Domino’s Made a Pizza Shaped Like a Block. Minecraft Noticed.

Some brand partnerships take a 40-slide deck and a lot of squinting. This one took a rectangle.

In August, Domino’s launched the Domino — a made-for-one, Detroit-style pizza baked in a rectangular pan and cut into two blocks. More than 65 years in, the company finally had a pizza shaped like its name. Less than two months later, the pizza has a second job.

Starting Oct. 26, the Domino becomes the way into Minecraft Dungeons II, the new action-adventure game set in the Minecraft universe. It’s the game’s first-ever brand partnership, with collectible boxes, in-game items and 20,000 free copies of the game on the menu across the U.S. and 19 more markets.

The shape did the pitching

The logic is right there on the cutting board. A blocky pizza meets a blocky world, and the product becomes the brief.

“With its 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,” says Kate Trumbull, executive vice president and chief marketing officer at Domino’s.

Trumbull frames the Domino as more than a menu item. “When we launched the Domino, we saw an opportunity to think beyond the pizza itself and create experiences that surprise and delight customers,” she says.

Collect all 6

Every Domino arrives in one of six character boxes: Corrupted Creeper, Prime Enchanter, Valorie, Zombie, Pig and Creeper. Supplies are limited.

Collect-all-six is the cereal-box prize logic of the ’80s, applied to dinner. It’s also a tidy reason to order a second Domino, then a third.

A cape made of pizza

Domino’s Rewards members who order a Domino online unlock one of three randomly awarded in-game items. There’s a Domino’s skin for your avatar, a Slice Slayer Cape and a Cheesy Cube Pet — the first co-branded partnership pet to appear in Minecraft Dungeons II.

The pet won’t fight anyone’s battles. Domino’s promises it “will provide emotional support (and maybe some pizza cravings)” instead.

Codes land in the “My Rewards” tab and run through Jan. 10, 2027. The randomized drop does what the boxes do: it gives players a reason to come back.

20,000 games, 2,000 a day

From Oct. 26 to Nov. 4, Domino’s is giving away 2,000 digital copies of Minecraft Dungeons II (Standard Edition) every day — a $29.99 value each. Customers buy a Domino and submit proof of purchase at dominos.com/minecraft-dungeons-ii for a chance to win, with downloads valid on PC and Xbox.

The Tracker goes into the dungeon

The last piece is the most Domino’s of all. Customers who order a Domino can follow their pizza on a custom, interactive Minecraft Dungeons II-themed version of the Domino’s Tracker.

Of every brand touchpoint, the Tracker gets the most attentive audience. Everyone watching it is waiting on dinner.

Built for game night

Domino’s has worked with Boulder independent WorkInProgress as its creative agency of record since 2021. The partnership is part of a global rollout, with qualifying product, code distribution and timing varying by country.

“Together, we’re turning every purchase into an adventure, giving fans exclusive content, collectible items, and a chance to bring their love of pizza and gaming together,” says Trumbull.

A block-shaped pizza in a block-shaped world. Sometimes the fit is the idea.

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Learn more

Domino’s x Minecraft Dungeons II
Minecraft Dungeons II
Domino’s Media Assets
Contact: Danielle Bulger, dani.bulger@dominos.com | 734-604-9902