News Post


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 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/L...takesrules.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.

About Midway Games

Headquartered in Chicago, IL with offices in San Diego, CA, Seattle, WA, Austin, TX, Los Angeles, CA, Munich, Germany, London, UK, and Adelaide, Australia, Midway Games Inc. (NYSE:MWY) is a leading developer and publisher of interactive entertainment software for major video game systems and personal computers. More information about Midway can be obtained at www.midway.com.

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