Hamlet in tma universe:
Elsinore is a place filled with fear.
Laertes leaving to France was him trying to evade becoming an avatar or being targeted by one of the fears. in the end it's all for nothing: he became an avatar of the Hunt, ready to do anything just to kill Hamlet.
by pretending to be mad Hamlet starts serving the Spiral, but he's also targeted by the Lonely: no one (except Ophelia) really understands his struggles.
after Hamlet lashes out at Ophelia (already marked by the Lonely) she's marked by the Spiral and becomes mad.
Horatio is an avatar of the Eye: he was the one listening to Hamlet, observing the events without interfering, and he knew that the Ghost would drive Hamlet mad and that the duel with Laertes would end badly for him.
Hamlet was Horatio's only friend, he also didn't had any family, so after Hamlet died Horatio became the perfect target for the Lonely.
Old Hamlet's ghost is an avatar of the Spiral. sure, Hamlet had his suspicions before but it was the ghost who made him doubt everything. Hamlet wasn't sure if the ghost is indeed his father and that fits the entity of lies and deception pretty well.
Claudius tried to use the fears without being targeted or bound to them, he tried to use the Web and thought that he succeded, but in reality he was the one being used - his actions caused his death.
Gertrude doesn't believe in the entities. or at least she claimes that. but ignorance won't save you.
Rosencrantz and Guildenstern are the Stranger: your childhood friends who you really loved! but underneath the familiar faces, smiles and reassuring words that they came here simply to see you, there's something dark, wrong. their motives are not what they seem to be.
Fortinbras is bound to the Web: at first glance he didn't had anything to do with the events, but the Web's methods are unnoticeable and who was the only one who got what they wanted in the end? Fortinbras.
