US fast food chain, Burger King, is to extend its gaming presence into mobile phones, with a series of games featuring the brand’s avatar, the King. Far from being free advertising, consumers will have to pay to download the games, providing the company with both revenue and brand presence. It’s not the first time the company has extended into gaming, with a number of branded presences across games such as Fight Night and Need for Speed on the Xbox.
Burger King chief executive, Russ Klein, claims that: “Content-generated share of voice wins hearts and commands attention in an over-crowded medium.”
