Industry News | October 5, 2007

Burger King Corp. Enters Mobile Entertainment Market

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Burger King Corp. (NYSE:BKC - News) 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 branded content, including the King.

The initial game, which is still 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-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," says Russ Klein, president, global marketing, strategy and innovation for 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 games: "Pocketbike Racer," "Big Bumpin'," and "Sneak King," as well as the integration of Burger King 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.