"The narrative is shaped--and ultimately owned--by the audience in ways that other forms of storytelling cannot match. No longer passive consumers, the players live out the story."
From Frank Rose, in Wired-16.01, who goes on to say, "Eight years ago, this kind of entertainment didn't exist; now dozens of such games are launched
...attracting millions of followers on every continent."
I suppose millions of readers "on every continent" might be a nice constituency for any author or illustrator.
Cross-pollination possibilities abound herewith.