Fans of the 2006 stealth-action game Sneak King, especially Redditor JR_Masterson, may face disappointment as a sequel is highly improbable. The primary factor behind this decision is the undeniably unsettling nature of the game`s central figure: the Burger King mascot.
During an interview with Restaurant Business (as reported by IGN), Burger King`s chief marketing officer, Joel Yashinsky, explained the company`s shift. He indicated that the “Creepy King” mascot had to be phased out to improve profitability, particularly in light of competitors like McDonald`s successfully leveraging more family-friendly mascots.
“There were a number of learnings we had from creepy king,” Yashinsky elaborated. “And we`ve moved away from creepy king because he had limited appeal.”
For those who recall Sneak King—or the distinctive “Creepy King” mascot used by Burger King from 2004 to 2011—the game placed players in the role of The King, tasking them with covertly delivering various meals to unsuspecting individuals. This title was one of a trio of games known as The Burger King Games, which also included the bumper car simulation Big Bumpin` and the pocketbike racing game PocketBike Racer.
Despite its bizarre premise, Sneak King developed a somewhat dedicated cult following, with some players, like Redditor JR_Masterson, having patiently awaited a sequel for over 18 years. However, this prolonged anticipation seems to be in vain. According to Restaurant Business, Burger King is now committed to moving past this distinctive, and at times frightening, era of its mascot history.