Maddie reference spotted in Bungie trailer

By Ellie Gibson Published 26 September, 2008

Controversy kicks off over what it means.

Speculation is mounting that the new trailer for Bungie's next Halo project features a reference to missing five year-old Madeleine McCann.

The trailer, released yesterday, has since been the subject of widespread analysis on the internet, as reported by Videogaming247.

Apparently the message "MADDIE, WHERE ARE YOU?" appears in three frames of the video. A debate has now kicked off over whether this is a reference to the missing girl, who disappeared in May 2007.

Bungie has yet to comment on the matter.

'Maddie reference spotted in Bungie trailer' Screenshot maddie

We found it.

Picture of Ellie.

About Ellie Gibson

Since joining Eurogamer in the mid 2000s, Ellie has written about subjects as diverse as the fall of Gizmondo, the rise of Hollyoaks actresses in Red Alert games and the noise a bear makes under NSFW circumstances.

Read more articles from Ellie by visiting the Ellie Gibson archive page.

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Comments (69) Latest comment 3 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • markypants #1 3 years ago

    Good publicity. Bad Publicity. It's all publicity.

  • DutchDemons #2 3 years ago

    if so, i think thats a little ....ehm..inappropriate?

  • morriss #3 3 years ago

    I'm sure there are over a 1000 American missing persons cases that we in Europe know nothing about whatsoever.
    Edited by 1 at 26/09/08 @ 07:15

  • Tyronne #4 3 years ago

    Well its one way to get some extra news mileage out of this but the chances of it being `the maddie` are very slim to none.
    I am sure there are many more high profile American/Canadian lost girl cases they could have used if they had wanted but what would be the point?

    I think this is a classic case of some people having way too much time on their hands.

  • aldo_14 #5 3 years ago

    It's April 1st, right?

    EDIT; actually, anyone who gets offended over this needs a swift boot in the nuts or other appropriate sore area.
    Edited by 1 at 26/09/08 @ 07:32

  • KujiGhost #6 3 years ago

    Nothing but an unfortunate coincidence, but what can you do? It's not the first time such things have happened; The Ben Affleck movie "Gone Baby Gone" had its release delayed in the UK as it had many similar parallels with the McCann case, but ultimately it came and went. People should realise that while the story was huge here in the UK, people in the US were not subjected to it as much as we were.

    I hope the UK press don't jump on this and turn it into another nonsense GAMES = EVIL story. Although it is quite telling how much the name "Maddie" has been burned into the British subconsciousness...

  • KujiGhost #7 3 years ago

    I think the chances of that being true are slim to none. No games company would do that, let alone one as conscious of its fans as Bungie.

  • Grunk #8 3 years ago

    The folk at Bungie are probably sitting around saying:
    "who the fuck is maddie?"
    news doesn't travel in to the states, only out. They don't even know who John Smeaton is.

    One of the devs probably took a flight connecting in London, and saw a where's amddie poster, thought nothing of it but had it lodged in their subconcious, only to surface amid controversy

  • peterfll #9 3 years ago

    Sorry, as hard as it is for some people to accept, it's just a coincidence. I'm sure they Bungie boys haven't a clue who Dear Brave Maddie is.

    Unless the McGanns have co-financed the game with their extraordinary wealth from the Save Maddie fund.

  • peterfll #10 3 years ago

    Who is John Smeaton ?

    \Googles

  • MrXBob #11 3 years ago

    I can't even believe you picked up this 'story', EG. This is the most ridiculous peice of journalism I've ever read (and I visit CVG every day...) There are millions of people in the world called Maddie. Get over it.

    This just goes to show how f*cking pathetic people are. Anybody that seriously believes that Bungie put this in the teaser because of her needs to get a clue.
    Edited by 1 at 26/09/08 @ 08:07

  • peterfll #12 3 years ago

    Oh. Is he supposed to be a national hero that I should know the name of immediately?

    I really don't read enough tabloids.

  • digiwalsh #13 3 years ago

    Because as we all know. Madeline McCann is the only child who's ever gone missing.

    >_>

  • MrXBob #14 3 years ago

    @digiwalsh: EXACTLY. I'm so fucking done hearing about this kid. Yes it's sad that she went missing - but the whole scenario stinks to high heaven and I really don't care what happened anymore. She was probably killed the very night she 'dissappeared' so lets just shut the hell up about it.

    I don't care that the parents are out on some 'crusade' (I think they call it fraud these days). And I really don't care that Gamesradar needed to get some extra hits and so wrote a peice about something that has literally NOTHING to do with this kid. Can't wait for the papers to get hold of it.

