At Dairy MAX, we know today’s youth are more digitally connected than ever. To ensure the younger generations understand and trust the role of dairy in a balanced diet, we need to meet them where they are.
Last year, we entered the gaming space with our first custom Fortnite experience, Farm Tycoon, designed to spotlight modern dairy farming in a fun and engaging way. With nearly 170,000 gameplays and more than 72,000 hours of gameplay logged in just 90 days, Farm Tycoon exceeded expectations. Now, we’re taking that momentum even further with the launch of Diner Tycoon, the second Fortnite world funded by dairy farmers like you.
Diner Tycoon builds on the success of Farm Tycoon by continuing the journey of dairy from the farm to the table—showcasing how the milk produced on your farms ends up in everyday meals that nourish families and communities.
This project is part of our broader mission to grow trust in real dairy by reaching new audiences through innovative platforms. We want dairy farmers like you to be part of the excitement, too!
Why Fortnite Worlds Work
It may come as no surprise, but the numbers are eye-opening:
- 85% of U.S. teens play video games.
- Fortnite has over 230 million active monthly players.
- Gen Z gamers average more than 7 hours of gameplay per week.
Gaming isn’t just entertainment—it’s culture, connection and influence. And Fortnite is one of the most powerful platforms within that culture.
By showing up authentically in these spaces, we can build real trust with Gen Z, who are more health-conscious, more digitally native and more skeptical of traditional advertising than any previous generation.
Farm Tycoon proved that we can break through in this space. Now, Diner Tycoon brings dairy’s role in mealtime nutrition front and center in a dynamic, fast-paced virtual diner experience.
From the Farm to the Diner
Diner Tycoon is more than a game—it’s an interactive learning experience. Players take on the role of diner managers, working to:
- Take customer orders.
- Prepare meals using real dairy ingredients.
- Upgrade their kitchen equipment.
- Build the best diner in town.
As players progress, they’ll see educational touchpoints throughout the map—facts about dairy nutrition, sustainability and the role of real dairy in food service.
It’s an engaging, hands-on way to reinforce messages we know matter: dairy is delicious, nutritious and produced by real farmers who care.
And, of course, dairy plays a central role in recipes and game mechanics. Real dairy = in-game success.
Influencers, Instacart and More: How We’re Expanding Our Reach
The launch of Diner Tycoon is supported by a wide-reaching marketing campaign designed to drive both awareness and action, including real life dairy purchases.
Creator Marketing
We’re working with popular Fortnite streamers and social media influencers like ExtraEmily, Frodan, HeadShotChick and others. These influencers are streaming gameplay, sharing custom content and promoting their favorite dairy foods and beverages through personal Instacart links.
This content will reach millions of fans across YouTube, TikTok, Twitch and X (formerly Twitter), driving buzz around both the game and the real dairy behind it.
Instacart Integration
We’re taking our efforts one step further by connecting gameplay to grocery shopping. Players and viewers will be able to click through Instacart to shop for real dairy foods like milk, cheese and yogurt featured in the game.
It’s a direct link from virtual fun to real-world dairy demand.
Fortnite Challenges & Rewards
We’ve also partnered with platforms like FCHQ, which is a platform and community focused on enhancing the Fortnite Creative experience for both players and creators, and Dilly Media. These partnerships offer in-game challenges, V-bucks prizes and branded content that further encourage deep gameplay and reinforce dairy education.
And on our Level Unlocked Discord server, players can compete in challenges, win prizes and connect with others, keeping them engaged even after the first play.
What You Need to Know
We know your time is valuable, and we appreciate your support as we continue this bold new strategy to protect and grow trust in dairy.
Here’s how you can help amplify the impact of Diner Tycoon:
- Play Diner Tycoon yourself—or with your kids or grandkids. You’ll be amazed at how much dairy is part of the story!
- Follow our youth-facing brand, Level Unlocked, on social media.
- Share influencer content or tag us when you share how dairy fuels your table.
- Mention Diner Tycoon to friends, local schools, youth organizations and community members.
Farm Tycoon Set the Stage—Diner Tycoon Brings the Story Home
Farm Tycoon was a landmark success:
- 167,000 plays in 90 days.
- 18 million impressions.
- Over 27 minutes average playtime per session.
- Positive feedback from teachers, players and stakeholders.
But it only told half the story.
Diner Tycoon completes the journey—demonstrating how the milk from your farms becomes a key part of the meals that fuel families. It also gives us an exciting new way to connect with youth on platforms they already trust and enjoy.
And with new tracking and measurement tools in place, we’ll be monitoring gameplay, engagement and even conversions to track impact on real dairy sales.
Looking Ahead: What This Means for the Dairy Community
Diner Tycoon isn’t just a game—it’s part of a larger effort to modernize how the dairy community connects with the next generation of consumers.
Through innovation, creativity and collaboration, we are:
- Building trust with young consumers.
- Increasing awareness about the real faces and facts behind dairy.
- Encouraging nutritious dairy consumption.
- Driving real-world retail sales.
And just as importantly, we’re showcasing that dairy isn’t just part of the past, it’s a vibrant part of the future.
Thank You for Fueling This Work
None of this would be possible without the hardworking dairy farmers across our region. You provide the high-quality foods and beverages that inspire everything we do—from science-backed messaging to real-world meal inspiration.
Your support ensures we can continue pushing boundaries and reaching new audiences. Together, we can continue to level up our game.
Quick Links & Resources
- Play the Game → Use Map Code: 9763-5334-4753
- Watch the Trailer & Get Assets → LevelUnlocked.com/DinerTycoon
- Shop the Instacart Collection → Instacart Dairy Page
- Follow Us Online → @LevelUnlockedgg on TikTok, Twitch, X (formerly Twitter) and YouTube
Let’s continue to bring real nutrition, delicious dairy to the next generation, one gamer at a time.
