Punters can text 'FOF' to the 37438 shortcode to download free wallpapers, ringtones and mobile game demos.

The nationwide campaign, created by Moroch Partners, includes a dedicated web site, bilingual national TV and radio spots and web banner ads.

I-play previously partnered with Moroch and McDonald’s on the Midnight Gaming Championship, produced by The Video Gamers League and Affinity Sports Marketing.

I-play CEO David Gosen said: “I-play understands the importance of being able to deliver premium content to a discerning consumer. Mobile is the best platform available to reach people on the go, and we’re excited once again to be working with McDonald’s to help them extend the reach of their promotions and serve a targeted, niche audience.”

Jerome Elenez, McDonald’s Dallas region marketing director, said: “I-play has an excellent industry reputation not only for developing exciting games and mobile content, but also for creating and executing successful consumer mobile marketing campaigns."