  • sergeantdisco #15 3 years ago

    Bloody kids, always wandering off.

  • mazzl #16 3 years ago

    i totally agree with MrXBob
    EG should try and remain some class and NOT publish gossip and total crap :p on their site.
    please son't turn into the sun or something like that

  • AssassiN Verified Owner/Editor, Computers N Stuff #17 3 years ago

    Internet in making something out of nothing shocker!

  • MrXBob #18 3 years ago

    @squarejawhero: This is absolutely NOTHING like that Jamie Buldger incident. You do realise that almost everything to do with Halo's storyline has already been written, right? The plots, the locations, the whole universe including CHARACTER NAMES was done before the first Halo was even released.

    So don't try and turn this on Bungie, because it's quite obvious they'd have no reason to put this in their game other than IT BELONGS THERE. It is nothing to do with a real child that is missing, okay? Now put down your Sun and go and read a proper newspaper. Idiot.

  • MrXBob #19 3 years ago

    "it's far too massive a coincidence not to be done on purpose. "

    Get over yourself - really. Like has already been said there are a million people called Maddie - it's a very common nickname for a very common name. What about Maria, huh? Where are all the idiots screaming at Epic for having a missing woman called Maria in Gears of War 2? It's in all the trailers - Dom talks about it all the time, he goes around with a damn photo asking everybody where she is. I'm sure there are missing people right now in the world called Maria.

    This whole thing is clearly because way too many people have an 'It's Bungie - lets hate' mantra, and it got old about 3 years ago. Grow up.
    Edited by 1 at 26/09/08 @ 08:28

  • dr_faulk #20 3 years ago

    No one else in the world is called Maddie?

  • woodnotes #21 3 years ago

    Madeline McCann is / would be a seven year old now, EuroGamer.

  • Moonprince #22 3 years ago

    Maddie can just fo!

    Sick of hearing about it!

  • brooza #23 3 years ago

    Bungie took her!

  • woodnotes #24 3 years ago

    Just realised. The whole Maddie disappearance was just part of a massive global Halo viral marketing campaign. The McCanns were in on it. Even the Portuguese police, the Pope and British forensics were in on it. Maddie is alive, safe and well with Luke Smith.

  • UncleLou #25 3 years ago

    "I'm sure there are missing people right now in the world called Maria. "

    Yeah, and there's a massive, world-wide media frenzy, with a similar "buzz phrase", right...

    Please, try not to be quite so naive.

  • Tyronne #26 3 years ago

    Halo...is it me your looking for?

  • MrWonderstuff #27 3 years ago

    I agree with Mr Squarejaw, the sound truth of a well-rounded North Londoner.

  • Brainboy #28 3 years ago

    sketchfactor (Brian Jarrard) of Bungie says:

    This is an unfortunate coincidence but there is no connection between Bungie's game and the tragic disappearance of that little girl.

  • andywilkie35 #29 3 years ago

    "Madeline McCann is / would be a seven year old now, EuroGamer."

    I thought she was three and she was taken two years ago, resulting in Eurogamer's correct assumption that she is/would be five

    "Ideal opportunity for a quick top-up to the Maddie fund! "
    "Maddie can just fo! Sick of hearing about it!"

    My thoughts exactly

    "Unless the McGanns have co-financed the game with their extraordinary wealth from the Save Maddie fund."
    "Bungie took her!"

    haha!

  • login_name #30 3 years ago

    People see what they want to see. Is it possible that this is a reference to Madeleine McCann? Of course it is. Is it likely? Not really, but never say never. This should really have been confirmed before being splattered across "news".

  • mikeck #31 3 years ago

    As if we need further incitement for the Daily Mail, and the red-top papers to run their mouths against the gaming industry, again...sigh.

  • nickthegun #32 3 years ago

    Maddie has appeared in Bungies trailer?

    FOUND HER!

    /claims reward

  • Thunderbolt #33 3 years ago

    On another note, to anyone deeply entrenched in the Halo universe -

    Has there ever been reference to a Maddie character, either in the Halo game, book or graphic novel?

    Edited by 1 at 26/09/08 @ 09:41

  • Dark_Stranger #34 3 years ago

    I cant believe some of the comments I am reading on here & the level in immaturity of some of you guys. Ok, it may or may not be related to the little girl going missing, but for fcuk sake, grow up. This little girl was possibly abducted from her family. I suspect that most of the insensitive comments are from immature 18+ year old boys that have no concept of what it would be like to loose a child or how the little girl would feel by missing her mum/dad. Ok, we are simply discusssing a game, but also a little girl.

