The Purrrrfect Gaming Partnership - The TEMPTATIONS™ Brand and Misfits Unite

To better reach the next generation of cat parents, the TEMPTATIONS™ brand, proudly part of Mars, is tapping into the #1 entertainment industry for gen z, gaming. Misfits, the interactive entertainment and lifestyle company, and the TEMPTATIONS brand, America’s #1 cat treat brand*, have teamed up to redefine gaming and pet care sectors by launching a first-ever pilot programme for Mars Petcare designed to create irresistible cat moments with gamers. Together, they will activate Misfit’s influential network of premium creators to reach a global audience, offering up playable cat-centric gaming experiences, amplified with content from popular cat-loving influencer and Twitch sensation Ranboo, among others. 

Marking the TEMPTATIONS brand’s first foray into the gaming world, the dynamic partnership features exciting in-game activations within the beloved TubNet Minecraft server, a vibrant hub under the Misfits banner. Creativity and innovation come alive in a series of engaging creator commercials and sponsored content, seamlessly integrating the TEMPTATIONS brand into the massive Misfits gaming community. Not only will fans be able to engage with this content within the digital world, but it also came alive IRL with never-before-seen integration, bringing together the world's most prominent gaming creators in spectacular fashion. 

With over 173M+ monthly active gamers, Minecraft is undoubtedly one of the most popular games in the world, making it the perfect online destination for cat parents. Starting on today on TubNet, fans will find two new captivating experiences co-created by Misfits and the TEMPTATIONS brand: TEMPTATIONS™ Cat Cafe, where players can enjoy a shared cat community space with fellow cat-loving players, and Purrsuit, an exciting parkour game where players race against the clock to quickly find and collect as many cats as they can. With minigame leaderboards, the ability to win legendary items for your in-game cat experience, these new and authentic experiences add utility and excitement to the pet-loving gaming community. 

“We’re thrilled to announce our purrrr-fect partnership with the TEMPTATIONS brand,” said Misfits VP of partnerships, Nicole DuCane Spencer. “At Misfits, our strategy is simple: we listen to both our fans and our creators to deliver the most engaging content. Recognising that our community was already creating cat-related content in Minecraft, this collaboration with the TEMPTATIONS brand and TubNet was a natural fit that enables the brand to authentically connect with and provide value to the audience. *Based on 2022 Nielsen sales data 

“This partnership represents a holistic approach that goes beyond a standard, expected brand campaign. We wanted to bring this to life both in-game and in-person at our live events while also letting our influencers put their creative touches on how to share the message with their communities – which is key now more than ever. We are excited to embark on this journey with Mars Petcare and continue to connect with gaming communities and cat enthusiasts in fun, innovative ways.” 

As part of the partnership, the TEMPTATIONS brand was also featured in the first-ever Misfits Live event on October 7 at The Fillmore at Miami Beach. Fans attending AustinShow’s Name Your Price Live were able to snap pics to share on social media at the TEMPTATIONS-themed photo opp. During the show, the partnership took centre stage during the grand finale of the segment, where TEMPTATIONS™ Creepy Catnip Blissful Catnip Flavor was the featured item in the infamous "Haunted Board" segment. 

“We love to celebrate the fun that cats bring to our lives, so the combination of gaming and cats seemed like an awesome way to do that,” said Edwin Padilla, vice president, marketing of the TEMPTATIONS brand. “Cat people obviously rule the internet, and we can’t wait to see how they engage with our brand in this new interactive space.” 

This collaboration marks the beginning of an exciting journey, bringing joy, entertainment, and unique experiences to the gaming and cat-loving communities alike. To join the fun, visit here.