McDonald's can see it. Online gaming is growing fast. Stereotypes are being dismantled. The quintessential gamer seems to have lost race, gender and economic status altogether. According to the International Game Developers Association, around 100 million Americans will play an online video game this year. As more big media companies hop on board the online gaming revolution, the landscape is appearing to offer an appropriate platform for any broad advertising.

The food service giant has hired the Dallas-based Moroch Partners to develop on online gaming platform to remind customers of the long-time favorite, Filet-O-Fish. What McDonald's got was www.filetofish.com, part of a comprehensive and integrated multimedia campaign running in over 2,800 restaurants.

At the website, customers can play a series of online games designed to promote McDonald's food. McDonald's has also partnered with I-play to add a mobile component to the campaign.

"Moroch understands how to engage and connect with consumers in their lifestyle," said Rob Boswell, president and COO, Moroch Partners. "The Filet-O-Fish campaign is a great example of reaching consumers across multiple marketing platforms. By partnering with I-Play for the mobile component, we are creating another touchpoint for consumers to interact with the brand."