Dad” character and he sets up the ARG as he sprouts a new channel featuring the Dad character and denies all ties that it’s him and talks about how someone is impersonating him and his character on his original channel, all the while posting strage videos on his dad channel, completely in character. Although it’s obviously him, he sets up the premise that the whole thing is a real, giving audience reasonable evidence to believe it is at face value.
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