Division to partner with Midway for upcoming soundtracks.
MTV's newest division, MTV Games, will develop, produce and promote original interactive games aimed at MTV's audience. Coinciding with this launch is a business partnership between MTV Games and Midway Games, which will jointly market, sell in-game advertising and collaborate on soundtracks for three upcoming games. Under the terms of the deal, MTV is able to share in royalties. The first game, "L.A. Rush," is confirmed for a holiday release.
A racing video game that spotlights the car-tuning/car customization culture, "L.A. Rush" will incorporate MTV branding throughout, including design assistance from West Coast Customs, the auto customization company featured on MTV's "Pimp My Ride."
"L.A. Rush" contains over 75 tracks from over 20 artists, including Lil' Kim, DJ Rap, Big Boi and Twista.
MTV Games will utilize its parent company's numerous platforms--encompassing broadcast (including MTV, MTV2 and mtvU), online portals, wireless applications and MTV Films--to help market and promote MTV Games product, as well as that of game publishers, to interactive game enthusiasts.