For those holding out hope for a sequel to the unique 2006 stealth-action game Sneak King, prepare for disappointment. It appears that a follow-up is highly improbable, largely due to the Burger King’s iconic (and famously unsettling) mascot. According to an interview with Restaurant Business, Burger King’s chief marketing officer, Joel Yashinsky, revealed that the “Creepy King” mascot ultimately had “limited appeal” and needed to be retired to compete more effectively with family-friendly rivals like McDonald’s.
“We learned a lot from the Creepy King era,” Yashinsky stated. “And we’ve moved away from him because his appeal was, frankly, too narrow.”
For those unfamiliar, Sneak King featured players donning the King’s mask, tasked with covertly delivering meals to unsuspecting, hungry individuals. It was one of three distinct titles released under “The Burger King Games” umbrella, alongside the bumper car simulator Big Bumpin’ and the racing game PocketBike Racer. Despite its quirky premise, Sneak King garnered a modest cult following, with some fans having patiently awaited a sequel for nearly two decades.
However, it seems this long wait will be in vain. Burger King is now intent on distancing itself from that particular era of its marketing history, confirming that the unsettling nature of the “Creepy King” has sealed the fate of any potential Sneak King resurgence.
