MTV Partners With Midway Games

Posted on July 29, 2005

MTV has announced a partnership with Midway Games Inc., a game publisher and developer, for three upcoming games. Under the deal, MTV is able to participate in a royalty sharing structure. The first title shipping under this deal is expected to debut this holiday season with Midway's upcoming arcade racing video game, L.A. Rush. In addition to a marketing alliance to launch the game, L.A. 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," said 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."