Vivendi Games, Madison unveil co-branding deal

Will integrate brands into games

Vivendi Games and Madison Road Entertainment, a Los Angeles-based branded entertainment studio, have announced an agreement to co-create brand integration and cross-promotional opportunities within Vivendi Games' extensive gaming portfolio.

The companies said the partnership initially will focus on two unannounced, high-profile entertainment titles from Vivendi Games' Sierra Entertainment. The titles are believed to be tied to Vivendi's recent exclusive global agreement to publish games based on the literary works of Robert Ludlum, the international novelist whose books have sold more than 290 million copies worldwide and spawned the boxoffice hits "The Bourne Identity" and "The Bourne Supremacy."

"We see video games as an excellent vehicle for brands to play a role within the actual story line, beyond just signage or product placement," said Brett Lyons, senior vp brand development and integrations at Madison Road. "You basically have a captive audience that is highly engaged with the content and is looking for brands to add realism to the gaming experience."

No money exchanged hands as part of the deal. Vivendi and Madison Road will share in the revenue generated from brand-integration deals for Vivendi games.

"We are excited to team with Madison Road Entertainment on integrated branding and advertising opportunities," said Cindy Cook, chief strategy and marketing officer for Vivendi Games. "Strategically placing contextually relevant content into video games delivers gamers an enhanced, realistic gameplay experience."