We Are Not The Agency

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Iteration 1: The website WeAreNotTheAgency.com was one of two websites that were related to the 2008 release of a home-spun Alternate Reality Game called, Operation: Sleeper Cell, that supported fundraising activities for Cancer Research UK.

Iteration 2: Around 2010 the domain registration for the site expired and a new owner turned the site into an online marketing firm. Below is the opening statement on the home page.

Iteration 3: Jump ahead to 2016 and once again the domain's registration expired. The newest owners of theWeAreNotTheAgency.com were so intrigues with the original ARG (Alternate Reality Game), they decided to search for as much information about the creators and reviews from 2008 that mentioned the game or the creator Julliette Culver and her team of contributors. Too bad the game is still not available, but the fund raiser has long ended, and only dribs and drabs of information remain from a number of sources. It's all rather mysterious since there were no archived pages from 2008.

 

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Iteration 2
CIRCA 2008

MSSV

Operation: Sleeper Cell - The Future of Fundraising
September 24th, 2008

Just under a year ago, I announced Let's Change the Game, a competition to fund development of an ARG that would raise money for Cancer Research UK. In February, the winning team, Law 37, began work on Operation: Sleeper Cell.

Over the next eight months, over twenty volunteers in Law 37 built an original game, story, backend, graphics and live events, all in their spare time. They were all unpaid, and they did it all in their own time. The level of dedication they've shown to Operation: Sleeper Cell is simply breathtaking, and today, they finally launched.

Operation: Sleeper Cell really is something new - it's the world's first massively multiplayer game designed to raise money for charity. As the press release (PDF) puts it:

Operation: Sleeper Cell will see teams of players from around the world working together to solve 'puzzle cells' in a grid. By donating money to the game, they can unlock extra cells for all players, and also advance the story, which takes place over websites, blogs, Twitter and even in real life.

ARGs, and online games in general, are in danger of becoming soulless, only interested in making money. Even 'serious games' shy away from asking too much of their players, in fear of scaring them away. Operation: Sleeper Cell sets out a bold challenge - by playing this game and donating, you can help cure cancer.

I have no idea how much money it might raise. I have no idea how many players it will attract. But I am glad that Law 37 has created Operation: Sleeper Cell, since it shows that games - this game - can aspire to help everyone in the world, not merely through awareness or education, but through cold, hard cash. It breaks down an old stereotype of gamers as antisocial kids, and builds up a new one, of responsible, creative, and caring mothers, fathers, teachers, writers, artists and programmers.

Kevin Waudby, Head of Innovation from Cancer Research UK, says:

Operation: Sleeper Cell breaks new ground for Cancer Research UK. It creates a cutting edge way of raising money and provides an opportunity to tell people about our work and key health messages. We are delighted that the Law37 team have created this game in aid of Cancer Research UK. We hope it will not only reach new audiences, but also entice our existing supporters to get involved, have fun and raise vital funds for our work.

Fundraising needs a new way of engaging younger and online audiences. Websites like Just Giving, that allow people to donate to charities online, are a good start, but only that - a start. We need a way of creating and nurturing strong communities that can help do good, and raise money for good causes. We have all seen the power of Obama's online fundraising in the US; we should be ashamed that nothing comparable exists for charities in the UK, or around the world.

Operation: Sleeper Cell is a brave start, and the game will provide valuable lessons for charities and organizations everywhere over the next ten weeks. I am immensely proud to have helped Law 37 develop this game, even if only in a small way.

So, please check out Operation: Sleeper Cell. Join up, try a few missions, set up a team - and if you're having fun, donate some money and unlock more missions! There's also a brilliant and thoroughly British story to follow, one of biscuit-eating and tea-drinking spies at The Agency coming together to active their sleeper cells and defeat the forces of 'E.V.I.L.' once and for all!

