[This started life as a Twitter thread]
If you’re a TTRPG GM or creator, I suggest you go and look at what the WWE is doing with their White Rabbit ARG. It’s a great example of how you create games and puzzles that draw in players of all types while leaving no one feeling alienated.
What is the White Rabbit ARG?
For those unfamiliar, this ARG started when WWE played a vocals-only version of Jefferson Airplane’s White Rabbit at non-televised live shows. There was no reason or context given for this. The lights would go out, the song would play, and the show would continue.
After several days, this happened during a televised show. But, it happened when television viewers were in the middle of a commercial break. But still, no context was given. The commentators on TV didn’t reference it happening.
In fact, the only way for those not at the events to know this was happening was thanks to fans recording these moments and posting them to social media. Generating loads of buzz in the process.
Then, during an episode of Monday Night Raw, a QR code was seen twice during the show. The first QR code was stuck to a locker. Later a fan in the crowd held up a sign showing the code again.
This code led users to a hidden video on the WWE website. Said video showed a White Rabbit playing a game of hangman. The game asks: “Who Killed The World?” After selecting several letters, the rabbit spells out “You Did.” Then the video shows a date. This date was when the next episode of WWE Smackdown would air.
On Smackdown, viewers got another QR code. This led to another game. Once this game was finished, viewers were rewarded with a set of coordinates. The coordinates point to the stadium where the next episode of Raw will be filmed. It also showed the word patricide.
Interestingly, this second game was leaked before Smackdown aired.
An account called /u/-smash-to-black- posted a video of the teaser to Reddit’s main wrestling subreddit. However, their version ended with the word coal rather than patricide.
This account then posted a description of what the next tease will be before the user suddenly deleted their account. Leading to speculation if this was a leak or an attempt to add even more intrigue to the game.
Then WWE left signs on peoples’ cars after a show. Featuring the White Rabbit and the coordinates. Suggesting this promotion will break out of the confines of WWE’s usual spaces. And the videos are full of references and nods to various characters currently active in WWE.
The White Rabbit ARG Is a Puzzle Design Masterclass
One of the best things about this is how WWE has relied on fans sharing this information on social media. The QR codes nor the song have been officially referenced by the commentary team or WWE itself. And this makes the whole thing feel more immersive and exciting.
Plus, while the QR codes are easy to spot, not having commentary or other characters reference them makes these elements feel missable. This makes those who spot them and scan them feel like they’ve done something really cool, as it rewards viewer/player ingenuity.
But at the same time, these puzzles are still very accessible, preventing a situation where some people who want to participate are locked out by a difficulty wall. This is crucial when you realize that WWE’s audience is broad and demographically mixed.
But the best thing about this ARG’s layout is how it offers something to players of all interest levels. If you don’t care, that’s fine. When the White Rabbit starts to compete in wrestling matches. The show’s commentary will tell you what you need to know about them.
If you’re curious about the story but don’t interact with the online wrestling community, that’s also fine. The first QR code teaches you everything you need to know and makes it clear you should watch for more QR codes to get more of the story.
If you’re part of the online wrestling community, there are loads of extra clues and hints for you to theorize about. And many of these little details reward you for knowing about the WWE’s current storylines and characters.
The White Rabbit musical segment changes subtly from venue to venue. Some shows have a flash of red light during the event. Others have smoke fill the stage, making it fun to look for videos of every single WWE live event.
The incorrect hangman guesses spell out Demon, referencing wrestler Finn Bálor. The White Rabbit videos use a font associated with wrestler Bray Wyatt. Another wrestler said they were “10 feet tall” during a promo. Which is a lyric from the Jefferson Airplane song.
It feels like it was designed to give long-term fans something to talk about and theorize about. And it has clearly worked as online wrestling spaces are talking about this non-stop.
But the best thing about this is how well it has guided viewers through the story in a way that maintains hype and intrigue. Each code has given viewers a little suggestion of the grander story. But also a concrete next step.
Sure, most of these steps are simply “watch the next show.” But these steps mean that players don’t feel totally lost or excluded from the experience. And each clue helps build up anticipation for the next. Making you wonder what the upcoming video will show.
It is easy to imagine that this style of breadcrumb dropping could be used to massively expand this ARG’s scope. Allowing it to include hidden videos, exclusive live events, and even dead drops. Without ever excluding or locking out part of the player base.
At the end of the day, this ARG is an advert for WWE. And, like anything linked to WWE, it will end with two people clashing in a wrestling ring. But right now, it is an excellent example of how to build an intrigue-filled story that draws players in and gets them excited.
And it shows how to support this storyline with puzzles that allow players to flex their knowledge and feel like ace detectives. But at the same time, players with less time or subject knowledge don’t feel alienated and excluded from the game. They still get to enjoy the story!
Jonathon Greenall is a freelance writer, artist, and tabletop roleplaying game designer who has written for CBR, Polygon, Nintendo Life, Gayley Dreadful, Enbylife, and many other publications. They have also published several popular and highly-praised tabletop roleplaying games including “You Have One Ability….The Ability To Fuck This Up,” “Macarons, Milkshakes, And Magic,” and “Wander Wizards.”
Jonathon has always been fascinated by media, from the big hitters to the small, obscure, and often overlooked titles that linger on the sidelines, capturing both the on and off-camera stories that make these shows so fascinating.
Jonathon is also a major anime fan, having been exposed to the medium through shows like Sailor Moon and Revolutionary Girl Utena. Since then, Jonathon has maintained a passion for anime, watching most new shows each season and hunting down overlooked gems from previous ones.