# Esports Pet Treat Partnerships Temptations Connects with Misfits to Launch a New Pilot Program By Kanesa D | Published 2023-11-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/temptations References: [misfits.gg](https://misfits.gg/temptations/) & [temptationstreats](https://www.temptationstreats.com/)  The TEMPTATIONS™ brand, a proud member of Mars, is taking a unique approach to engage the next generation of cat parents by entering the gaming industry. In collaboration with [Misfits](https://www.trendhunter.com/trends/sportfive), a prominent esports organization, the brand has introduced a groundbreaking pilot program for [Mars Petcare](https://www.trendhunter.com/trends/temptations-tasty-human). As part of this innovative initiative, TEMPTATIONS and Misfits will leverage Misfit's influential network of premium creators to connect with a global audience. The collaboration will include content amplification through popular cat-loving influencers, such as Aimsey and [Twitch](https://www.trendhunter.com/trends/gamebased-pet-adoption-event) sensation Ranboo. As an element of their collaborative partnership, the TEMPTATIONS™ brand recently launched a new pop-up at the inaugural Misfits Live event on October 7, held at The Fillmore in Miami Beach. Image Credit: Temptations, Misfits ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 37% | Activity: 38% | Freshness: 19% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Branding Partnerships in Esports:** Opportunity for brands to collaborate with prominent esports organizations and leverage their influencer network to connect with a global audience. - **Cross-industry Collaboration in Gaming:** Brands outside of the gaming industry, like Mars Petcare, are entering the gaming industry to engage the next generation of consumers. - **Content Amplification Through Influencers:** Brands can amplify their content by partnering with popular influencers, such as Aimsey and Twitch sensation Ranboo, to reach a wider audience. ### Sectors Adopting This - **Petcare:** Petcare industry can explore partnerships with esports organizations to engage with the gaming community and reach a new market segment. - **Gaming:** Gaming industry has the opportunity to collaborate with brands outside of traditional gaming sectors, like Mars Petcare, to diversify their offerings and attract new audiences. - **Influencer Marketing:** Influencer marketing industry can benefit from collaborations between brands and influencers to amplify brand content and drive engagement. ## Related on Trend Hunter - [Co-Branded Cat Podcasts](https://www.trendhunter.com/trends/catch-a-cat-burglar.md) - [Game-Based Pet Adoption Events](https://www.trendhunter.com/trends/gamebased-pet-adoption-event.md) - [Chocolate Brand Esports Partnerships](https://www.trendhunter.com/trends/kitkat-x-riot-games.md) - [Canine-Friendly Sporting Events](https://www.trendhunter.com/trends/caninefriendly-sporting-events.md) - [Multi-Textured Kitten Treats](https://www.trendhunter.com/trends/kitten-treats.md) - [70s-Style Cat Snack Ads](https://www.trendhunter.com/trends/creamy-purrrre.md) - [Pet-Focused Sports Partnerships](https://www.trendhunter.com/trends/chewy-canada.md) - [Chocolate Brand Esports Deals](https://www.trendhunter.com/trends/valorant-kitkat-2026.md) - [Esports Game Partnerships](https://www.trendhunter.com/trends/team-liquid.md)