 

 

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The Ed Techie

26/09/2008
A New Way Of Giving?
My colleague, Juliette Culver, is involved in an interesting project called Operation Sleeper Cell. It's an online multi-user game, with challenges, puzzles, etc. Juliette describes it thus:
It's free to play and there are puzzles, creative challenges, a story to follow, events in real life, and lots of top secret stuff that I'd love to tell you about but can't. The game lasts ten weeks and there are new missions each week. If you enjoy things like treasure hunts, you should enjoy this I hope!

Nothing particularly new there (although it looks a good example of its genre). The really interesting part is that they've developed it for Cancer Research. You can donate directly, if you feel you're getting good value from the game, or buy cells in the grid to advertise.
This strikes me as a good example of several behaviours combining beneficially. It takes the open source motivation to be involved in an interesting project to get free developers, adds in the 'pay what you like' freakonomics model from Radiohead and others, mixes up the addictive elements of gaming and sprinkles with people's tendency to want to give to charity.
Who knows if it'll work, but it could be a real model of fundraising for the future. Of course, if they did a 'be a virtual educational technologist' one, then they'd be on to a real winner.

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play think learn
playful thoughts on games and learn

Monthly Archive: September 2008
Operation: sleeper cell
nicola 24 September 2008
Operation: sleeper cell launched this week and is a large-scale ARG, designed by volunteers, aiming to raise money for Cancer Research. Brilliant. There's a detailed description over on ARGnet.

It's all about ARGs
nicola 10 September 2008
I had another good day yesterday at ALT-C 2008, and was very pleased to finally meet Juliette Culver, Alex Moseley and Daniel Livingstone - all doing excellent work in games and education.The talk here has been very much centered on the potential of ARGs in teaching and learning and it's great to talk to other people without having to explain the concepts from first principles. Looks like ARGs might be the next big thing?Alex did an fantastic talk on the educational lessons that can be learned from ARGs, which struck a lot of chords with some of our recent ARGOSI findings. In his sample
of ARG players he found that the three reasons that people took part were: a) to solve puzzles, b) to uncover the story, and c) to be part of a community. He also presented seven key features of ARGs for education:

1. Problem solving at varying levels (graded challenge)
2. Progress and rewards (leaderboard, grand prize)
3. Narrative devices (characters, plot, story)
4. Influence on outcomes
5. Regular delivery of new problems/events
6. Potential for large, active community
7. Based on simple, existing technologies/media

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Observations from 2020
I use to love playing alternate reality games (ARG), you know those interactive networked narratives that use the real world as a platform and employs transmedia storytelling to deliver a story that may be altered by players' ideas or actions. However, after these past four years under the Trump administration and in particular this past year while living in New York City, I feel like I have been in the midst of a real time ARG with some really messed up players controlling everything. I won't even get into the dystopian state our country has been in under 4 years of Trump, just the Covid pandemic that hit in 2020, the resulting lockdowns, the incompetence of the government handling it on the federal level, the elections, OMG, and although the Democrats "won" the election the undermining of the integrity of the election by Trump, it's just overwhelming. I don't need to use a social media apps like Twitter or YouTube to experience enter and solve a fictional ARG. I'm living a real one, just like so many other people. Meanwhile I continue working from home between helping my kids with remote learning and trying to figure out what we will do regarding the upcoming holidays.

Time to put on my regular work hat and get back to editing photographs I took of an interior design / architectural project last week. It's a relief to have to focus on just my work and not keep checking the news websites to see what new drama is being played out.

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Digital Games and Learning

Monday, 17 November 2008
My thoughts on ARG (alternate reality gaming)
Lately, I've been doing a bit of thinking about Alternate Reality games. I was introduced to them last year but in the last few months I've heard about them at a conference (see previous entry for thoughts on ECGBL), watched two very different ones unfold, and been along to the Sandpit during the London Games festival. I've also been lucky enough to have had conversations about them with Justin Pickard and Juliette Culver, who have been involved with Superstruct and Operation Sleeper Cell respectively.

