As the players of The Lost Ring watch the Beijing Olympics, they’ll see more than the rest of us. They’ve been playing an Alternate Reality Game, creating new significance for events and locations in the real world. Companies are interested in ARGs because they see players able to interact with brands at multiple levels, as well as creating mystery and excitement around the brand. These games are player-constructed, unpredictable, and may not even survive under the moniker “Alternate Reality Games”. Whatever they grow into, they’re showing us new ways of collaborating, recreating, and engaging the world around us.