Industry News | April 17, 2001

Burger King Delivers eGames

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Burger King Corporation now delivers CD-ROMs containing eGames software and a "Branded Browser'' interface in Burger King® Big Kids membership kits. This promotional program is being conducted by Alcone Marketing Group on behalf of Burger King Corporation, a subsidiary of Diageo (NYSE: DEO).

The CD-ROMs have been sent via direct mail to new members of the Burger King® Big Kids database as part of a "Welcome Aboard'' mailer. Presently, Burger King Corporation enrolls between 30,000 and 50,000 new members monthly between the ages of four and twelve.

Jerry Klein, President and CEO of eGames, says, "We are very excited that our vision is now a reality. This distribution will bring eGames products directly into the homes of families throughout the U.S. while helping to drive traffic to the eGames online store and Burger Kign® restaurants. As more and more children familiarize themselves with our excellent game play and high-quality sounds and graphics, we are confident that they will become loyal game players and will seek out the eGames brand when making future purchasing decisions. Parents and children alike will appreciate the cost-effective, Family Friendly(TM) and entertaining content of our games.

"We anticipate that the successful implementation of this program will be just the first step in our strategy to combine eGames' proprietary branded browser technology and our quality gaming content to bring a compelling, new product offering to corporate America. This is the first relationship of its kind for eGames, and we are very excited about the significant opportunity this represents,'' continued Mr. Klein.

The CD's being provided to Burger King® Big Kids members are being specially designed for Burger King Corporation and will feature two separate game collections -- one for kids under the age of eight and one for Big Kids ages eight and above.

"eGames offers us an excellent opportunity to provide a value-added product to our growing family of Big Kids members and the branded 'browser' will help us cross market the Burger King® brand. eGames Family Friendly games are ideal for our four to twelve year-old demographic,'' said Brian Gies, director of youth and family marketing for Burger King Corporation.