The connection between gaming and cats runs surprisingly
deep. Blue Twelve Studio’s “Stray” -- a third-person adventure game in which players take control of a stray cat navigating a subterranean dystopian environment as the
feline character attempts to return to the surface -- was enough of a runaway success last year that Annapurna Animation is pursuing a film adaptation. Just one example of cat-themed
games’ popularity, it’s far from the first to place gamers in control of a cat character – something that dates back at least to 1983 Atari game “Alley Cat.”
So
it’s hardly a surprise to see brands seeking to tap into the Gen Z gaming community with cat content.
For its first foray into gaming, Mars’ cat treat brand Temptations teamed up
with interactive entertainment and lifestyle company Misfits for a “first-ever pilot program” designed to deliver “irresistible cat moments with gamers,” as the brand seeks to
gain a foothold with Gen Z consumers who comprise the next generation of cat parents.
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The global campaign kicking off the partnership focuses on enduringly popular Gen Z favorite
“Minecraft” -- which boasts over 173 million active players monthly -- combining in-game experiences, immersive digital content, and in-real-life event marketing. Bringing Temptations into
Misfits’ TubNet Minecraft servers, the effort centers around cat-centric gaming experiences; including a Temptations Cat Cafe, and Purrsuit, described as “an exciting parkour game where
players race against the clock to quickly find and collect as many cats as they can.”
In-game elements will receive a boost via content from popular Twitch streamer (a cat lover) Ranboo,
and other gaming influencers and promotion on social media channels. Temptations was also featured at Misfits’ first-ever live event last month at The Fillmore at Miami Beach, with a
branded photo opp.
In a statement, Misfits Vice President of Partnerships Nicole DuCane Spencer, unable to resist the pun, called the relationship a “purrrr-fect partnership,”
adding, “Recognizing that our community was already creating cat-related content in 'Minecraft'” made for “a natural fit” with the brand.