Dive Brief:
- Wendy’s is leveling up its bet on gaming — and its rivalry with McDonald’s — with the launch of “WendyQuest: Legend of the Four Corner Stones,” its own adventure role-playing game, according to details shared with Marketing Dive.
- “WendyQuest” is an 8-bit inspired game that invites players to explore food-themed regions and defeat bosses like the Golden Archers to unlock food rewards in the Wendy’s app. The game is free to download on iOS, Android and Steam.
- The game was made with 81monkeys, an independent development studio, while agency VML handled creative. The effort extends Wendy’s focus on gaming and arrives as the chain chases a turnaround.
Dive Insight:
Wendy’s is continuing to target gaming communities with the launch of “WendyQuest,” its first fully-owned game. The standalone experience could help Wendy’s capture stronger engagement as the in-game advertising landscape grows saturated: Spending on in-game ads is expected to top $131 billion in 2026 and grow to over $217 billion by 2031.
“WendyQuest: Legend of the Four Corner Stones” involves puzzles with turn-based battles, challenging players to go up against battle mechs, or oversized combat vehicles, including the Mech Chicken — a clear shot at rival McDonald’s. Players can power up with Jr. Bacon Cheeseburgers while navigating five food-focused regions, each of which offers a chance to earn Wendy’s food offers.
The effort offers up to 10 hours of gameplay and was built by hand over several years without the help of artificial intelligence shortcuts, according to the brand. Available prizes include a free medium fry, small frosty, 10 piece nuggets, biscuit or croissant or Dave’s Single. To redeem the reward, consumers need to copy a promo code from the inventory section of the game and enter it into the offers section of the Wendy’s app.
The launch of “WendyQuest” follows other gaming-focused efforts from the chain, including a tabletop role playing game in 2019 called “Feast of Legends,” which challenged players to fight against frozen beef. The chain also activated in Fortnite’s Food Fight game mode.
Other marketers have sought to appeal to gamers, from Panda Express to E.l.f. Cosmetics. Chili’s launched an online video game in 2024 digging at fast food restaurants that have jacked up prices. Gaming represents a valuable opportunity for brands looking to reach a wider audience: two-thirds of Americans between the ages of 5 and 90 game at least one hour per week, according to 2026 data from the Entertainment Software Association.
Wendy’s is currently in the midst of deploying a turnaround plan following ongoing challenges related to traffic and sales growth. The turnaround, which includes a focus on creating distinctive branding and marketing, is being led by Bob Wright, who has served as president and CEO since May. The chain in August brought on ex-McDonald’s CMO Tariq Hassan as chief marketing and customer growth officer. McDonald’s recently unveiled a new strategic plan that sees it shifting its approach to advertising and loyalty.
Wendy’s on Nov. 5 reported its third-quarter earnings, which include a 5.7% decrease in U.S. same-restaurant sales and a 2.2% increase in international same-restaurant sales, according to an earnings release.
