Burger King Corp. Extends Gaming Presence with Entry Into Mobile Entertainment

By: Burger King | 0 Shares 59 Reads

MIAMI--(BUSINESS WIRE)--Oct. 5, 2007--Burger King Corp. (NYSE:BKC) today announced a licensing arrangement with Seattle-based, mobile content provider Mobliss Inc., a division of the Index Group, to create downloadable cell phone games featuring BURGER KING(R) branded content, including the King.

The initial game currently in development will feature players vying for the role of the King's protege by facing challenges and progressing in the virtual world of a BURGER KING(R)-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.

"Anyone can buy advertising space in gaming; our vision is to be successful in generating original content that is relevant to our consumer," said Russ Klein, president, global marketing, strategy and innovation, Burger King Corp. "Content-generated share of voice wins hearts and commands attention in an over-crowded medium."

Burger King Corp. plans to promote the games 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.

Burger King Corp. has a history in gaming, including the development of three branded XBOX(R) games: "Pocketbike Racer," "Big Bumpin'," and "Sneak King," as well as the integration of BURGER KING(R) branded content into top-selling video games like "Fight Night," "Need For Speed" and "NFL Street."

The licensing deal between Mobliss and Burger King Corp. was brokered by Burger King Corp.'s licensing agent, Broad Street Licensing Group.

About Mobliss

Founded in 1999 Mobliss was the first mobile content developer to secure direct agreements with all tier 1 cell phone carriers. Mobliss developed the text messaging voting system for "American Idol" and managed it for five years. Purchased by Tokyo-based INDEX Corporation in 2004, Mobliss products are available to subscribers across all tier 1 mobile carriers.

About Burger King Corp.
The BURGER KING(R) system operates more than 11,200 restaurants in all 50 states and 69 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING(R) restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about Burger King Corp., please visit the company's Web site at www.bk.com.

CONTACT: Burger King Corp., Miami
Heather Krasnow, 305-378-7939
hkrasnow@whopper.com

SOURCE: Burger King Corp.