DealQuest, revenge of the munchies
Jack in the Box has launched a new retro-arcade-style in-app game called 'DealQuest', reviving its mascot Jack Box for Halloween in true '80s 8-bit fashion. Players unlock codes for limited-time Monster Munchie Meals through gamified play, bridging nostalgia and brand interaction. The campaign targets late-night 'unruly' revelers and leans on AI-enhanced graphics to modernize classic gameplay while driving purchase via engagement.
A curated database of branded gaming examples.
Three hours a night grinding WoW with your guild. Fortnite with your mates after work. Candy Crush on the commute. Whether or not you’d call yourself a gamer, you are still playing. Gaming has become an unprecedented cultural force. Massive attention, deep engagement and yet, little money invested. Need more convincing?
Source: GroupM, GEEIQ, Newzoo, 2024
Source: Dentsu & GWI, State of Gaming 2024
I’ve spent the past few years on both sides of the fence: with gaming brands, and with non-gaming brands trying to work out what to do about gaming. Along the way I kept examples. What started as a Google Doc is now an index of close to 200 of them. This is it.
I hope you’ll find it useful, reach out if you want to chat.
JonathanFounder & Principal, Office of Applied Imagination
