Alternate reality games continue to make headlines as the next frontier for entertainment and marketing, and the iPhone seems to be the platform of choice.  CNET has taken a spin with a promotional iPhone app for the upcoming apocalyptic action film 2012.   They see the ARG as taking the experience to another level.  One nifty feature: incorporating the ability to make live calls from a player’s contact list for help with clues in the game.

As iPhone developers see it, 2012 and other ARG apps are just the beginning.  As the devices keep improving in tech and features, designers will keep exploring how to leverage this new gaming platform and mode of game play.  CNET sees it as the evolution of entertainment on smart phones.

Read more at CNET.