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A sign that online gaming continues to be loved by advertisers and consumers alike: McDonald's has embraced the medium in its latest campaign designed to remind customers of the long-time favorite, the Filet-O-Fish, reports iMedia.

At filetofish.com, customers can play a series of online games designed to promote McDonald's food. McDonald's has also partnered with I-play to add a mobile component to the campaign.

When it comes to the world of online gaming, gamers are no longer restrictied to the typical niche demographic ruled by young men. Online gaming's "snacky" nature appeals to mass audiences. According to the International Game Developers Association, around 100 million Americans will play an online video game this year.

The food service giant has hired the Dallas-based Moroch Partners to develop the online gaming platform - part of a comprehensive and integrated multimedia campaign running in over 2,800 restaurants.