Midway teams with COLD to promote Psi-Ops

Midway's intense marketing campaign for Psi-Ops: The Mindgate Conspiracy has gone beyond the typical print and television ads thanks to a partnership with Geffen Records. "While important, traditional marketing vehicles such as print advertising are no longer sufficient in creating consumer excitement or in establishing competitive product separation within the genre," said Steve Allison, Midway's chief marketing officer.

The partnership with Geffen Records lets Midway create more advertising opportunities for Psi-Ops that are unique to the game. In the biggest component of the partnership, Geffen artist COLD recorded an original song, With My Mind, specifically for the game. The song and a music video featuring gameplay footage debuted online with the recent launch of the official Psi-Ops Web site.

"Entering a promotional relationship with Midway is a perfect fit for COLD," said Jenn Littleton, marketing director at Geffen Records. "With the gaming industry's mass market appeal, we are extremely excited to be working with Psi-Ops to promote With My Mind. It's a strong product, and we are looking forward to the launch."

Psi-Ops: The Mindgate Conspiracy is currently scheduled to ship for the PlayStation 2 and Xbox on June 14.