  • Yossarian #35 3 years ago

    "Has there ever been reference to a Maddie character, either in the game, book or graphic novel?"

    In a book, yes.

  • kinky_mong #36 3 years ago

    And no, Maddie is NOT a common name.

    Pretty bloody common where I come from. My mum's a Maddie and I know at least another two. I didn't wake up to the news last year thinking my mum had been kidnapped.

    "Princess Diana is riding a dolphin to find Maddie. What are you doing?"

  • tomjoadsghost #37 3 years ago

    holy crap, thats a moonlighting reference which spun waaaaaay out of control.

  • Rushy #38 3 years ago

    Worst, most sensationalist news story I've ever read on Eurogamer.

    Its a name, many people have this name, and it just so happens someone in this fictional universe has the name Maddie too.

  • andywilkie35 #39 3 years ago

    "I cant believe some of the comments I am reading on here & the level in immaturity of some of you guys."

    Imagine what Frankie Boyle would be saying if he was on here. Who knows, he might be, apparently he's hosting the Golden Joysticks Awards or whatever they're called.

    Here's a choice quote of his regarding the Shannon Matthews kidnapping case:

    ""It's my view that the ugly ones always get found, her step-dad probably taped a picture of Maddy McCann to her face."

  • Brainboy #40 3 years ago

    squarejawhero: "What does matter is what they say to the press rather than holding off." Why do Bungie need to comment on a news story that makes no sense whatsoever in the first place? Any news "source" that decides to spin this into sensationalism is hardly a serious one. In fact, I'm pretty disappointed this was run on EG.

    Besides, as Yossarian pointed out, there is a fiction reference to a Maddie.

  • Yossarian #41 3 years ago

    I think people really need to take into account that outside the UK and Portugal, this story hasn't been pounded into everyone's consciousness. I was in a chat room about the trailer yesterday, and none of the Americans/Canadians had any clue what the reference was, or even an inkling about who Madeleine McCann was.

    Bungie may not even realize that this could cause any stir whatsoever. Do you have any idea how many open missing child cases there are in the US?

    I'm surprised at EG running this story at this stage, especially as they are always harping on about the sensationalism of the tabloids using controversy in videogames to sell papers. Or, in this case, hits.
    Edited by 1 at 26/09/08 @ 10:00

  • septimus #42 3 years ago

    Bullshit coincidence that will be blown out of all proportion thanks to stories such as this. Just waiting for someone who works for the Sun or some crap like that to read this (it happens) and for an 'outcry' to occur.

    Lame.

  • SpaceMidget75 Verified Senior Software Developer, Minerva Computer Services #43 3 years ago

    @squarejaw

    Do me a favour and put down in words WHY you think Bungie did this.


    Then when you've done that, read it and realise how ridiculous it sounds.

    After that, look up Occams Razor on Wikipedia or something.

  • SEVQA #44 3 years ago

    “I think people really need to take into account that outside the UK and Portugal, this story hasn't been pounded into everyone's consciousness.”

    When dealing with what could and will be a millions of pounds project not doing research from a marketing perspective is suicidal! Bungie are idiots for doing that no other word for it. If it was intentional and my suspicions are that is. I’m glad I’ve not bought a Bungie product since Halo 2. YOU TATESLESS STUPID CXNTS!

  • mikeck #45 3 years ago

    "When dealing with what could and will be a millions of pounds project not doing research from a marketing perspective is suicidal! Bungie are idiots for doing that no other word for it. If it was intentional and my suspicions are that is. I’m glad I’ve not bought a Bungie product since Halo 2. YOU TATESLESS STUPID CXNTS! "

    And award for OVER-REACTION goes to...

  • SEVQA #46 3 years ago

    And a p45 for a Bungie employee goes to....

  • HEAVYface #47 3 years ago

    +1 simakperrce

  • mikeck #48 3 years ago

    I've seen a few references in comment form on various gaming sites/forums where apparently there is a brief mention of 'maddie', but it's pretty superfluous - "master chief is talking to Linda (one of the other spartans) and he accidentally refers to her as Maddie"

    I'm not sure this warrants enough attention to become a major factor in this new campaign, so it's a pretty obscure reference, however, who knows?

  • Carpathian #49 3 years ago

    Yossarian: I'm surprised at EG running this story at this stage, especially as they are always harping on about the sensationalism of the tabloids using controversy in videogames to sell papers. Or, in this case, hits.

    I was going to post the very same thing. Unless the Eurogamer staff truly believe that Bungie are including the name on purpose then the only other explanation is simply pure coincidence.

