Since 2000 ludologists and game designers have been talking about a new kind of game, that cannot be confined into a video game console later defined as Pervasive games. Since then, Alternate Reality Games (ARGs) have emerged phenomena in the domain of Pervasive games. ARGs are interactive stories in which the audience is also a crucial character, and its decisions drives the narrative.  Through this workshop we aim at opening up the discussion between academics, artists (game designers, writers, filmmakers and industry (entertainment and production companies) regarding design principles and aesthetics of this growing genres.