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MTV gets game with new division

Mon, 06/27/2005 - 8:00pm
Karen Brown

MTV: Music Television is apparently trying to get more game these days, announcing it has launched a new division to develop gaming titles based on its content brands.

Boosted by a new in-house interactive entertainment studio and working with industry partners, MTV Games will develop, produce and promote gaming titles aimed at its youth audiences. The new division also will forge marketing partnerships with game publishers to reach its audience across multiple platforms.

Jeff Yapp, MTV's executive vice president of the Network Music and Logo Enterprise group, will head the new gaming division.

"Technology, creativity and entertainment have continually adapted, expanded and melded together to create successful new industries," Yapp said, in a release. "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 the announcement, MTV struck its first developer partnership with Chicago-based Midway Games Inc. to jointly market, sell advertising and create a soundtrack for three new game titles - and share in the royalties. The first title to be released will be "L.A. RUSH," an arcade-style racing game that allows users to design their own rides with "creative design assistance" from West Coast Customs, the shop featured in MTV's Pimp My Ride. The accompanying soundtrack will contain more than 75 songs from 20 artists including Twista, Lil' Kim, Big Boi and DJ Rap.

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