Despite their interesting features, Alternate Reality Games like The Beast and ilovebees really got their start as marketing campaigns. Since World Without Oil, there has been growing interest in using ARGs for serious purposes. Game community Unfiction is sponsoring a one-day event, Embrace the Chaos, to help people understand how to use these games. The cost is $175 before Sept 30 and $200 thereafter.

I think it's a bit unfortunate that the organizers have positioned the event toward marketers ("Alternate Reality Games and online experience marketing when done correctly create a powerful connection between the audience and you"), but I guess it is the advertisers who would pay to attend an event. The organizers have also told me that there will be an audience seminar for players to give creators about their games.