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Dr. Doom’s latest target is entertainment chain Dave and Buster’s, which has fully submitted to the Marvel villain for an expansive Avengers: Doomsday campaign.
Starting on November 16, Dave & Buster’s is becoming Doom & Buster’s. Select locations are already rolling out ‘Doomsday Zones,’ entire sections of the arcade dedicated to the Avengers takeover. Enter the Dr. Doom archway and you’ll find a collection of Marvel games and activities in addition to new D&B drinks and prizes.
"When one of the biggest movies of the year is coming, you don't put up a poster. You bend the knee," said Jeremy Tucker, chief marketing officer at Dave & Buster's. "We gave Doom our name. We gave him the floor. We gave him the bar… All shall play."
As one of the leading arcade chains, the big tie-in is games. On Dave & Buster's floors, fans can already find a new selection of Marvel-themed activities:
Doom & Buster’s activities:
- MARVEL Cosmic Invasion
- Avengers: Roller Race & Battle
- Human Crane
- Mystery Crane
- Thor's Hammer Strike
- The Arena
- Smash N Win
- Avengers Themed Photo Booth
Cosmic Invasion is the big headliner here. The game dropped on PC and consoles last December, and through the D&B campaign, is now getting the full arcade cabinet treatment. Like the fully released version, the arcade edition will support up to four players.
We’re pretty big fans of the tag-team beat-em up, saying it "has the juice" in our 7/10 review, which knocks off some points for a limited hero gallery. Thankfully, the game has released plenty of new content in the past year. A new Doom-themed DLC, 'The Siege of Castle Doom,' is launching on November 10, and will presumably be included in the in-store activations.
New prizes vary across locations. The crane games are packed with their own range of Marvel-specific collectibles, including some vaguely described "new inflatables." Doomsday Zones will also feature a fully stocked Avengers Funko pusher, while kiosks offer new Avengers-themed prizes like Collectible Power Cards.
Throughout the campaign, ‘DOOMHOUR’ will strike at random times, offering customers double tickets on any green swipe games. D&B Rewards members will get a 24-hour heads up about the DOOMHOUR, while the rest of us peasants will simply have to wait for the alarm to blare. Registered members will also get access to new Rewards Challenges throughout the campaign.
Of course, Dave and Buster’s bars are also now serving a spread of Doom-themed drinks. For the alcohol-inclined, D&B offers the Doomsday's Dominion, Multiversal Mule, and Fantastic Flight. New mocktails include Panther's Potion and Captain’s Punch.
Marvel has been collaborating with everything from KFC to the MLB in the lead-up to Avengers: Doomsday, releasing in theaters on December 18. Dave & Buster’s, however, appears particularly willing to commit to the bit, which is exactly what Disney execs are looking for.
"Rather than creating a traditional promotion, they transformed their entire business into an immersive celebration of Marvel Studios' Avengers: Doomsday," said Lylle Breier, EVP of Partnerships, Promotions and Events at The Walt Disney Studios. "The result is a bold, fan-first experience that extends the story beyond the theater and into the real world in a way only Dave & Buster's could."
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