Mars Petcare has announced a new partnership with Misfits, a Florida-based esports and gaming entertainment company, to promote its popular TEMPTATIONS cat treat brand through digital gaming experiences and influencer-led content.
As part of the deal, the TEMPTATIONS brand will be integrated into TubNet, a Minecraft server operated by Misfits. Players will have access to two cat-themed features:
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TEMPTATIONS Cat Cafe: A virtual hangout spot for cat lovers to connect in a shared community space.
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Purrsuit: A parkour-style mini-game where players race to find and collect as many virtual cats as possible before time runs out.
Though the partnership was officially announced this week, the TEMPTATIONS brand had already made its debut during Misfits Live on October 7 at The Fillmore in Miami Beach.
In addition to in-game promotions, Misfits plans to roll out branded content and commercials featuring well-known creators within the gaming community. This includes a collaboration with Twitch streamer and cat enthusiast Ranboo, who will help introduce the campaign to his large online following.
The partnership marks the first known collaboration between a pet care brand and a company focused on esports and gaming culture. While financial terms were not disclosed, both companies hope the pilot program will connect with younger pet owners through playful, cat-centric digital content.
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