Burger King, champ of the ring?

EA has released some new screens for the upcoming boxing title, Fight Night Round 3. The batch included this puzzling piece, featuring the Burger King in-game. The shot appears to be from the Xbox version, but I can't wait to see him in all his High-Definition Xbox 360 glory. I'm not sure how I feel about this, worried that he's a playable character, but even more frightened that advertising has reached such high levels in games.

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