Star Wars has a long history in the MMO genre. I’m not actually sure what the first Star Wars MMO was, but there were/are multiple Star Wars-themed text-based MMOs (also called MUDs for those of you just tuning in) going back to the early 90s. In 2003, of course, Star Wars: Galaxies was released and earlier this year Bioware confirmed what everyone already knew: It’s working on a Knights of the Old Republic MMO.

But what’s this? The Hamburgler got the jump on everyone and stuffed Star Wars into the month-old McDonalds virtual world, with, of course, a tie-in to Happy Meals (get a character and a code in a Happy Meal and unlock it inside the virtual world).

There’s lots to be said (and no doubt others will say it) about the way in which brands are best-used in virtual worlds. Is it better to start your own or infiltrate other worlds? Probably depends on the size of your brand. With a brand the size of Star Wars, and with its reasonably wide-appeal (as compared with something more narrowly focused in terms of demographics like Bratz or Barbie), why not run multiple MMOs and stick your lightsaber into other people’s virtual worlds (provided those virtual worlds aren’t tarnishing your brand with flying penises and simulated paedophilia, of course)?
It does sadden me a little to think that children out there is being assaulted by the happy yellow brainwashing that Ronald dishes out, particularly with childhood obesity and diabetes on the rise. Fast food sucks.