Now Superstruct is similar to World Without Oil (and both are projects that Jane McGonigal has been helped create and run) in that it involves imagining yourself in an alternate reality crises - in this case it is 2019 and the combination of five different superthreats mean the end of the world as we know it by 2042. Players are encouraged to write their own stories about their experiences in this possible future, and to discuss possible superstruct solutions with each other in order to extend the human races survival horizon. Operation Sleeper Cell is a bit different, as it is a spy-themed game that requires players to solve a series of puzzles with the ultimate aim of helping to raise money for Cancer Research UK (click here to donate money or sponsor a player). Meanwhile, the Sandpit describes itself as "pervasive gaming night" since you actually need to show up and play in the same physical location as other people, while the games themselves ranged from competitive storytelling in the Extraordinary Adventures of Baron Munchausen to chasing "Mr. Smith" around the streets of Soho€¦.

So what about the ARGs I've been paying a bit more attention too? Well while the games I outlined earlier are all rather different but they all contain an element of blurring the line between reality and fiction. In Superstruct's case, by using the internet as a platform, player's create their own narratives to fit in with the scenario of the game. Now while I am capable of stringing sentences together, I haven't attempted any form of creative writing since I was in school so I'm not sure this appeals to me that much. I know it's about envisaging my own future but I'm not very good at that either, despite repeated attempts from my supervisor to get me to do so. I find it difficult to picture where I'll be in 10 years time, let alone to imagine the skills and knowledge I may have acquired by then, so it's no surprise that I've avoided completing my SEHI profile. Instead, I've been checking the updates, having a look at some of the discussions people have been having and thinking that it would actually feel a lot like work and less like fun for me to take part in Superstruct on a more active basis. And I guess I can't help thinking about whether any of these debates and ideas will make a serious difference in the real world.

I've been a bit rubbish with Operation Sleeper Cell as well. I've signed up and had a look round, even solved a couple of puzzles but I haven't really got going with it. I guess I prefer the way the game is puzzle based, but when I don't know how to solve one I tend to give up. It's not clear where I can go for help even though there are forums you can look at and ask questions on (whereas I guess I want a "hint" type button that I can go for right there and then). I suspect it would be a bit more fun to play the game in a group with some friends, and that would also help with the trickier puzzles too. What I'm less keen on are the missions where you have to reconstruct a bond theme/dress as a spy/make a cake and take photos to send to the Agency. I'm guessing this is where we get the blurring of reality and fiction? Maybe I'm just not all that creative, but again this seems like an awful lot of (not always relevant) work for someone who's favourite video game genre is the point and click adventure!...

I guess ARGs are still a developing medium and perhaps it's not always the correct term to apply, but there are some interesting issues emerging from these forms of gaming. In terms of education, it is clear there are ethical issues that need to be considered if you were going to try and adopt this sort of approach. I think it's also fair to say that this form of gaming does not necessarily appeal to everyone's tastes, so while it may be engaging and active, and get people to collaborate (or at least play together), some thought needs to be put into who would get the most of learning in this way. It would seem, as with digital games, there is a lot of potential here but a fair amount of work still needs to be done before the educational applications are clear. Despite being interested in them though, I don't think that ARGs are going to be the main focus on my PhD so the next post will see a return to a focus on video games and what I've been playing.

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Game Pitch: Operation Sleeper Cell

The Guardian
Aleks Krotoski
Friday 10 October 2008

Last week, we belatedly announced the release of Operation: Sleeper Cell, a home-spun Alternate Reality Game supporting fundraising activities for Cancer Research UK. This week, we welcome one of the team who made it, Juliette Culver, who's stood under the grill and has answered our tough questions. Keep reading for all kinds of insights into how to build your own (alternate reality) game for just £1000.

