Mobliss cooks up gaming deal with Burger King

Burger King announced a licensing arrangement with mobile content provider Mobliss to create downloadable mobile games featuring fast food-themed content, including the franchise's strangely creepy mascot The King. Burger King and Mobliss are presently developing a peer-to-peer community game enabling players to compete in a BK-themed virtual world--Burger King will promote the games through in-restaurant signage and packaging, requiring customers to send a text message to download and purchase the titles. The BK games are scheduled to debut in the spring of 2008.

Burger King previously developed the branded XBOX platform games Pocketbike Racer, Big Bumpin' and Sneak King--in addition, BK branded content is integrated into video games including Fight Night, Need for Speed and NFL Street. "Anyone can buy advertising space in gaming; our vision is to be successful in generating original content that is relevant to our consumer," said Burger King Corp. president of global marketing, strategy and innovation Russ Klein. "Content-generated share of voice wins hearts and commands attention in an over-crowded medium."

For more on the Burger King/Mobliss agreement:
- read this release

Related articles:
Read about Mobliss selling its messaging biz to New Motion
Find out why Mobliss bowed out as American Idol messaging provider in this story