"Rival Peak" is game that lets thousands of players control AI characters living in a "Lost"-like world

I won’t be doing it either but I can see how it makes sense. You need to do something like that in social media to get mass audience participation. If they did it on its own website and only promoted it on social media only a fraction of their current audience would click through. And Twitter doesn’t let you embed apps like this. As mentioned in the text they could do it on Twitch but that would be an entirely different audience than the one they seem to want to reach.

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