KFC cooks up dating simulator game for Colonel Sanders

Dive Brief:

KFC on Sept. 24 will release a video game dating simulator starring a young and sexy Colonel Sanders, the brand revealed on a Twitter account called KFC Gaming. A game called, "I Love You, Colonel Sanders! A Finger Lickin' Good Dating Simulator," is coming soon according to a post on Steam, a digital distribution site for video games.
The game, which is in the anime style of games like Pokemon, will include hours of gameplay, including cooking battles and recipes, according to a report in Polygon. The game also features "cute miniature food" and a "dateable Colonel Sanders."
Developed by Psyop, the game stars a young culinary student studying with Colonel Sanders, at a time when both are looking for love. The choices the player makes will affect friendship and love with emotional consequences.

Dive Insight:

KFC is known for pushing boundaries in its wacky and attention-grabbing marketing campaigns, and has created a variety of spots to develop a more modern day Colonel Sanders and push its evolution into a lifestyle brand. The new video game appears to fit squarely in this mold.

From creating a CGI hipster influencer Colonel Sanders mascot to a sexy Mother's Day video, the brand has been releasing campaigns with an irreverent message through popular digital channels that resonate with younger audiences. The iconic founder's character has evolved in contemporary ways that show he is hip to the times and this new video game continues this advertising strategy.

The video game arrives as gaming in general is surging in popularity. The global gaming market will be worth $152 billion by the end of the year, according to New Zoo. Almost half ($68.5 billion) of this revenue is coming from mobile games. Meanwhile, the esports market will surge 27% to $1.1 billion as marketers pile into sponsorships of video game teams and events.

As consumer interest begins to grow brands are capitalizing on the consumer interest with fresh campaigns or game integrations, like Miller Lite creating a Bluetooth-enabled can that doubled as a game controller. But brands attempting to build video games is not a new concept. Uber, Taco Bell and Burger King are among brands who have released games over the years.