McDonald's x Street Fighter
McDonald's Japan has launched its 'Street Burgers' campaign, featuring three burgers inspired by Ryu, Ken and Chun-Li – 3 of the most iconic character of the gaming franchise. It features a burnt garlic-mayo egg teriyaki for Ryu, a sweet-and-sour chicken for Chun-Li, and a triple cheeseburger for Ken. The promo is backed by pixel-art ads that mimic the 16-bit era of the game, and is only available in Japan for a limited time.
A curated database of branded gaming examples.
Three hours a night grinding WoW with your guild. Fortnite with your mates after work. Candy Crush on the commute. Whether or not you’d call yourself a gamer, you are still playing. Gaming has become an unprecedented cultural force. Massive attention, deep engagement and yet, little money invested. Need more convincing?
Source: GroupM, GEEIQ, Newzoo, 2024
Source: Dentsu & GWI, State of Gaming 2024
I’ve spent the past few years on both sides of the fence: with gaming brands, and with non-gaming brands trying to work out what to do about gaming. Along the way I kept examples. What started as a Google Doc is now an index of close to 200 of them. This is it.
I hope you’ll find it useful, reach out if you want to chat.
JonathanFounder & Principal, Office of Applied Imagination
