Belgium ARG for TV Show Emma


Emma sites


Emma, a television series broadcast on Belgium Public Television (VRT), has announced that they have created an ‘alternate reality game’ extension to the TV series; like Xenophile Media’s Extended Reality Game for the TV series ReGenesis in Canada; Hoodlum Entertainment’s online murder mystery extension to Emmerdale in the UK; Hoodlum Entertainment’s online extension to Fat Cow Motel in Australia; and numerous extensions in the US, including the recent Heroes 360 Experience and The Lost Experience. This is the first multi-website extension with an ‘alternate reality’ aesthetic that I’m aware of in Belgium. Indeed, I’m craving information about non-US projects! So please email me or comment if you know of any projects both past and present.

But back to Belgium. VRT sent out an invite to bloggers to attend the press conference. I am so pleased to see they did that. I’ve been recommending launches to have both traditional journalists invited to launches as well as bloggers and podcasters. Although, they sent out the requirement to register your interest and blog details before you attended, which upset some bloggers. The video of the launch is online and from what I can tell from the images (I only understand English), there are many sites using Google Pages, MySpace, fictional company sites, puzzles and so on. Looks like they’ve put alot of time and effort into this.

Main Emma site:

Some ingame sites are listed here:

More ingame sites listed here:

Video of launch:

I’d love a translation of the video or any info about the game as it is described on the site. So, if you’re able to, let me know!

9 thoughts on “Belgium ARG for TV Show Emma

  1. Hi Christy – I don’t think I was upset about the way VRT invited us, but it was definitely very amateuristic and that was worth saying. The bloggers that went to the press conference had a good conversation with the organisers on how they could improve the approach in the future.

  2. Hello Kris, I’m glad some bloggers (including yourself) helped VRT out with some advice. I must say though, that the invite to bloggers and podcasters alone is quite progressive compared to most broadcasters (beyond Belgium obviously)!

  3. Pingback: ARGR
  4. No hadn’t seen that Kris. What good timing! Very interesting.

    Well, it sounds like Australia is the only place that doesn’t court bloggers…or maybe it is just me who isn’t courted!

  5. Hi,
    Im a student and i helped to create it, now im making sort of an essay about it, so im glad i found an article about the emma game on this site!
    the game explained:
    Emma’s father is dead and the player can find out who killed him on the internet before they can see it on TV. There are blogs, myspaces and fictional company sites, a site about a woman who can see the future,…
    (the game is made low budget with free websites and few sites where registerd)
    The content of the sites goes parallel with the TV show and the players can interact (not much) with the characters. There are mini games wich unlock secret facts (movie, sound) about the TV-Show, and people register to get in a ranking system. There is a cool end game and people can win PSP-consoles and Emma-stuff.
    You can mail me if i need to explain someting on

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