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This dissertation research shares instructors and instructional designers’ lived experiences from having used or designed creative and immersive learning using alternate reality games and transmedia storytelling for teaching and learning. Eleven people participated as co-researchers and shared in in-depth interviews their innermost experiences. Data was analyzed using transcendental phenomenology. The essence of the co-researchers’ lived experience, that of being part of a transmedia teaching culture using game-like narratives, was one of being a Learning-Coach—“Sensei”