'Sit at my right hand'

Burger King has just signed Mobliss to help the fast food chain develop a mobile advergame for distribution early next year, reports ClickZ.

Players will pose as aspirants to the position of The King's right-hand man. (The King serves as Burger King's most familiar marketing character.)

The game's city backdrop will also be Burger King-themed, allowing for maximum brand exposure to players.

Developing a mobile game is a natural development of the food chain's existing gaming interests, which include a handful of Xbox games distributed through its stores.

The company has opted to create games rather than buy ads within games because it perceives more brand value can be generated by creating better user experiences, the alternative being that it fight for shared space alongside other brands.