Many of the employees at advertising agency McKinney like to play video games. Now it’s part of their workday, too.

On Friday, Major League Gaming (MLG), the first professional video game league, said it had selected McKinney as its branding agency. MLG is a five-year-old organization working with gamers worldwide.

McKinney will be charged with branding for the group as well as developing strategy for MLG’s Web site.

Financial terms were not disclosed.

“Our goal is to bring the excitement and passion of gaming to a broad global audience,” said Todd Unger, an executive with MLG. “McKinney clearly understands the reality of big gaming and the many distribution channels we will tap to bring this white-hot sport to the masses.”

McKinney President Jeff Jones pointed out that the firm is “an agency of gamers.”

“But I believe we’re the best partner for MLG because we know how to create rich conversations between our clients’ brands and their best prospects,” he added in a statement.

MLG is based in New York City.

McKinney clients include Audi of America, Coldwell Banker, Brown-Forman’s Southern Comfort, Full Frame Documentary Film Festival, the NASDAQ Stock Market, Qwest Communications, Select Comfort, Travelocity and Virgin Mobile USA.