Introducing MTV Games
MTV is carving out a place for itself in the ever-expanding video game industry. Its new division, MTV Games, will work with independent developers to create new content that caters to the MTV audience. MTV Games also will work with publishers, such as Midway, to promote in-game advertising, soundtracks and more. Get the details...
It appears that the big media conglomerates are showing increasing interest in getting their hands on the $10 billion (and growing) video game industry. Although Viacom has in a sense been a part of the video game industry vicariously through Chief Executive Sumner Redstone, who holds a majority of the voting shares of both MTV and Midway, Viacom's MTV is now in the game with its own "MTV Games" label. Additionally, MTV has announced a "strategic relationship" with Midway to collaborate on marketing, in-game advertising and soundtracks for three upcoming games.
Leveraging the MTV audience
MTV Games says it's "dedicated to developing, producing and promoting unique and creative gaming experiences that resonate with MTV's audience." The newest MTV division plans to create original IP at its new interactive studio, and it will work with independent game developers to make things go as smoothly as possible.
"We are forging into new territory and are enthusiastic about this unique and exciting new way of working with game publishers and independent game developers," Jeff Yapp, EVP, MTV Networks Music
Jamie Leece, former President of Gotham Games (a division of Take 2), will serve as MTV Games' Executive Producer working with independent developers to identify new projects. Marc Nesbitt has been appointed Sr. Producer of MTV Games and will oversee all project production and creative. Joseph Varet, Director MTV Business Development & Strategy will handle MTV Games' business partnerships and strategic relationships. Finally, Tony Calandra, Sr. Director of MTV Interactive Products, will manage MTV Games and Jeff Yapp, EVP, MTV Networks Music and Logo Enterprise Group will oversee the entire game business—Yapp reports to Rich Eigendorff, COO of MTV Networks Music and Logo Group.
Creating, marketing new IP
MTV hopes that its new division will be able to create IP that is not only relevant to video games, but also can be applied to various mediums. MTV would like MTV Games to serve a "creative hub" whose concepts can make the transition into film, television and other areas that would appeal to the MTV demographic. The division says it aims to "work closely with publishers, leveraging its unique brand and marketing capabilities to maximize the success of each MTV Games release."
"Technology, creativity and entertainment have continually adapted, expanded and melded together to create successful new industries," said Jeff Yapp. "MTV Games is an exciting new division with enormous possibilities within an ever-evolving industry. We are forging into new territory and are enthusiastic about this unique and exciting new way of working with game publishers and independent game developers."
Van Toffler, President, MTV Networks Music/Logo/Films Group, added, "In 1996 we launched MTV Films with the hopes of discovering some risky and bold stories to tell. Nine years later, I'm ecstatic about what we have accomplished, and today we launch MTV Games with a similar objective -- incubating breakthrough gaming concepts that embrace creative risk-taking, and push the boundaries of interactive entertainment."
Working with Midway
In what is planned to be the first of many publisher partnerships, MTV Games has formed an alliance with Midway Games to collaborate on in-game advertising and soundtrack development for three upcoming titles. The deal will enable MTV to participate in a royalty sharing structure, while publishers will benefit from MTV's music expertise.
The first game under the deal—two more will be announced later—will be a new installment in Midway's arcade racing franchise, L.A. Rush, which is expected to debut this holiday season. MTV branding will be pervasive throughout the game world with West Coast Customs appearances from MTV's "Pimp My Ride" program. The game's soundtrack will feature over 75 songs from more than 20 hip-hop artists such as Lil' Kim, Big Boi and others.
"This unique alliance with Midway allows us to move beyond a traditional advertising relationship and become true partners in the success of these titles," said Yapp. "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," commented 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."
"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," added Sumner Redstone. "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."
Game Daily
Monday, June 27, 2005
