ABSTRACT
Chapter 4 considers how this blurring of boundaries between reality/fiction and content/advertising problematises issues of digital labour, where fan audiences (wittingly or otherwise) perform marketing work for free. It questions whether we can describe the ‘work’ of promotional ARG players as ‘free labour’ or ‘exploitation’ as these terms have previously been conceptualised. This discussion takes into account players’ perspectives on their own work, and how they perceive the value of their labour. It examines the roles of ‘swag’, the gifting economy, relationship marketing, and the player/PM relationship. The latter significantly affects how players view not only their own labour, but the labour of game designers. It allows them to view PMs almost as allies, with the same aims, goals, and priorities for ARGs, which do not align with those of marketers. This also highlights an interesting dynamic whereby players identify with PMs in their apparently shared labouring, which almost functions to justify their own work.
