In-game real world rewards network Kiip is expanding fast.

After all, that's what you do when you've raised $11 million in VC funding.

Part of that expansion is to roll the service out to territories other than the US, and the company's first direct deal in the UK is with restaurant chain YO! Sushi.

"We run campaigns in the UK before with US brands like Popchips! but YO! Sushi is our first UK partner," says CEO Brian Wong.

"It was great timing too because we kicked off during the Olympics."

Win and eat

The deal looks especially well formulated as gamers are an obvious target group for the Japanese-inspired fast food brand, while its method of serving food on a conveyor belt means it's highly unlikely anyone will just take the single free item their Kiip voucher gives them.

"YO! Sushi is a strong brand and one that's aligned with a mobile gaming audience," Wong agrees.

Results from the campaign, which is still running in the UK, won't be known for a couple of months, however.

The big boys

More generally, Wong says he's very pleased with the progress of Kiip.

It's running test campaigns in Canada and Mexico, while brands such as General Electric, Kraft Foods, P&G and America Apparel are signed up.

"There's no other way developers can get this quality of brands in their games," he points out.