New 'speculative videogame' begins online

From c|net News: an article on a new 'speculative videogame' that recently began. c|net calls it "alternative-reality gaming" but it basically boils down to the same thing - it's a type of game where part of playing comes from online clues (like fake websites, designed to look like real ones), and part from physical clues in the real world (like classified ads in USA Today, special phone numbers one can call, etc). Longtime readers will remember me getting a little obsessed over the first such speculative game to make it big, Microsoft's "Who Killed Evan Chan," designed as a highly experimental marketing campaign for the Steven Spielberg movie A.I.; ever since then, I've always had an interest in following new games that are modeled on a similar approach.