MTV Adds New World with Makena forTwo Shows

MTV Networks, host to a stable of virtual worlds, has added a virtual skate park to promote  "Rob and Big" and "Life of Ryan," two reality shows based on the lives of pro skaters. The skate park, as are the rest of MTV's virtual worlds,  is built on Makena's technology platform. "Building on the success of our current virtual offerings, our work with Makena continues to allow us to create immersive environments to deeply engage viewers with our television programming,"  Matt Bostwick, senior vice president of business development for MTV Networks' Music and Logo Group, said in a statement.

Many of MTV's worlds, like Virtual Pimp My Ride, are heavily gameplay focused with an eye towards providing pre-existing entertainment that meshes with the on-air content. This world (or, simply, this virtual skate park) seems no different.

The environment sounds like its focused on promoting a solid skate feel, but it's surrounded by a social environment  with text and voice chat and videos of the on-air episodes. Likewise, the company has said that regular events will "bring users in direct contact with the skateboarding lifestyle featured on the two hit shows."

Nic Mitham at K Zero has talked a lot about vertical worlds, more Meta MMOGs than typical virtual worlds, and this seems to fit the mold. He references MTV's other worlds as examples of vertical worlds, tightly knit experiences that focus on a core group, but the line seems even clearer here with an environment built a specific, kinetic activity.

If nothing else, the model seems to work for MTV.

"We are very excited that our partnership with MTV Networks continues to expand and flourish," said Michael Wilson, CEO of Makena Technologies. "Coupling our technology with the exclusive content that MTV provides allows their fan base to experience their favorite shows in an engaging way that has proven to be very successful."