MTV launches new division: 'MTV games'

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.

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