MTV Networks Commits to Gaming in a Big Way
Created 08/17/2007 - 00:00
MTV Networks (MTVN), a unit of Viacom, scored high across several of its gaming properties in June and July, as the company recorded growth, set traffic records, and showcased new initiatives throughout its diverse portfolio of casual games, games media, and console-based and handheld games. As these milestones signal the continued emergence of gaming as a key pillar in MTVN's global vertical entertainment strategy, the company will invest more than $500 million over the next two years in the development and distribution of its gaming business across its global portfolio.
"Gaming is a focal point of our vertical entertainment strategy to superserve our loyal and passionate audiences with engaging experiences, and the success of all our properties, everything from Addicting Games to the virtual games on Nicktropolis to the award-winning ROCK BAND, really has put us in a leadership position," said Judy McGrath, Chairman and CEO, MTV Networks.
MTVN has established an expansive global footprint in gaming, driven by research showing that the company's audiences -- from kids to adults -- use gaming to connect with others and themselves through play and competition. The company is focused on developing three primary gaming experiences, including online and mobile casual games that appeal to kids, young adults and women; games media and editorial content for the hardcore gamers among its young adult and adult male audiences; and console and handheld games that serve kids, young adults and men.
Across all its game-related websites, MTVN recorded more than 42 million unique visitors globally in June, up 20% in the first six months of 2007, according to comScore Media Metrix. For the month, 47% of MTVN's audiences accessed game-related content on one of its online gaming properties. These sites include Nickarcade.com, Neopets, Shockwave and AddictingGames, which draw hundreds of millions of gameplays each month, in addition to casual games sections on CMT.com, comedycentral.com, MTV.com, Nick.com, VH1.com and other MTVN branded sites. MTVN also boasts a multi-dimensional games media network, with acquired properties Xfire and GameTrailers, and content on branded sites including MTV.com and SpikeTV.com.
MTVN also has a strong foothold in console-based and handheld gaming with MTV Games, which creates, markets and publishes interactive products targeting MTV's audience, and Harmonix, a game developer that provides music fans with a deeper interactive experience through popular music and rhythm titles.