In an attempt to keep their viewers glued to their screens any way they can, MTV networks has just announced its intent to invest over $500 million into video games. The youth media network is planning on introducing games throughout their global portfolio of brands by “incorporating games development at the inception of all new programming plans and not as an afterthought.”

Billboard reports on the move:

The bet is seen as a risky gambit in an industry littered with failures, as traditional media companies have attempted to break into the $30 billion global games market. “Media companies are crazy trying to bring video-game development in house,” Wedbush Morgan analyst Michael Pachter said about developing complicated console games. “They act like anyone can do this. The fact is not everyone can.”

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