The playable TGI Fridays restaurant, launched in late December 2023, has been played over 4 million times and features nearly 100 branded elements, including the menu, interior design, kitchenware, and exterior. This partnership aligns with Nordcurrent’s focus on delivering authentic in-game experiences and leverages Cooking Fever’s established player base and popularity as one of the world’s top restaurant management simulation games.
Nordcurrent sees potential in collaborating with real-world companies, notably as mobile gaming experiences continued growth with an estimated 5-10% annual increase. Brand licensing offers new engagement opportunities for companies like TGI Fridays and enriches game experiences for players with fresh content. Simulation games provide a natural fit for brand integrations, allowing publishers and IP holders to expand their reach and audiences.
Victoria Trofimova, CEO of Nordcurrent, said:
“Partnering with a well-known brand like TGI Fridays not only adds something new for our players but also demonstrates our commitment to finding innovative ways to deliver engaging gameplay. This collaboration introduces TGI Fridays to a large gaming audience while bolstering Cooking Fever’s position as a leading mobile game for cooking enthusiasts.”
Kathleen Schloth, SVP & Chief Supply Chain Officer at TGI Fridays said:
“This is TGI Fridays’ first foray into video games, and we’re excited to reach mobile gamers worldwide through Cooking Fever. This partnership extends our brand into the digital realm with a detailed virtual representation of our iconic restaurant.”
The TGI Fridays restaurant will be available throughout 2024 in Cooking Fever. Nordcurrent plans to integrate more brands into Cooking Fever and its other simulation titles, like Airplane Chefs and Pocket Styler, in the coming year.
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