THE BUSINESS OF STORYTELLING: PRODUCTION OF WORKS, POACHING COMMUNITIES, AND CREATION OF STORY WORLDS
Accepted by the Graduate Faculty, Indiana University, in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
A paper [PDF] that uses copious quotes from This is Not a Game: A Guide to Alternate Reality Gaming and has section about the Ong's Hat project.
I found it rather interesting.
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