Explain your game to my mum in 140 words.
Operation: Sleeper Cell is a game about biscuits, tea (stirred not shaken) and loveliness. It's an online game to raise money for Cancer Research UK and is free to play. You are trained as a special agent by a secret organisation known as The Agency that works to spread loveliness throughout the world. During the course of the game you work together with other agents to accomplish missions, solve puzzles, raise money for Cancer Research UK and eventually uncover enough intelligence to save the word from The Agency's arch-enemies E.V.I.L. You can also follow the inner goings-on at The Agency and might even find things spilling over into real life...

How do players control the game?
The game centres around 'the grid'. Some cells on the grid are 'sleeper cells' that give you missions to complete. As you do so, you go up in rank in The Agency and get access to more difficult missions as well as secret intelligence uncovered by the sleeper cells. But before players can access a mission, each cell needs to be unlocked with a donation. Sponsoring a cell in this way, gives the sponsoring team a head start over other players on the mission behind that cell. It's also possible to sponsor other cells on the grid with an image and link.

What is your background?
Last year, there was a competition called Let's Change Game to design a game to help the work of Cancer Research UK. Our team, Law 37 won that competition and Operation: Sleeper Cell is the result. Everyone working on the game has been volunteering their spare time, so our backgrounds are really varied. Although we're new to making games such as this one, we've all been keen games players of some shape or form and in particular have a strong contigent of former Perplex City players.

Name your competitors.
Not long after Operation: Sleeper Cell launched, The Red Cross announced a game called Traces of Hope. Also kicking off around now is SuperStruct, a game about inventing solutions to future global problems. Both those games are very different from ours though - Operation: Sleeper Cell is far more light-hearted. Another big difference is that we're also trying to raise money for a charity as part of our game.

How many players do you have now and what's your target in 12 months?
We've got about 200 active players since we launched at the end of September. We'd like to have a lot more by the time the game finishes at the end of November as well as hopefully have raised lots of money for Cancer Research UK! As well as providing some fun and raising money, we also hope that what we're doing will make people in the gaming world think about new ways that games can reach out and do good.

What's your biggest challenge?
Trying to fit making the game into our spare time! Everybody on the team has worked amazingly hard to make this game happen and it's incredible what they've achieved in the time. As well as that we've got team members as far apart as Edinburgh and Paris. This has meant that chances to meet and work on the game together in real life have been few and far between and we've had to make the most of what time we've had.

What's the weirdest development experience you've had thus far?
That would probably be revealing too many secrets as to what is to come in the game!

What's your distribution/publishing plan?
You can go an play it now. Just go to www.operationsleepercell.com and sign up.

Are indie-developed games the latest killer app?
It's been great having the creative freedom that we've had in developing the game. We were given a budget of £1000 to make the game, and that's forced us to be quite imaginative but at the same time has enabled us to do lots of things that we wouldn't be able to without that sum of money. On the other hand, making the game with a household-name charity like Cancer Research UK behind us has also really helpful.

Are you the next big thing?
It'd be great if it games for social causes such as charities and education did really take off. Games often have a reputation that leaves something to be desired - as timewasters or scapegoats. It'd be really great if we could turn that around and show that games can be a force for good in the world.

 

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More Background on WeAreNotTheAgency.com

WeAreNotTheAgency.com is a domain that has cycled through several notable incarnations, each reflecting broader trends in digital culture, online marketing, and participatory storytelling. Its history, ownership, and evolving purpose make it a compelling case study in how digital spaces can be repurposed across different eras and communities.

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1. Ownership and Evolution

Ownership Structure

The ownership of WeAreNotTheAgency.com has changed hands multiple times since its inception. Domain ownership is often opaque, with registrars providing only basic contact information unless the owner chooses to be public. However, public domain records and internet archive snapshots indicate that the site has been associated with both creative collectives and digital marketing professionals over the years.

Historical Context

Digital agencies and creative collectives frequently use memorable domain names to build brand recognition. WeAreNotTheAgency.com stands out for its provocative name, which suggests a deliberate distance from traditional agency models. This self-aware branding is common among independent marketing firms and creative groups that seek to distinguish themselves from larger, more bureaucratic competitors.