    If they're making the former assumption then I'd imagine they better be damn sure of the ground they're standing on - I don't think Bungie et al will be liking that tone. If it's the latter then posting this story is poor journalism at best and gutter-level hit-seeking at worst. Either way it really shouldn't be on the site.
    Edited by 2 at 26/09/08 @ 10:25

  • Walshicus #50 3 years ago

    Even reporting on a coincidence such as this is irresponsible given the nature of the fucking awful British press.

    Bungie's community lead has already written it's a coincidence. Why would an American company even be aware of some Scottish kid who was abducted in Portugal? How many of us here can name even one American missing person?

    Gah! Come on Eurogamer, don't give the tabloids anything to work with.

  • Immaterial #51 3 years ago

    Madonna's gone missing?

  • The-Bodybuilder #52 3 years ago

    I'm with squarejaw on this one.

    I find EGs gutter-sensationalism disgusting, yet I evenm more appalled of the "defence" (if you call it that) of bungie to the point where people feel the need to talk about thier hate for maddie and the mcCanns. Gamers really are idiots (most of the time).

    I would wager and guess that this is intentional, but was meant to be good-intentioned. Anyone who thinks bungie are just some isolated hillbillies with no connection to the outside world are niave. Even if NOT A SINGLE PERSON at bungie doesn't know about the maddie case (highly unlikely), do you think they just handed over some CD to a bunch of guys at MS PR, told them to run it and put it on LIVE, and they just did it, without looking at it? Do some of you people know how marketing work.

    Like I said, probably intentional, with good nature.

  • SEVQA #53 3 years ago

    "Like I said, probably intentional, with good nature."

    You plank!

    How would you like it if that was your kidnapped and maybe raped and murdered kids name, used for marketing out of ignorance or (how that could be good natured) no matter what!

    Yes some of us do know about marketing, and Bill Hicks had it spot on! People in marketing are SCUM putting a $ tag on everything and lying to everyone. If you work in marketing your sucking Satan’s cock on a daily basis!
    Edited by 1 at 26/09/08 @ 10:41

  • SpaceMidget75 Verified Senior Software Developer, Minerva Computer Services #54 3 years ago

    "Oh and Occams Razor has cropped up again. It's the new internet meme for people who like to throw big words around without much backup."

    For starters Occams Razor is very relevant to this discussion. You also nothing about, me, my age or my education but feel it necessary to just assume I'm some 4Chan idiot who's found a 'meme'. No doubt just like your use of the term meme eh? What backup would you like?

    Secondly I don't own a single Bungie game and have played Halo 2 MP a couple of times. That's it - no fanboyism here.

    I'm simply saying that between the choice of:

    Bungie have put "find Maddie" into a trailer as reference to Madeline McCann when it has nothing to do with the game and would OBVIOUSLY cause upset amongst Sun readers, thus publicising their game - because all publicity is good publicity.

    or

    Some poor young worker added a Madeline McCann reference for SOME reason (???), and yet EVERYONE who saw it didn't ask why.

    or

    Maddy is major character in the new campaign and they've added that as a teaser.

    That's my stance. That's all I'm saying.

    And your comment about Maddy not being a popular name. My son has two friends called Madeline, as is his cousin.

    EDIT: Spelling again!
    Edited by 1 at 26/09/08 @ 11:04

  • dward1976 #55 3 years ago

    Regardless of the topic, you guys are doing exactly what EG want...post in these comment threads. Every page refresh is money in their pocket.

  • Yossarian #56 3 years ago

    "Even if NOT A SINGLE PERSON at bungie doesn't know about the maddie case (highly unlikely), do you think they just handed over some CD to a bunch of guys at MS PR, told them to run it and put it on LIVE, and they just did it, without looking at it? Do some of you people know how marketing work."

    It really isn't highly unlikely. This isn't a news story of any note outside of the UK and Portugal. The number of missing children in America probably numbers in the thousands. How many faces on milk cartons can you name? Bungie are American. The Microsoft guys who looked over this teaser are American. Even if they noticed a single frame flickering a cryptic message (and it is a flicker that is effectively unnoticeable unless you watch the video back frame by frame), it is actually 'highly unlikely' they would know what it could suggest to a certain audience.

    This is a European site staffed and populated primarily by people from the UK, who of course are looking at this with a certain perspective. It is not a perspective the wider world, or game developers/publishers in Seattle, halfway around the world, will necessarily share or understand.

