Game is aiming to attract UK and international visitors to the city.
Mr Bean is to star in a new mobile game which has been designed to attract UK and international visitors to London.
Endemol Shine Group has joined forces with the Mayor of London’s official promotional agency, London & Partners, and entertainment and marketing platform, Pointvoucher, for Play London with Mr Bean.
It is due to launch later this year on iOS and Android.
Play London with Mr Bean is an interactive mobile Match-3 game with geo-location features, starring an animated Mr Bean character visiting scores of tourist attractions in central and outer London.
The game will engage with visitors to the city and help them discover London’s hidden tourist gems, and the city’s cultural and foodie highlights.
Players will be able to pick up vouchers which they can then cash in for discounts when they holiday in London and find offer on locations around the city. Discounts may include free Wi-Fi, or money off hotel room rates and at famous visitor attractions.
Frances Adams, global director of brands and licensing at Endemol Shine Group, said: “Play London with Mr Bean is a great way for brands to tap into the global popularity of Mr Bean and engage with the huge numbers of tourists exploring London.
“With a brilliantly fun game and exclusive rewards on offer, this is a really playful and original way to market a city.”