Dookey Dash
- Brand
- Yuga Labs
- Year
- 2023
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Makemepulse
Objective
Yuga Labs needed to launch the next chapter of the Bored Ape universe without repeating the gas-war scramble of a typical NFT mint. The studio wanted the new pass to reward skill rather than luck, pull existing BAYC/MAYC/BAKC holders into daily play, widen the ecosystem to newcomers buying passes on the secondary market, and give ApeCoin a real in-game use ahead of the Otherside metaverse.
Solution
A player connects a wallet and mints a free Sewer Pass in one of four tiers, set by which Bored Ape NFTs they already hold; the tier adds a percentage bonus to their score. From the game's own domain they drop into a sewer tunnel seen from behind a submersible vehicle, steering left and right to dodge obstacles, smashing through others, and scooping up glowing fragments in five rarity grades. Runs are unlimited and short, each one landing instantly on a live leaderboard, and before any run a player can spend 2 ApeCoin on a ten-minute score booster. The loop repeats for three weeks until the board freezes, cheaters are purged, and passes convert into rewards tied to final rank.
Results
25,525 pass holders ran 7,487,850 total runs across 706,436 hours of play (about 27.7 hours per player on average). The BAYC ecosystem grew 40% during the event. Over 8,000 players spent roughly 425,000 ApeCoin (about $2.2 million) on in-game boosters. The free Sewer Pass mint drove $6 million in secondary sales within hours of opening, and in the 24 hours after the game's announcement, trading volume jumped 124% to $4.2 million for Mutant Ape Yacht Club, 171% to nearly $3.5 million for Bored Ape Yacht Club, and 134% to over $3.3 million for Bored Ape Kennel Club. ApeCoin's price rose more than 11% over the campaign. The winner later sold the single Golden Key prize for 1,000 WETH, about $1.63 million at the time.
- 1
A short animated trailer sets the premise: Jimmy the Monkey tears a hole in space-time inside a high-security bathroom, and the key to a mysterious box is lost in the sewer. Owners of Bored Ape, Mutant Ape, or Bored Ape Kennel Club NFTs mint a free Sewer Pass, with its tier set by which NFTs they hold; players without an ape can buy a pass on the secondary market instead.
- 2
Players open the game in a browser and connect their wallet to confirm they hold a Sewer Pass — no installation or signup required.
- 3
Before a run, players can spend APE tokens on an optional booster pack that temporarily raises the odds of rare fragments, shortens the dash cooldown, and adds a flat bonus to the final score.
- 4
Each run is an endless 3D runner: the player's ape rides a submersible forward through the BAYC sewer tunnel in a retro, PS1-style look, steering left-right and up-down with the mouse as the backdrop scrolls and speed climbs.
- 5
Players steer into glowing fragments to collect them, with each color tier worth more points, and either dodge or smash obstacles along the way, earning points for destroyed barriers. A missed dodge ends the run and shows a game-over screen with the final score.
- 6
The final score combines collected fragments, destroyed obstacles, distance covered, and survival time, multiplied by a bonus percentage tied to the pass's tier. Runs are unlimited for three weeks, only the best single result counts, and a live leaderboard shows each player's standing.
- 7
When the event window closes, the leaderboard freezes while results are validated and cheaters or bot-assisted entries are removed. Players who never beat a zero score get a second chance in a follow-up mode, collecting toads instead of fragments to raise their rank.
- 8
Any player who posted a score above zero converts their Sewer Pass into one of several power-source types, determined by their final rank, while the single top scorer wins a unique Golden Key NFT.
