MTV to Join Video Game Industry

MTV Networks is continuing its efforts to move its brand beyond reality television and music videos onto the desktops of the connected younger generation. The company has signed a deal with Midway to launch three video games in the next two years, complete with in-game advertising for MTV.

L.A. Rush, the first game to be completed under the new MTV Games division, will debut this October. The other titles will arrive in 2006 and 2007. MTV and Midway will also work together on soundtracks for the games and split the royalties. "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," said MTV executive vice president Jeff Yapp.