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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/