505 Games Inks Deal With Michael Phelps To Produce Videogames

First Phelps Videogame Scheduled For 2010 Release

U.S. Gold Medal-winning swimmer Michael Phelps and 505 Games have formed a new partnership to develop a series of videogames for consoles and the iPhone. The first title, now in the development stages and scheduled for a 2010 release, will be developed by 505's newly-formed U.S. operations in L.A. The game maker will donate a portion of the videogame proceeds to the Michael Phelps Foundation (505 Games). 505 Games North America President Adam Kline said that the game "will be 'action-oriented,' but it won't be a game in which players simply swim laps" (SPORTSBUSINESS JOURNAL, 12/15 issue). 505 Games Brand Manager Claudia Cavazza in a statement said Phelps is "directly involved in the creation of the game on an advisory role. We will also use his likeness and whatever else is necessary creatively to develop the game" (EDGE-ONLINE.com, 12/15). In Baltimore, Sam Sessa writes the lack of specifics about the product "hasn't stopped video game experts from speculating." G4 Network's "X-Play"co-Host Adam Sessler said of the game, "There's no way to simulate what's impressive about swimming in a video game. ... Swimming -- in even a Mario game -- is a miserable experience. Water is always a bad zone for games in general." But Sessler said that "anything with the name 'Michael Phelps' on it will fly off the shelves at first -- especially considering how impulsive iPhone gamers tend to be." Sessler: "That name alone is going to be the initial draw. The quality of the game once purchased becomes a secondary matter. If they really are trying to make a franchise out of this, it's going to be tricky balance" (Baltimore SUN, 12/16).