An author/perpetrator of an Alternate Reality Game is called a puppetmaster. In most cases, many puppetmasters are involved in a game, because there is a good bit of work to be done, widely divergent work. Such tasks include burying clue boxes on a GPS coordinate, having cryptic cards printed and distributed, or playing an in-game character for a recorded message.
The most widely known Alternate Reality Games are the A.I. tie-in "The Beast" and the Halo tie-in "I Love Bees." It is not a coincidence that the owner of record for almost all of the Web sites in "The Beast" had the surname "Gheppetto". (Further, both The Beast and I Love Bees were produced by the same team: 4orty2wo.)
You might also be looking for:
- The trope about people who control puppets, which is Marionette Master.
- The trope about people who control other people like metaphorical puppets, which is The Chessmaster.
- The trope about people who control other people like literal puppets, which is People Puppets.
- The trope about aliens who control people like literal puppets, which is Puppeteer Parasite.
- The sci-fi novel by Robert A. Heinlein about aliens who control people like literal puppets, which is The Puppet Masters.
- The horror film from Full Moon Pictures which spawned nine sequels of varying quality, which is Puppet Master.
- The reoccuring supervillain in the Marvel Comics fictional universe who mentally controls his victims by sculpting their likeness from a special radioactive clay, which Phillip Masters, aka "The Puppet Master".