Burger King announced a licensing arrangement with Seattle-based, mobile content provider Mobliss to create downloadable cell phone games featuring BK-branded content, including the King. The initial game currently in development will feature players vying for the role of the King’s protégé by facing challenges and progressing in the virtual world of a BK-themed city. As various tasks are completed successfully, points are earned, advanced levels are unlocked and gamers face more difficult challenges. The result is a unique gaming experience enhanced by the peer-to-peer interaction of the community.
BK will promote through in-restaurant signage and packaging. Customers will send a text message to download and purchase the games. The games are scheduled to launch in spring 2008. Mobliss has direct publishing agreements with national carriers, including Sprint, AT&T, U.S. Cellular, Verizon, Alltel and T-Mobile.