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Usually on event of larger conflageration, when loss of human life is a possibility, I experience euphoria and renewed optimism for ARG design.
Since White Wolf is going to do a MMO based on (new?) World of Darkness, why not have large ARG content (initially mostly for self-advertisement), such as world wide web pages on the real internet that are to reflect WWW pages that might appear in the game-world. Imagine how pleased players of the game would be to arrange recorded phone-calls from important NPC! Man, that would rank higher than Night-Flirt and probably make more money too.
Also, a psuedo-internet within the game would probably be nifty cool beans, particularly if it's not just email (and if hacking is possible). It would be really cool to use an in-game pseudo-internet to manage power structures one has influence over and such... without the character ever leaving the comfort of their own Haven. Think $$$$ made with a minimum of bandwidth strain and database demand, just with the player clicking on TEXT OPTIONS! Man, no hassle whatsoever.
Oh, and if you make a deal with a nationwide pizza chain, DO NOT CANCEL IT unless they begin demanding stock options. If they try that, shoot them at leisure. I could've screamed because I signed up with Everquest 2 just after the Domino Pizza thing ended. I wanted to sit around my house never leaving for months, fastening on pizza. And it stopped. I want some pizza from this. I think other people do too.
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