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MTV has announced a deal with Midway Games Inc to market their games, sell in-game advertising and collaborate on in-game soundtracks. Under the deal, which will last for three games, MTV will have access to a royalty sharing scheme.
The first title under this new deal is the high speed racer, L.A. Rush, which is expected this winter. The game will feature MTV branding (advertising to a cynic) throughout as well as those cool guys from West Coast Customs, so expect some pimped out rides.
The game’s soundtrack will feature over 75 songs from over 20 artists, including Lil’ Kim and Twista. The two other games in the deal are yet to be announced.
“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.“
With games development becoming more expensive as we move to the next-gen consoles, funding of titles it likely to become an even bigger issue. With this in mind, expect to see more of this in-game branding should this deal be a success. Just think; you could be playing the next Splinter Cell game with Crazy Frog branding throughout!
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