Domino's wants its newest pizza sitting next to the controller on game night.
Starting October 26, customers who buy the Domino, the chain’s made-for-one pizza cut into two block-shaped pieces, can unlock Minecraft Dungeons II perks.
The campaign celebrates the release of the new action-adventure game set in the Minecraft universe and marks its first-ever brand partnership.
The Domino debuted August 31 as the chain’s first namesake pizza, so this crossover arrives less than two months after the product went on sale.
It's proof that new items have a place in entertainment launches, too.
Kate Trumbull, Domino’s Executive VP and CMO, explained why the chain looked past the menu.
"When we launched the Domino, we saw an opportunity to think beyond the pizza itself and create experiences that surprise and delight customers," she said.
Trumbull said the pizza’s shape and toppings made it a natural fit for the game.
Because the pie has a block shape and customizable toppings, "it felt right at home in the game’s action-packed universe, giving players an easy way to fuel up before jumping into battle."
Every Domino Order Drops Loot
Every Domino comes in one of six collectible boxes, each carrying a different Minecraft Dungeons II character from a roster that covers:
- Corrupted Creeper
- Prime Enchanter
- Valorie
- Zombie
- Pig
- Creeper
The boxes are available only while supplies last, giving collectors a reason to order more than once.
Online orders from Domino’s Rewards members carry an extra reward, with each purchase unlocking one of three in-game items handed out at random.
The options are an avatar skin with Domino’s branding, the Slice Slayer Cape, and the Cheesy Cube Pet, a companion Domino’s says is the first co-branded pet to show up in Minecraft Dungeons II.
Members will find the codes waiting in the My Rewards tab, and the codes can be redeemed only inside the game, which players must buy separately.
The giveaway runs for ten days starting October 26 through Nov. 4, with 2,000 game tokens released daily for 20,000 in total.
Each token covers the base game, valued at $29.99, on PC or Xbox.
Entering requires a Domino purchase, and customers then submit their proof of purchase at their website.
Domino’s also has a themed Tracker in the works, which will let customers follow a Domino order on a Minecraft Dungeons II-styled interactive screen.
The chain has yet to announce the details of the tracker.
The Audience Was Already Playing
Aiming a new pizza at gamers is a sound call for a chain whose latest product still needs its first crowd.
This need shows in the results.
Domino’s U.S. same-store sales rose 0.3% in the third quarter, the third quarter in a row below 1%, according to Nation’s Restaurant News.
The Entertainment Software Association reports that 212.3 million Americans play video games every week.
Notably, the original Minecraft Dungeons reached more than 25 million players, according to Full Cleared.
Furthermore, Domino’s has leaned on price to move orders before.
Its Best Deal Ever promotion drove much of the 5.2% U.S. same-store sales gain in the third quarter of 2025, and the Domino arrived in August alongside a "Mix and Match" Deal at $6.99 per item.
This campaign adds collectibles and game codes instead of a lower price, which gives customers a reason to order that leaves the check intact.
Three ideas sit underneath the Minecraft Dungeons II rollout:
- Time the tie-in after the launch spike: The game released September 29, per Nintendo’s listing, so an Oct. 26 start reaches players weeks into the game.
- Route digital rewards through your owned channel: Skins, capes, and pets go to Rewards members who order online, so every unlock starts with an order on Domino’s own platform.
- Split the prize pool into daily drops: Releasing 2,000 game tokens a day for ten days gives customers a reason to order on each of them, and proof of purchase ties every entry to a sale.
In short, the Domino gets its first big audience from a game that can guarantee it, and every reward leads back to an order.
Our Take: Does Domino’s Have a Place in the Gaming Community?
Gamers read a brand’s arrival the way locals read a tourist, and Domino’s is showing up with a skin, a cape, and a pet as its ID.
The random award system fits the setting, too.
Any dungeon crawler player knows the itch of chasing a drop, and a customer who wants the cape but draws the skin has a reason to order again.
That is smart for sales, and it also hands Domino’s a small test of credibility, because players will only chase gear they would be proud to wear.
We would measure the campaign by how many Domino’s capes still show up in co-op sessions a month from now.
A place in the gaming community gets decided at the equip screen, one player at a time.
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