MTV, Midway go for games

Two companies will first collaborate on 'L.A. Rush'

HOLLYWOOD — Midway Games has pacted with MTV to market new games, sell in-game advertising and collaborate on soundtracks. Unique deal will let MTV share in royalties from game sales, a first for a TV network.

Alliance brings together a unit of Sumner Redstone’s Viacom with Midway, which the media mogul acquired in 2004. An independent committee of Viacom’s board of directors set up to oversee potential deals with Midway, as well as consider acquiring the midsize vidgame publisher, had to approve the pact.

Two companies will first collaborate on “L.A. Rush,” a racing game set for holiday release. It will feature character’s from MTV’s “Pimp My Ride.” Net also will help market the game and collaborate on the soundtrack, which contains more than 75 songs from hip-hop artists like Lil’ Kim and Twista.

Deal also calls for MTV and Midway to work together on two future games.

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