Doctor Doom takes over Dave & Buster's ahead of Avengers: Doomsday
Dave & Buster's becomes Doom & Buster's with Marvel games, collectible cards, themed zones and surprise rewards ahead of Avengers: Doomsday.
A trip to the arcade is about to feel like entering Doctor Doom's territory. Ahead of Marvel Studios' Avengers: Doomsday, fans will be able to encounter the villain's branding across games, prizes and even the name above the door at Dave & Buster's.
The entertainment chain is temporarily becoming Doom & Buster's, turning its venues into an extension of the Marvel film's world. The campaign began introducing new games on November 4, with a broader takeover scheduled for November 16 through January 31, 2027. The film is scheduled to open December 18.
Table of contents
Jump to each section:
- A Marvel world fans can actually play in
- DOOMHOUR makes loyalty part of the story
- The villain takes over more than the games
- What happens next
A Marvel world fans can actually play in
Doctor Doom is not simply appearing on promotional packaging. Dedicated Doomsday Zones will feature themed entrances, Marvel games and signage. The format makes the brand collaboration something visitors can explore together rather than just purchase.
Among the announced attractions are Marvel Cosmic Invasion, a four-player action game, and Avengers: Roller Race & Battle, a competitive racing experience. Thor's Hammer Strike, a Marvel-themed photo booth, claw machines and other arcade challenges add different ways to participate. Availability varies by venue.
For fans who enjoy collecting physical reminders of their favorite franchises, the campaign also includes limited-edition Power Cards featuring Marvel characters, Avengers Funko prizes and other themed merchandise. The combination of competition and collectibles gives visitors more than one reason to return.
DOOMHOUR makes loyalty part of the story
The most interesting mechanic is DOOMHOUR, a surprise 60-minute period when eligible D&B Rewards members can earn double tickets on green-swipe games.
Members receive advance notice through the D&B Rewards app about the date, followed by a notification revealing the hour on the day itself. That turns an ordinary rewards promotion into a small event with a reveal. It also gives the brand a practical reason to encourage app membership and repeat visits.
The promotion has conditions, including linked Power Cards and location-specific availability. It does not apply to Canadian locations.
The villain takes over more than the games
The transformation reaches the menu with Marvel-themed cocktails and mocktails, as well as collectible prizes and temporary venue branding. This matters because the fictional takeover extends into the ordinary parts of a visit: ordering a drink, checking a rewards notification or picking up a game card.
Dave & Buster's is not the only food-and-entertainment brand using Doctor Doom to connect with moviegoers. KFC's separate global Avengers: Doomsday promotion uses character-themed menu items and collectibles. The two campaigns illustrate different approaches to the same entertainment moment: one makes the franchise edible, while the other makes it playable.
For marketers, the lesson is less about attaching a movie logo to a product and more about translating the franchise into the behavior a brand already serves. At an arcade, that means playing together, chasing prizes and coming back for another challenge.
What happens next
The full Doom & Buster's experience begins November 16 and is scheduled to continue through January 31, 2027. Specific games, prizes and attractions depend on the location. The brand has not disclosed campaign performance figures, so any impact on visits, app registrations or spending remains unverified.
