Panda Express is moving gaming from a one-off activation to an always-on channel, based on results from its Roblox and Fortnite campaigns in the second half of 2025. The quick-service chain now plans a standing presence on platforms that reach more than 220 million monthly players, many of them aged 18 to 34.
An independent study by Super League and Nielsen found that in-game exposure raised brand awareness by 3 percentage points. Interactive mechanics lifted consideration from 64% to 67% and recommendation from 61% to 64%, and purchase intent over a 30-day window grew by 5 points. The campaigns, built with agency of record The Many and Super League around cultural moments such as Lunar New Year, let players virtually sample menu items like The Original Orange Chicken and Honey Walnut Shrimp. The "Leveling Up" campaign drew a 16% engagement rate on Roblox and 537,000 engagements on Fortnite.
On Fortnite, the new approach includes three map integrations: one has launched and two more are planned for October and December. Persistent in-game billboards bridge the gaps between limited-time menu activations. On Roblox, the brand relaunched its obstacle-style game, The Panda Express Obby, as a permanent destination, with Halloween, fall and winter updates and monthly changes such as NPCs, menu tie-ins and seasonal courses. Crystal Chou, group media director at The Many, said the team eased into gaming deliberately and built confidence in the channel, so that it is now expected on the plan.
There are 3.6 billion gamers worldwide, yet gaming still gets only a fraction of ad budgets. Panda Express shows a credible sequence: start small, prove the effect with independent research, then make the channel permanent. If you are testing gaming, design awareness, consideration and purchase-intent measurement with a third party from the start, and align seasonal updates with product launches. For other media mix shifts see Campbell’s Moves 85% of Working Media to Social, Influencers, Commerce and AI Platforms, and for sustained investment in a single platform see Modelo Makes Its Biggest College Football Bet Yet With an 18% Media Increase. If you are rebalancing your channel mix, browse our services.
An independent Super League and Nielsen study found a 3-point lift in awareness, consideration up from 64% to 67%, recommendation up from 61% to 64%, and a 5-point rise in 30-day purchase intent.
On Fortnite, three map integrations plus persistent in-game billboards. On Roblox, a permanent Panda Express Obby game with monthly updates.
There are 3.6 billion gamers worldwide and the audience skews toward Gen Z and Gen Alpha, yet gaming receives only a small share of ad budgets.
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