Panda Express is making strides in its marketing strategy by leveraging gaming platforms such as Roblox and Fortnite. After successful activations in 2025 that coincided with cultural events like Lunar New Year, the restaurant reported improvements in brand metrics. This includes a 3% increase in brand awareness and a rise in purchase intent by 5% over 30 days.
The key driver behind this success was engaging players with interactive experiences, such as sampling menu items virtually. The campaign “Leveling Up,” which promoted the return of Hot Orange Chicken, achieved significant engagement rates, especially on Roblox.
Panda Express is now committed to maintaining a consistent presence within gaming spaces. Their ongoing strategy includes regular updates on platforms like Roblox and map integrations on Fortnite, meant to keep the brand relevant among players. This shift reflects a broader understanding of the potential in the gaming advertising market, which is still underutilized by brands despite the vast number of global gamers.
Overall, Panda Express has turned its initial hesitance toward gaming into a strategic advantage, demonstrating the effectiveness of integrating this medium into their marketing efforts.
