• by Teresa Buyikian , March 10, 2026

 
Dave & Buster’s has launched a new national brand platform it hopes will leave customers saying “WTF?”

The eatertainment brand this week rolls out “What the Fun,” a new platform and campaign that aims to “redefine what spontaneous entertainment looks like today.”

The campaign centers around the brand’s largest value offer ever: the new 60 Day Unlimited Play Pass, which gives Dave & Buster’s loyalty members unlimited gameplay for two months for a $60 upfront fee. There are also upgrades, to a deluxe ($99.99) which ups the food and beverage discount to 15% and enables the pass holder to earn up to 1,000 tickets per week. The premium pass ($119.99) gives 25% off food and beverages and up to 2,000 tickets per week.

The campaign launches with a new :30 spot, seen here, thatdepicts a couple at a gas station spying a billboard touting the new 60-day pass. They proceed to Dave & Buster’s, enjoying various games along with some healthy competition with other customers of all ages.

“’What the Fun’ is built around those unexpectedly epic moments that happen when people show up and play,” said Melissa Powers, vice president of marketing at Dave & Buster’s, in a press release. “We paired it with a ‘what the fun’ kind of offer —unlimited play for just $1 a day —because the value should be just as headline-worthy as the experience.”

The campaign runs across national linear TV, CTV and major streaming platforms, as well as digital, social and out-of-home executions.