Domino’s is giving away 20,000 copies of a new video game, and the logic behind it is strategic rather than sentimental. According to a 2026 report from the Entertainment Software Association, 212.3 million Americans, about 67% of people aged 5 to 90, play video games at least once a week. For a pizza chain, that is a very large pool of customers who already like to eat while gaming with friends.
The mechanics
The partner is Minecraft Dungeons II, an action-adventure game set in the Minecraft universe and released at the end of September. Starting October 26, anyone who buys a Domino, the chain’s individual Detroit-style pizza introduced in August, gets access to the promotion. The pizza arrives in one of six collectible boxes showing characters such as Corrupted Creeper, Prime Enchanter, Valorie, Zombie, Pig and Creeper.
Between October 26 and November 4, Domino’s will hand out 2,000 game tokens a day. A token downloads the base game, a $29.99 value, free on PC and Xbox only. Buyers must submit proof of purchase on a designated website.
Domino’s Rewards members get a separate hook. Each online purchase of a Domino can earn one of three randomly awarded in-game items: a Domino’s Skin, a Slice Slayer Cape and a Cheesy Cube Pet, the first co-branded partnership pet in the game. Codes appear in the “My Rewards” tab and work only in Minecraft Dungeons II, which is sold separately. The company’s Tracker will also get an interactive game theme.
What the chain wants
The calculus is plain enough. Boxes and random items reward repeat purchases. Member-only items push loyalty signups and online orders, a priority for the chain. The free downloads generate noise in the gaming community. Chief Marketing Officer Kate Trumbull said the company saw a chance to go beyond the pizza itself, and that the Domino’s block shape and playful spirit “felt right at home” in the game. The offer rolls out in 19 global markets.
The brand is not new to this field. It helped launch Twitch’s Fortnite-focused network in 2024. Minecraft has also paid off for others: McDonald’s Minecraft-themed meals in March 2025 produced a double-digit traffic lift, according to Placer.ai data. In September 2021, Slice offered in-game rewards for Far Cry 6 to customers of participating independent pizzerias. Minecraft itself, launched in 2011, has sold more than 300 million copies, and the original Minecraft Dungeons drew over 25 million unique players after its 2020 debut.
Sources
- Domino's Is Giving Away 20,000 Video Games. Here's What They're Really Up To – PMQ Pizza
- San Diego Union-Tribune
- Domino’s teams up with Minecraft Dungeons to promote the Domino
Photo: Michael Barera (CC BY-SA 4.0)
