Video Gaming News - June 2005
New York, NY (June 27, 2005) - MTV today announced a strategic
relationship with Midway Games to market, jointly sell in-game advertising and
collaborate on soundtrack development for three upcoming games.
From MTV:
The first title shipping under this deal is expected to debut this holiday
season with Midway's upcoming high-octane, arcade racing video game, L.A. RUSH.
In addition to the innovative marketing alliance to launch the game, LA RUSH
will feature MTV branding throughout the game world with the crew from the hit
MTV show, Pimp My Ride,” West Coast Customs. The soundtrack contains over 75
songs from over 20 artists including Twista, Lil' Kim, Big Boi and DJ Rap. The
other two games under this deal will be announced at a later date.
Gaming is an essential part of the every day lives of our audience and MTV is
where game publishers turn to launch their biggest titles,” stated Jeff Yapp,
EVP, MTV Networks Music and LOGO Enterprise Group. This unique alliance with
Midway allows us to move beyond a traditional advertising relationship and
become true partners in the success of these titles. We will integrate our
expertise in music, television, and online media to help one of the video game
industry’s top publishers deliver exciting, new, culturally resonant games.”
MTV is a key partner in terms of overall marketing reach; their programming
truly defines pop culture worldwide. Together, we will work on finding
innovative ways to integrate interactive entertainment, media and programming,”
said David Zucker, president and CEO, Midway. By combining forces with MTV, we
ensure that great titles like L.A. RUSH, which are targeted to passionate
gamers, get the maximum amount of exposure.”
Sumner M. Redstone, who owns a majority of the voting shares of both MTV and
Midway, said: I am delighted that Midway is the first to enter into this
exciting new business model, which harnesses the power of MTV’s brands,
intellectual property and promotional engine to Midway’s top-rated games
development and publishing abilities. And I am also delighted to report that the
independent special committee of Viacom’s board which oversees relationships
between Viacom and Midway recommended board approval, and that this
recommendation was accepted by the full Viacom board.”
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