Mobile game and content provider Mobliss is partnering with Burger King for a line of mobile phone games featuring its products.
Mobliss is apparently already developing the new games, which will be available for download early next year. At least some of the titles will feature the company's icon, The King.
In an official statement revealing the initiative, Burger King said that the first game will have players attempting to win a role as The King's protege 'by facing challenges and progressing in the virtuak world of a Burger King-themed city'. Gamers will collect points as they complete tasks.
The statement went on to say that Burger King wanted to go beyond merely paying for ad units within games.
"Anyone can buy advertising space in gaming," said the firm's president of global marketing, strategy and innovation. "Our vision is to be successful in generating original content that is relevant to our consumer. Content-generated share of voice wins hearts and commands attention in an over-crowded medium."
The games will be promoted through signage in restaurants and on-meal packaging.