Burger King Makes Foray Into Mobile Phone Gaming

ClickZ:

Mobile game and content provider Mobliss has been hired by Burger King to create cell phone games featuring the chain’s products, the latest effort by The Home of the Whopper’s marketers to leverage games to market its brand.

Mobliss, based in Seattle and owned by Japan’s Index Corp., is already developing the new mobile games, which will be available via download to mobile devices early next year. As has been the case with Burger King’s prior forays into game advertising and marketing, at least some of the new cell phone titles will feature the company’s ubiquitous (and somewhat strange) icon, The King.

In a statement announcing the initiative, Burger King said the first game from Mobliss will have players attempting to win a role as of The King’s protégé ‘by facing challenges and progressing in the virtual world of a Burger King-themed city.’ Gamers will be able to accrue points as they successfully complete tasks and - in typical video game fashion - the challenges become increasingly difficult as gamers advance through the levels.