Year Zero (game)

Year Zero
Developer(s)42 Entertainment
Release2007
Genre(s)Alternate reality game

Year Zero is an alternate reality game (ARG) by American studio 42 Entertainment based on the Nine Inch Nails concept album of the same name.[1] Although the album was released on April 16, 2007, in Europe, and the following day worldwide,[2] the game had been underway since roughly February 12, 2007, and was expected to continue for approximately eighteen months.[3]


The game was created by 42 Entertainment, the same group responsible for the Halo 2 promotional alternative reality game I Love Bees.[4][5] Frontman Trent Reznor called the game "a new entertainment form".[4] In response to criticism[6] regarding the promotion of the album, Reznor stated:

The term "marketing" sure is a frustrating one for me at the moment. What you are now starting to experience IS "year zero". It's not some kind of gimmick to get you to buy a record - it IS the art form... and we're just getting started. Hope you enjoy the ride.[7]

  1. ^ "Kerrang discusses movie possibility with Trent Reznor". Kerrang!. March 6, 2007. Archived from the original on March 9, 2007. Retrieved March 13, 2007.
  2. ^ "nine inch nails: current". NIN.com. February 5, 2007. Archived from the original on October 31, 2004. Retrieved February 13, 2007.
  3. ^ "RIAA Goes After NINE INCH NAILS Fans Over Deliberate Leak Campaign". Blabbermouth.net. April 3, 2007. Archived from the original on April 6, 2007. Retrieved April 4, 2007.
  4. ^ a b "Cryptic Web sites build buzz for Nine Inch Nails". CNN. Reuters. April 2, 2007. Archived from the original on April 8, 2007. Retrieved April 6, 2007.
  5. ^ "42 creates viral campaign for Nine Inch Nails". digitmag.co.uk. February 14, 2007. Retrieved February 16, 2007.
  6. ^ Jay Shukla (March 26, 2007). "Nine Inch Nails - Pretty PR Machine". STV. Archived from the original on September 30, 2007. Retrieved April 8, 2007. In appropriating the methods of the PR companies to promote his own art, Reznor is not only leaving himself open to attack, he is raising serious questions about control, manipulation and authenticity.
  7. ^ "The Spiral (registration required)". Archived from the original on April 29, 2012. Retrieved February 5, 2006.