Mars Petcare—a division of Mars Inc.— has partnered with Florida-based esports and gaming entertainment company Misfits to promote the TEMPTATIONS cat treat brand.
Financial terms of the deal were not disclosed, but this is the first partnership involving a petcare brand and an esports/gaming-adjacent company, as far as we know.
Under the terms of this new partnership, Misfits will launch a pilot program for Mars Petcare using the company’s network of content creators and influencers. This pilot program will feature playable “cat-centric gaming experiences,” content from popular cat-loving influencer and Twitch sensation Ranboo, and more.
The TEMPTATIONS brand will also be promoted through in-game activations on the TubNet Minecraft server under the Misfits banner. TubNet users will find two things co-created by Misfits and the TEMPTATIONS brand: the TEMPTATIONS Cat Cafe, a shared cat community space with fellow cat-lovers; and Purrsuit, a parkour game where players race against the clock to quickly find and collect as many cats as they can.
While this partnership was formally announced today, the TEMPTATIONS brand was recently featured in the first Misfits Live event on Oct. 7 at The Fillmore at Miami Beach.
Finally, Misfits said in a release that it plans to deploy creator commercials and sponsored content aimed at the Misfits gaming community to promote the brand—in addition to all of the aforementioned activities.