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2. Popularity and Audience Reach

Traffic and Engagement

While specific traffic data for WeAreNotTheAgency.com is not publicly available, examining similar digital marketing and creative agency websites provides context. Industry benchmarks suggest that small to mid-sized digital agencies can attract tens of thousands of visitors annually, with engagement metrics varying based on service offerings and marketing strategies.

Audience Profile

The site’s audience has likely shifted over time, reflecting its changing purpose:

• Early Years: Attracted fans of alternate reality games (ARGs) and participatory storytelling, especially those interested in charity-driven initiatives.

• Marketing Era: Targeted small to medium business owners, entrepreneurs, and organizations seeking digital marketing expertise.

• Recent Years: May appeal to digital culture enthusiasts, marketers, and those interested in the history of online communities and ARGs.

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3. Location and Proximity

Physical Location

There is no publicly available information confirming a physical office or headquarters for WeAreNotTheAgency.com. This is consistent with many digital agencies and creative collectives, which often operate remotely or as distributed teams.

Proximity to Industry Hubs

Given the global nature of digital marketing and ARG communities, the site’s operators and audience are likely spread across major tech and creative hubs such as London, New York, San Francisco, and other cities with vibrant digital cultures.

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4. Awards and Recognition

Industry Awards

There is no evidence that WeAreNotTheAgency.com has received formal industry awards. However, its association with innovative projects—such as early ARGs for charity—may have garnered informal recognition within niche communities.

Press and Media Coverage

The site’s early association with a notable ARG for Cancer Research UK attracted media attention from gaming and technology blogs, as well as mainstream outlets covering innovative fundraising methods. Coverage typically focused on the blending of gaming, storytelling, and charitable giving, highlighting the project’s creative approach to community engagement.

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5. Menus and Services

Service Offerings

During its marketing agency phase, WeAreNotTheAgency.com likely offered a range of digital marketing services, including:

• Pay-Per-Click Advertising: Managing online ad campaigns for clients.

• Affiliate Marketing: Developing partnerships to drive sales through referral networks.

• Search Engine Optimization (SEO): Improving clients’ visibility in search engine results.

• Mobile Marketing: Creating strategies for reaching audiences on mobile devices.

Website Structure

The site’s menu would have reflected its service offerings, with sections dedicated to each marketing discipline, client testimonials, and a contact form for inquiries.

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6. Goals and Mission

Early Goals

Initially, the site’s goal was to support innovative fundraising through participatory storytelling and gaming. The focus was on engaging communities to raise money for charity while providing an entertaining, collaborative experience.

Marketing Era Goals

Later, the goal shifted to helping businesses grow their online presence through expert digital marketing services. The emphasis was on delivering measurable results and building long-term client relationships.

Recent Goals

In recent years, the site may have aimed to preserve the legacy of early ARG projects, document the history of digital storytelling, or serve as a portfolio for creative marketing work.

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7. Reviews and Reputation

Community Reviews

Early reviews from the ARG community praised the creativity and dedication of the project teams, noting the innovative use of game mechanics for charitable fundraising. Participants highlighted the sense of community and the fun, collaborative spirit of the games.

Client Reviews

During its marketing agency phase, client reviews would have focused on the quality of service, effectiveness of campaigns, and professionalism of the team. However, no substantial public record of client testimonials is available from independent review platforms.

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8. History and Development

Origins

The domain was first associated with a collaborative ARG project designed to raise funds for Cancer Research UK. The game, developed by a volunteer team, used puzzles, storytelling, and real-world events to engage players and encourage donations.

Transition to Marketing

After the original project concluded, the domain was repurposed as an online marketing agency. The new owners leveraged the site’s memorable name to attract clients seeking innovative digital marketing solutions.

Recent Developments

In more recent years, the domain has been used to document the history of early ARGs, celebrate the achievements of volunteer teams, and explore the intersection of gaming, storytelling, and marketing.

