The game was originally scheduled to end with the release of the film on June 29, 2001, but it continued running throughout the summer. Ultimately, fifty websites with a total of about one thousand pages were created for the game. To prevent a connection between the websites and "A.I. Artificial Intelligence" promotion, the websites were registered to various individuals with the surname Ghaepetto, a reference to Geppetto, and under fake phone numbers and addresses. The game's creators later became known as the "Puppetmasters". Kevin McLeod was one of the Puppetmasters. He was assisted by Thuc Doan Nguyen on sites like Cybertronics, Eliza's Tea Room and others. Microsoft also initially denied involvement in the game's development, though this was believed to be part of maintaining the integrity of the game's intrigue.