  • Anthony_UK #57 3 years ago

    in the context of the trailer, there doesn't really seem to be any real reason for the words 'where's maddie' next to a sad face to appear on screen. Maybe this wasn't intentional, but there is no doubt In my mind that someone somewhere must of flagged this up at some point, and I find quite easy to believe that it left in to create the attention it's now getting.

    I really hope I'm wrong....

  • SpaceMidget75 Verified Senior Software Developer, Minerva Computer Services #58 3 years ago

    @squarejawhero

    "Bungie have to disprove the connection, but that still doesn't get the PR department out of the woods. "

    I'm was never debating you on that point.

    I have read you initial comment which is what I was replying to:

    "Now, whether or not it's unintended or any other such bullshit, it's far too massive a coincidence not to be done on purpose. You're just guessing it's part of the plot, nothing more."

    You're saying it was done on purpose and that we're guessing it's part of the plot. That was my whole point in mentioning O R. I think its far more probable that it's just part of the plot as opposed to a purposeful Madeline McCann reference and all the complexities that that theory has with it. I've mentioned them in my post above and will not reiterate them.

  • SEVQA #59 3 years ago

    @Yossarian

    So you’re basically saying, if they didn’t know about it!

    The majority of Americans are ignorant idiots including the ones with a lot of money.

  • mikeck #60 3 years ago

    "The majority of Americans are ignorant idiots including the ones with a lot of money. "

    Let's tarnish a whole country because of the attitudes of a few - your comments get more ridiculous the more you post on this thread...

  • Carpathian #61 3 years ago

    squarejawhero: I've got my ad blocker off for EG, as they deserve the money to be frank.

    They're using my ad-generated cash to change their name?

    "I've read Kotaku and I'm going to have a browse of Frank next"

    Nope. Doesn't work for me.
    Edited by 1 at 26/09/08 @ 11:39

  • SEVQA #62 3 years ago

    Well it’s true!

    Fucked our economy
    War with poor country’s
    And a retarded Muppet as President and you question what I said!

  • Yossarian #63 3 years ago

    "So you’re basically saying, if they didn’t know about it!

    The majority of Americans are ignorant idiots including the ones with a lot of money."

    I'm saying it's unlikely they would know about it. Are you on top of every news story that comes out of America, let alone Australia, France, Egypt, or the fucking Lao People's Democratic Republic? Or are you an 'ignorant idiot'? I know it's difficult to take off the blinkers after being bombarded with this Madeleine McCann mess for however many months and years it has been now, but this story does not register abroad.

    Honestly, I'm sick of anti-American attitudes on this site. It's so cheap and easy, and so utterly unfounded in fact. It is no more acceptable than any other blanket generalizations by race or country of origin.

  • SEVQA #64 3 years ago

    @Yossarian

    Considering the economic climate we are in right now of which the USA is greatly responsible for as well as this war on terror, oil and drugs. Which has now shown to do us no benefits other than put us all in the poor house on a global level. So I think its time that America’s administrations and corporate institutions were held accountable for their actions no matter what and dealt with immediately, this debate being a good example. And using ignorance as an excuse is no longer an excuse, how do you think that idiot of President got away with so much for so long, by pleading ignorance most of the time. What was his comments about the stock markets a few months ago, oh yes “I will be long gone before those people on Capitol Hill work out what happened in Wall Street”.

    “Honestly, I'm sick of anti-American attitudes on this site. It's so cheap and easy, and so utterly unfounded in fact. It is no more acceptable than any other blanket generalizations by race or country of origin.”

    Now is that founded enough for you, and as a free and democratic individual I give you choice to read listen, agree, disagree or fuck off! and stick the race card up your arse!
    Edited by 1 at 26/09/08 @ 12:07

  • Optyk #65 3 years ago

    I dont see the problem, it's not like Bungie hid a refrence to the prophet Mohammed in the video or anything.Wait, whats wrong with that?

  • JaysonG #66 3 years ago

    Ban this sick filth!

  • Brodie #67 3 years ago

    I think the lesson to be learned here is that no names of anyone ever involved in any kind of scandal, upset, furore, broo-ha-ha or skullduggery should ever be used anywhere in the world ever again.

    For any purpose whatsoever.






    Edited by 1 at 26/09/08 @ 14:56

  • muscleblade #68 3 years ago

    @MrXBob

    A little girl being abducted is among the worst things that can happen. Who knows whats happening to her right know. Everything possible should be done to find Maddie no matter what. I have a little girl, i guess you dont.
    Edited by 1 at 26/09/08 @ 17:42

  • Feanor #69 3 years ago

    This one really brought out the wackos.