You can snigger all you want at the Burger King video games, but for the fast food chain that created them they turned out to be big business.
Burger King reports a 40% rise in quarterly profits ending December 31, 2006. Net Income leapt from $27 million to $38 million and it wasn’t a sudden upsurge in burger sales that made the difference.
According to Burger King CEO John W. Chidsey, the increase in profits is largely down to the astonishing success of the company’s Burger King themed video games for Xbox and Xbox 360. Sneak King, Pocketbike Racer, and Big Bumpin’ were each sold for $3.99 and together shifted a staggering 3.2 million units.
“Our brand and our great food continue to resonate with our restaurant guests,” said Chidsey. “Specifically, our BK Value Menu, as well as our innovative Xbox game collection-which was the best-selling video game of the holiday season, with more than 3.2 million copies sold–increased both sales and restaurant traffic.“
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“Best-selling video game” might be slightly inaccurate – counting the combined sales of three games is slightly unfair to the competition – but this doesn’t take away from the runaway success of the games.