Domino’s Goes Into Minecraft Dungeons II — How a Square Personal Pizza Became a Gaming Marketing Play

Domino’s will launch a collaboration with “Minecraft Dungeons II” on Oct. 26, combining in-game items, packaging, giveaways and creator content. At the center is the Domino, a Detroit-style personal pizza that rolled out Aug. 31 — and whose rectangular shape fits neatly into Minecraft’s block-based world.

How the gaming marketing campaign works

• In-game items: Domino’s Rewards members who buy a Domino online unlock an avatar skin, a cape and the Cheesy Cube Pet — the game’s first co-branded partnership pet.
• Game code giveaways: Domino’s is giving away 2,000 game tokens every day from Oct. 26 to Nov. 4. Customers enter by submitting proof of purchase on a microsite.
• Collectible packaging: six boxes featuring characters from the game.
• A game-themed tracker: the Domino’s Tracker will get an interactive makeover.
• VFX creators: Merrick Hanna, Daphne Le, JoshVFX and the Macfarlane Brothers appear on brand and creator channels, and the Macfarlane Brothers content also runs as a 15-second TV spot.

The collaboration rolls out in 19 global markets, with timing and details varying by market.

Why gaming: a meal occasion, not just a media buy

Domino’s has pitched gaming with friends as a core occasion for the Domino. “Minecraft Dungeons II is all about teaming up with friends for epic adventures, and the Domino is built for those same moments,” said CMO Kate Trumbull. The chain has worked in gaming before, helping launch Twitch’s Fortnite-focused network and reviving its Noid character in a video game.

The real target: loyalty and first-party data

Tying in-game items to Rewards purchases is the smart part. Domino’s Rewards finished 2025 with more than 37 million active users, up nearly 20% since its 2023 relaunch. Meanwhile, the proof-of-purchase giveaway lets Domino’s collect first-party data from customers who aren’t loyalty members.

Takeaways for marketers

1. Pick partners through product form and usage occasion. “Square pizza meets block game” explains itself in one line.
2. Use game rewards as a data engine. Items reward members; giveaways capture non-members. For a brand treating gaming as an ongoing channel, see Why Panda Express Is Making Gaming an ‘Always-On’ Channel.
3. Gaming inventory is still underpriced. Two-thirds of Americans game, yet gaming draws a small slice of ad spend — covered in Two-Thirds of Americans Game, but Gaming Gets 2.4% of Ad Spend.