MIDWAY SET TO REVOLUTIONIZE FIGHTING GENRE AS MORTAL KOMBAT ® : DECEPTION ™ SHIPS TO STORES NATIONWIDE
Mortal Kombat: Deception Slices into Stores Backed by Midway’s Most Extensive Marketing Campaign Ever
CHICAGO – October 4, 2004 – Midway Games Inc. (NYSE: MWY), a leading software industry publisher and developer, announced today that Mortal Kombat ®: Deception ™, the latest entry in the company’s best-selling Mortal Kombat franchise, has shipped for the PlayStation ®2 computer entertainment system and the Xbox ® video game system from Microsoft. The game will be backed by the most extensive marketing campaign in Midway’s history. The multi-million dollar marketing support for Mortal Kombat: Deception includes television, cinema, print and online advertising, innovative point-of-purchase materials and specialized events.
“Midway, along with the millions of MK fans around the globe, is extremely excited about the release of Mortal Kombat: Deception,” said Steve Allison, chief marketing officer, Midway. “The Deception team has worked diligently over the past two years to ensure that this MK title will be the best yet. Not only will it be the first ever 3D fighter to be playable online via both the PlayStation 2 and Xbox Live ™, but the team has also succeeded in meeting a goal that some thought wasn’t going to be possible...they made a fighting game that plays as responsive online as it does offline. To support these ambitious efforts and hefty accomplishments, we are backing Mortal Kombat: Deception with the most extensive marketing campaign in Midway’s company history.”
Mortal Kombat : Deception pushes martial arts-style fighting and the Mortal Kombat franchise to new heights with an innovative fighting system, unparalleled depth and brutally intense action that will appeal to long-time Mortal Kombat fans as well as next-generation gamers. The game features lightning-fast, hand-to-hand and special weapons combat, secret and returning characters, new moves and combinations with death-dealing battles and all-new life-threatening environments.
Building upon the successful formula of the 2002 Midway release, Mortal Kombat: Deadly Alliance ™ (on pace to eclipse 3 million units sold by year’s end),
Mortal Kombat: Deception is set to deliver the most ambitious fighting game to-date. Including four independent gameplay modes, multiple new fatalities per character, as well as being the first-ever 3D fighting game playable online both via PlayStation 2 broadband and Xbox Live ™, Mortal Kombat: Deception has quickly become one of the most anticipated titles this 2004 holiday season.
Media Responses to Mortal Kombat: Deception
"Mortal Kombat is once again the game to beat...Deception is easily the most accomplished fighter to-date...9.5/10” - Game Informer
“Best Mortal Kombat ever? In a word, yes...8.8/10” – IGN.com
“Online or off, it looks like Mortal Kombat is making a fierce comeback.” – Official PlayStation Magazine
“The best 3D fighter PS2 has seen in 2004 ” – PSM: 100% Independent PS2 Magazine
“...the best entry in the Mortal Kombat series yet.” – GameSpot.com
Marketing Highlights for Mortal Kombat: Deception Include:
National television advertising campaign on multiple mainstream broadcast and cable networks including Fox, MTV, Spike, Comedy Central, UPN, ESPN amongst others creating 136 million impressions during the months of October and November
Dedicated national 30 second cinema spot running in nearly 2000 theaters on over 5000 screens reaching over 17 million movie viewers during the month of October
Aggressive online campaign to top-tier enthusiast sites including Gamespot.com, IGN.com, UGO.com, and Gamespy.com amongst others
Dedicated web presence at www.mortalkombatdeception.com
Print advertising campaign across multiple major video game and consumer publications
National point-of-purchase programs at major game retailers including EB Games, GameStop and Wal-Mart amongst others
Five unique Mortal Kombat: Deception “Limited Edition” sets featuring distinctive packaging, 40 minutes of bonus DVD video content, serialized Kollector’s Kards and an arcade perfect playable version of the original Mortal Kombat
Special launch events including the rooftop unveiling at E3 2004
Midway Games Inc. is a leading developer, publisher and marketer of interactive entertainment software. Midway videogames are available for play on all major videogame platforms including the PlayStation ®2 computer entertainment system, Xbox , Nintendo GameCube TM and Game Boy ® Advance.
MORTAL KOMBAT, MORTAL KOMBAT: DECEPTION, MIDWAY and all character names are trademarks of Midway Amusement Games, LLC. “P layStation” and the “PS” Family logo are registered trademarks of Sony Computer Entertainment Inc. Xbox is a registered trademark of Microsoft Corporation in the United States and or other countries. All other trademarks are the property of their respective companies. Midway has provided the www.xbox.com, www.gamespot.com, www.ign.com, www.gameinformer.com, and www.1up.com links solely as a convenience for you. The information on these sites has been prepared by third parties, and Midway does not monitor, endorse, or accept responsibility for the content on non-Midway sites.
"This press release contains forward-looking statements concerning future business conditions and the outlook for Midway Games Inc. (the "Company") based on currently available information that involve risks and uncertainties. The Company's actual results could differ materially from those anticipated in the forward-looking statements as a result of these risks and uncertainties, including, without limitation, the financial strength of the interactive entertainment industry, dependence on new product introductions and the ability to maintain the scheduling of such introductions, technological changes, dependence on major platform manufacturers and other risks more fully described under "Item 1. Business - Risk Factors" in our Annual Report on Form 10-K for the year ended December 31, 2003, and in the other more recent filings made by the Company with the Securities and Exchange Commission.”
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