Burger King today announced a licensing arrangement with Seattle-based, mobile content provider Mobliss to create downloadable cell phone games featuring BURGER KING branded content, including the King.

The initial game currently in development will feature players vying for the role of the King’s protégé 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," 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.