MTV Launches New Interactive Entertainment Division: 'MTV games'
June 27 2005 - 12:45PM
PR Newswire (US)
MTV Launches New Interactive Entertainment Division: 'MTV games'
MTV's Interactive Entertainment Studio, 'MTV Games', to Incubate
& Produce Original Game Titles For The MTV Audience; Plus
Create Innovative Strategic Marketing Partnerships With Game
Publishers NEW YORK, June 27 /PRNewswire/ -- MTV: Music Television
today announced the launch of its newest division, "MTV Games."
Dedicated to developing, producing and promoting unique and
creative gaming experiences that resonate with MTV's audience, MTV
Games will work in-house through its newly created interactive
entertainment studio, along with industry partners, to produce and
market original video game titles. MTV Games will incubate original
game franchises in partnership with independent game developers. In
addition, the new division will forge strategic marketing
partnerships with game publishers to connect with the MTV audience
across multiple platforms. MTV will work closely with publishers,
leveraging its unique brand and marketing capabilities to maximize
the success of each MTV Games release. "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," said Van Toffler, President, MTV Networks
Music/Logo/Films Group. "Technology, creativity and entertainment
have continually adapted, expanded and melded together to create
successful new industries," said Jeff Yapp, EVP, MTV Networks Music
and Logo Enterprise Group. "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." As part of today's announcement, MTV
Games unveiled a strategic relationship with Midway Games Inc.
(NYSE:MWY), a leading interactive entertainment publisher and
developer, to market, jointly sell in-game advertising, and
collaborate on soundtrack development for three upcoming games.
Under the deal, MTV and Midway will partner in a mutually
beneficial royalty sharing structure. The first release from this
partnership will be "L.A. RUSH," a high-octane, arcade racing game
that allows users to fully embrace the car-tuning culture with
creative design assistance from West Coast Customs, the automotive
customization authority featured in the hit MTV series, "Pimp My
Ride." MTV Games and Midway will announce the two other gaming
titles to be released under the agreement at a later date. MTV
Games will also be a dedicated gaming laboratory and interactive
studio for the creation, incubation, and development of new
original game titles culturally relevant to MTV's audience. In
addition, MTV will tap MTV Games as a new creative hub, extending
game concepts into larger entertainment franchises that have the
potential to transition into television, film and more. In addition
through strategic marketing partnerships, MTV Games will market a
diverse slate of releases to core gamers and casual gamers alike,
with unparalleled audience reach via broadcast platforms including
MTV, MTV2, mtvU and others, online portals, wireless applications,
outdoor platforms, MTV Films, and much more. MTV Games will also
partner with publishers to sell in-game advertising, collaborate on
game soundtrack development, and develop complementary television
programming. In the coming months, MTV Games will announce
additional publisher partnerships. MTV Games is overseen by Jeff
Yapp, EVP, MTV Networks Music and Logo Enterprise Group who reports
to Rich Eigendorff, Chief Operating Officer of MTV Networks Music
and Logo Group. Tony Calandra, Sr. Director of MTV Interactive
Products, will manage the new division and Joseph Varet, Director
MTV Business Development & Strategy will oversee MTV Games'
business partnerships and strategic relationships. Jamie Leece
(formerly President of Gotham Games, a division of Take Two) will
serve as MTV Games' Executive Producer working with independent
developers to identify new projects. Marc Nesbitt, Sr. Producer of
MTV Games will oversee all project production and creative. MTV
Networks owns and operates the cable television programming
services MTV: Music Television, MTV2, mtvU, Nickelodeon/Nick at
Nite, TV Land, VH1, CMT: Country Music Television, Comedy Central,
and Spike TV, as well as The Digital Suite from MTV Networks, a
package of thirteen digital services, all of which are trademarks
of MTV Networks. MTV Networks also operates and offers joint
ventures, licensing agreements and syndication deals whereby its
programming can be seen worldwide. DATASOURCE: MTV CONTACT: Jeff
Castaneda, MTV/ MTV2, +1-212-846-6774, ; Ariana Urbont, MTVN,
+1-310-752-8079, Web site: http://www.mtv.com/
Copyright
Midway Games (NYSE:MWY)
Historical Stock Chart
From Jun 2024 to Jul 2024
Midway Games (NYSE:MWY)
Historical Stock Chart
From Jul 2023 to Jul 2024