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Cable television broadcasting industry

MTV Expands into Video Game Marketing with Broader Partnerships

Strategic Insights

— 1 min read

MTV, a division of Viacom, will establish broader marketing partnerships with video game publishers, promoting games in advertising and programming in exchange for a share of revenue. This move marks a significant shift in the channel's marketing approach, as it seeks to tap into the growing popularity of video games among young men. The partnerships will involve MTV consulting on game soundtracks, selling in-game advertising, and featuring its logo on game packaging. The first deal has been signed with Midway games, a company that is also owned by Viacom's chairman and CEO, Sumner Redstone.

Key Takeaways:

  • MTV will establish broader marketing partnerships with video game publishers, promoting games in advertising and programming in exchange for a share of revenue.
  • The partnerships will involve MTV consulting on game soundtracks, selling in-game advertising, and featuring its logo on game packaging.
  • The first deal has been signed with Midway games, a company that is also owned by Viacom's chairman and CEO, Sumner Redstone.
  • Sumner Redstone believes that video games are a growing trend and that MTV can benefit from partnering with game developers.
  • The goal of the partnerships is to make MTV's product more appealing to gamers through cross-promotion and advertising.
  • The channel has already seen success with video game marketing, such as its partnership with Microsoft for the Xbox 360 console.
  • However, the success of the partnerships will depend on the performance of the games being marketed.

Statistics:

  • MTV will partner with video game publishers in exchange for a share of revenue, marking a shift in the channel's marketing approach.
  • The first partnership has been signed with Midway games, a company owned by Viacom's chairman and CEO, Sumner Redstone.
  • Video games are becoming increasingly popular among young men, with Sumner Redstone estimating that "more and more young men are playing video games and having their attention diverted from television, motion pictures and music."
  • The Xbox 360 console was announced on a special MTV program, highlighting the channel's growing importance in video game marketing.
  • The success of the partnerships will depend on the performance of the games being marketed, with MTV's executive vice president, Jeff Yapp, stating that "you have to be careful about what you do this for."

Sources:

  • The New York Times, "MTV to Partner with Video Games for Advertising and Programming"
  • Yahoo News, "MTV to Partner with Game Publishers for Advertising and Programming"

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