L.A.
RUSH Races To Retail For Playstation 2 And Xbox
Backed By a Multi-Million Dollar Marketing
Campaign, Exclusive Arrangements with MTV, West Coast Customs and RIDES
Magazine, L.A. RUSH Speeds into Stores
CHICAGO – OCTOBER 10, 2005 – Midway Games Inc.
(NYSE: MWY), a leading software industry publisher and developer, today
announced that it has shipped the over-the-top, arcade-style racing thriller,
L.A. RUSH™ for the PlayStation®2 computer entertainment system and the Xbox®
video game system from Microsoft. A PC version of L.A. RUSH is scheduled to be
available at retail outlets nationwide on December 12th.
"L.A. RUSH is the ultimate arcade driving
experience delivering gamers an amazing sense of speed, rock-solid controls, big
jumps, huge crashes and insane shortcuts," said Steve Allison, chief marketing
officer, Midway. "The game’s groundbreaking story mode features more than 50
licensed and concept cars, an intense soundtrack, and celebrity and hip-hop
talent starring as in game characters, all the while still encapsulating the
heart of the RUSH franchise."
Backed by a multi-million dollar marketing
campaign, L.A. RUSH is the first of three titles to ship under the recently
announced strategic relationship between MTV and Midway to jointly market
videogames.
L.A. RUSH’s Multi-Million Dollar Marketing
Campaign includes:
- " National television advertising campaign on
multiple mainstream broadcast and cable networks including MTV, MTV2, BET,
Comedy Central, Fox Sports Net, Speed, Fuse TV, FX, Cartoon Network, ESPN/2,
SPIKE TV, WGN, UPN, Discovery Channel and G4TechTV. - MTV and MTV2 sponsored sweepstakes; Two
Winners to receive a 2006 Subaru WRX Impreza STI fully pimped out and juiced
up by West Coast Customs (No purchase necessary. For sweepstakes entry and
official rules see
www.larush.mtv.com and
www.win.mtv2.com
when the sweepstakes begin) - Exclusive relationship with Harris
Publications including advertorials, print campaign, sponsorships and other
promotions in RIDES, King and XXL Magazines - L.A. RUSH Sweepstakes; Prizes to include a
vintage 1969 Chevrolet Camaro®, 42" flat screen TV, Auto Accessories and Xbox®
video game system. (No purchase necessary. For sweepstakes entry see
www.LARushgame.com
and official rules see
http://www.midway.com/assets/legal/LARUSHsweepstakesrules.pdf )
Participation in consumer oriented events &
tours such as:
- Game Live’s 2005 College Tour (25 colleges
nationwide) - IGN Live (Oct. 22 & 23 – Anaheim Convention
Center) - GameSpot’s G.A.M.E., The Game’s and Music
Experience (December 2005) - West Coast Customs Big Rig Tour Toy Test ’05
- RIDES Magnum Tour (September – December 2005)
- Aggressive online campaign to top-tier
enthusiast and mainstream consumer sites including Gamespot.com, IGN.com,
aol.com, RealNetworks, and UGO amongst others - Print advertising campaign across multiple
major video game and consumer publications - National pre-sell programs at select game
retailers, where gamers can pre-order a copy of L.A. RUSH and receive Midway
Arcade Treasures 3, for free. - Dedicated web presence at
www.LARushgame.com
About L.A. RUSH
In L.A. RUSH, join the crew at West Coast Customs
to pimp your ride and live the fabulous lifestyle of an L.A. street racer. Feel
the rush as you race over 36 licensed rides including muscle, tuner and exotic
vehicles as well as exclusive tricked-out racers designed by West Coast Customs
and RIDES Magazine. An exciting and unique story-driven experience will allow
you to race through 5 fully-open Los Angeles city re-creations while finding
treacherous shortcuts and surviving death-defying jumps. L.A. RUSH is the next
evolution in the highly addictive Rush franchise.
