For the past three years or so, I’ve been following this new trend in gaming where digital and real life play come together. Geo caching is a method of connectivity where users interact with each other through all forms of media in order to complete certain tasks. It’s taken a while to become noticed here in North America, but in Europe, real life scavenger hunts and alternate reality gaming has become immensely popular. Using GPS technology, cell phones, and the internet as tools to progress in the games, users are constantly in a state of conversation by working in teams to obtain prizes or rewards from the games.

Some might call it performance art, or just a really nerdy way of playing games. The social aspect of the medium is awesome, in a sense that companies have sponsored viral campaigns based around these games. Everyone is always talking, and in order to win, people need to be constantly conversing and sharing ideas. The web acts as a tool to give clues, and in a larger sense, continue discussion as people all over the world work together to figure out the giant puzzle. The science fiction buff inside of me loves the idea that some games will create an alternate future or past reality within our real life confines.

London has one upped the rest of the world in social media once again by hosting the “Hide and Seek” festival of social gaming. In my own mind, social gaming is a great way for brand oriented marketing and social networking. Dorito’s could be pushing a new flavour of their tasty snacks by holding a nation wide scavenger hunt. Users must follow clues to find some grand prize hidden somewhere in the country, and must communicate with others in order to achieve the end reward. What makes it even better is that there is no pay to play method. The game is totally free - but the cost of using the technology and huge amounts of traffic that will generate ad revenue on the site will pay off for the company. Frito Lay might also decide to sell out merchandise, authenticating the users experience within the game. There are a number of methods to generate a profit from this form of gaming, and it’s just getting better.