Dallas-based TGI Fridays is the newest restaurant featured in Cooking Fever, the mobile simulation game that has hooked millions worldwide in virtual kitchens.
Game developer and publisher Nordcurrent announced a licensing partnership with the global restaurant chain to be part of the game, with more than 10 million monthly active users.
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“Cooking Fever is the largest restaurant simulation game. Therefore, it is a naturally good place for real-world restaurants to extend their experience into a virtual environment,” said Simonas Sturys, head of marketing at Nordcurrent, to The News. “TGI Fridays is a great fit for Cooking Fever not just because of similar market priorities, but also because of the values,” like innovation and quality.
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In the first two weeks after the launch, TGI Fridays has been played 4 million times, four times more than usual for a similar location in the game.
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The partnership includes a playable TGI Fridays restaurant with nearly 100 branded elements, including menu, interior, kitchenware, and exterior.
Players can virtually cook food and build furniture they can recognize from their real-life experience. They can even acquire interior decor details, like guitars, choppers, and the Statue of Liberty, or even manage and build their own TGI Fridays restaurant.
“This brings fun and a new connection with the brand,” said Sturys.
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Cooking Fever had previous collaborations with Hell’s Kitchen by Gordon Ramsay and Hard Rock Cafe; the FC Barcelona soccer team, which had a sports bar; and Coca-Cola, which was introduced in the Fast Food Court.
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Most Nordcurrent games are simulations, be it restaurants, flight attendants, hospitals, or style houses.
Cooking Fever has over 1,000 dishes to cook using 250 ingredients in 27 unique locations, from fast food to pizza to Indian, Mexican, barbecue and seafood. It has over 1,000 levels to complete and over 350 challenge levels.