Burger King Puts Mascot in Xbox Games

In a move to further entertain its customers, Burger King has inked a deal with Microsoft to feature its King mascot in three Xbox video games, according to news reports.

Burger King's mascot will soon move from TV spots to video games

The King will be the central character in three games that will hit restaurants in December, The Miami Herald reported. Consumers can buy the video games for $3.99 each with the purchase of a value meal.

The video games will include a fighting game, racing game and action game and are reported to borrow from elements based on some of Xbox's other popular gaming titles, including Halo, Street Fighter and Need for Speed. The effort marks the first time a consumer brand has designed its own console video game, reports said.

Burger King declined to comment on the story.

The Burger King mascot already has appeared in one video game, Fight Night Round Three, news reports said. The tactic is part of a growing effort by brands to use product placement and other nontraditional media beyond 30-second TV spots to reach consumers, predominantly males 18 to 34.

The video game promotion is part of the QSR's effort in recent months to build its brand by entertaining consumers. Next week, Burger King will sponsor a Have it Your Way page on MySpace.com where users can download episodes of Fox's 24 and other shows (PROMO Xtra, May 17, 2006).

For more coverage on entertainment marketing