GameTrailers, Dave & Buster’s in Ad Deal

NEW YORK Will it be Asteroids? Ms. Pac-Man? Big Buck Hunter?

MTV Networks’ has partnered with the family gaming/restaurant chain Dave & Buster’s to produce a three-part video series, which counts down the greatest arcade games of all time.

The first episode of Top 10 Arcade Games, which ranks games 10 through eight — including the bar staple Golden Tee — premieres this week. Subsequent episodes are scheduled for the following two Fridays. 

Dave & Buster’s messaging will be featured at the start of each episode, along with a banner present throughout each clip on the GameTrailers’ video player. According to GameTrailers general manager Brad Winters, the restaurant brand, which had done little online advertising before this year, was drawn to the site’s obvious content synergy. GameTrailers reaches game lovers, and Dave & Buster’s attracts people who like to play videogames.

But the ultimate goal was to create a custom experience that would engage GameTrailers’ audience of 2.7 million unique users (June 2009, per comScore), and also to associate Dave & Buster’s with classic arcade gaming.

“Our users love top tens,” said Winters. “They get people talking, debating. They get people involved. And with this program, we wanted to put their brand into this conversation and alongside this subject.”

Nielsen Business Media