NEW YORK, March 19 (UPI) -- New York's MTV Networks is integrating its television series with a new online gaming platform to draw in more young viewers and entice more advertisers.
The network recently launched "Daily Rage!" at dailyrage.mtv.com where players embark on scavenger hunts designed to mirror MTV's primetime series such as "My Super Sweet 16," Hollywood Reporter said Monday. Players seek hidden icons that win them cash and merchandise prizes.
"It's not just about advertising on the show with a commercial or a banner ad online," said David Gale, MTV's executive vice president for new media and specialty film content. "It allows us another place to experience brands for the audience and to keep them engaged for a pretty long period of time in this space."
Gale said MTV is developing a range of entertainment that "crosses media, platforms and has all different shapes and forms, some with game aspects or more traditional storytelling with serialized content."
