MTV partners with Bruckheimer to launch game studio

The multi-year partnership will see a Jerry Bruckheimer Games team working with MTV to create games based on original ideas.

Bruckheimer said that he wants to do for videogames what he has done for other well-defined genres of content.

He said: "It's no different than what we did with movies. We did 'Top Gun' when everyone said you couldn't do an aviation movie because they all failed. We did a pirate movie when they said pirate movies aren't going to work."

Jeff Yapp, executive vice-president of programming enterprises for MTV Networks Music Group, said that the move will help to establish MTV Games as a major player, ready to contend with gaming heavyweights like Activision and Electronic Arts.

It follows MTV's acquisition of music game developer Harmonix and the publishing of 'Rock Band'.

Earlier this year, MTV Networks, owned by Viacom, said that it planned to invest over $500m (£250m) in developing and distributing videogames linked to its entertainment properties around the world over the next two years.

The company said gaming is the focal point of its entertainment strategy but analysts said the investment was risky as the industry has a high rate of failure.

This article was first published on brandrepublic.com