Mobile game developer and publisher Nordcurrent has entered into a partnership with TGI Fridays to introduce the American restaurant chain into the digital realm through Cooking Fever. This collaboration brings nearly 100 branded elements, from menus to kitchenware, into a playable TGI Fridays Cooking Fever restaurant, marking the gamification of the chain for the first time. Leveraging Cooking Fever's extensive player base of 10 million monthly users, the licensing partnership will extend throughout 2024. In the initial two weeks post-launch, the in-game TGI Fridays experiences have already reached an impressive four million.

Beyond the visual enhancements, Cooking Fever plans to introduce various activities, contests, and cross-promotional events tailored to fans of each franchise. As Cooking Fever approaches its 10th anniversary in August, it stands as one of the most popular restaurant simulation games with over 400 million total installations, marking Nordcurrent's most significant game among its portfolio of over 50 titles.

Nordcurrent CEO Victoria Trofimova anticipates "multifold benefits of the partnership." TGI Fridays' SVP and Chief Supply Chain Officer, Kathleen Schloth, expressed the value of introducing the beloved restaurant brand to gaming enthusiasts worldwide. Schloth believes the collaboration will strengthen both TGI Fridays' brand awareness and Cooking Fever's position as a leading game in the simulation game industry.

Brand partnerships with mobile games are on the rise, reflecting a trend where various products aim to capture the attention of gamers. This collaboration, like others before it, underscores the desire to engage with the vast mobile player audience. The partnership not only enhances brand recognition but also provides an opportunity for mobile fans to contribute to local economies, encouraging real-world spending, akin to the success seen with Pokémon Go.

Source: adapted from an article by Aaron Astle, News Editor for PocketGamer.biz.