Midway Games and MTV announced a partnership which will result in the two companies selling in-game advertising as well as development of soundtracks for three upcoming games. According to the deal, MTV will share in a royalty-sharing system.

L.A. Rush will see “MTV branding throughout the game world,” including the cast from MTV’s Pimp My Ride.

This comes as no surprise, as MTV’s recent SEC filing states it sought to either take over, or build a relationship with, Midway Games. What’s interesting, however, is the recent stock purchases Viacom CEO Summer Redstone: Midway Games.

This is just another step forward in the gaming market, which MTV investors have said for ages the company needed to get into. It makes sense, as the demographic for MTV is the same as the average gamer.

How long until every game development house is owned by three big entertainment corporations?

Provided by Geekstreak