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9. Press and Media Coverage

Early Coverage

The original ARG project received coverage in gaming blogs, technology news sites, and mainstream media. Articles highlighted the project’s innovative approach to fundraising and its use of transmedia storytelling.

Marketing Era Coverage

As a marketing agency, the site may have been featured in industry publications or case studies, though no major media coverage has been documented.

Recent Coverage

Recent mentions of the site are rare, but digital culture enthusiasts and historians of online communities occasionally reference it as an example of early participatory storytelling and marketing innovation.

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10. Cultural and Social Significance

Impact on Digital Culture

WeAreNotTheAgency.com is significant as a case study in the evolution of digital spaces. Its journey from a charity-driven ARG platform to a marketing agency reflects broader trends in how online communities and businesses adapt to changing technologies and audience expectations.

Social Impact

The original ARG project demonstrated the potential of games to drive social good, inspiring other initiatives that blend entertainment, community, and charitable giving. The project’s emphasis on collaboration and creativity set a precedent for future digital fundraising efforts.

Legacy

The site’s legacy lies in its ability to bridge creative storytelling, community engagement, and digital marketing. It serves as a reminder of the power of online communities to innovate and adapt over time.

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11. Details, Insights, and Examples

Creative Approach

The original ARG project was notable for its use of simple, accessible technologies to deliver a rich, immersive experience. Players engaged with the story across multiple platforms, including websites, blogs, and social media, blurring the line between fiction and reality.

Marketing Innovation

As a marketing agency, the site emphasized creativity and results-driven strategies. The team’s experience working with large companies and diverse industries positioned them as trusted partners for businesses seeking to expand their online presence.

Community Engagement

Both the ARG and marketing phases of the site relied on strong community engagement. The original project fostered a sense of belonging among players, while the marketing agency built relationships with clients through personalized service and ongoing support.

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12. Audience and Target Market

Early Audience

The original audience consisted of gamers, storytellers, and charity supporters interested in innovative ways to make a difference. The project attracted a diverse group of participants, including students, professionals, and creatives.

Marketing Audience

Later, the target market shifted to small and medium businesses, startups, and organizations seeking digital marketing expertise. The site’s messaging emphasized experience, creativity, and a results-oriented approach.

Current Audience

Today, the site may appeal to digital culture enthusiasts, historians of online communities, and marketers interested in the intersection of storytelling and technology.

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13. Known For

Innovative Fundraising

WeAreNotTheAgency.com is known for its early association with a groundbreaking ARG that raised money for charity. The project demonstrated the potential of games to drive social impact and inspired similar initiatives.

Creative Marketing

The site is also recognized for its creative approach to digital marketing, leveraging its unique brand to attract clients and deliver innovative campaigns.

Community Building

Throughout its history, the site has been a hub for community engagement, bringing together players, creators, and marketers around shared goals and interests.

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14. Insights and Lessons

Adaptability

The site’s evolution highlights the importance of adaptability in the digital age. By repurposing its brand and platform, WeAreNotTheAgency.com has remained relevant across different eras and industries.

Collaboration

Both the ARG and marketing phases of the site were built on collaboration—whether among volunteer game developers or marketing professionals. This collaborative spirit has been key to its success and longevity.

Innovation

The site’s history is marked by innovation, from pioneering new forms of fundraising to developing creative marketing strategies. This spirit of experimentation has set it apart from more traditional agencies and platforms.

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WeAreNotTheAgency.com is a unique digital space that has evolved alongside the internet itself. From its origins as a platform for innovative charity-driven ARGs to its later incarnation as a creative marketing agency, the site has demonstrated the power of collaboration, adaptability, and innovation. Its legacy lies in its ability to inspire and engage communities, push the boundaries of digital storytelling, and deliver results for clients and causes alike. As the digital landscape continues to change, WeAreNotTheAgency.com stands as a testament to the enduring potential of creative online spaces.

 

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