In October 2026 the editors approved 130 branded games that are now live in the library. Fifteen are campaigns from 2025 and 2026, led by UNO's real-time card race on Roblox, a Max Mara poem you walk through and McDonald's coupons timed to Formula 1 corners. Among the other 115, the oldest date from 1983, the Atari 2600 era.
This is the first edition of a monthly digest. On the second Tuesday of each month we list what the editors approved in the previous month and is now live, with a closer look at the new campaigns. Each entry below comes from its catalogue record and from the agency, brand or press pages we opened; results are given only where a source publishes them, and agency figures are marked as such. The library now holds 1,125 games in all, 448 of them from the 2020s.
Fresh campaigns: what was new in October?
Bridge Clash — UNO (2026)
Agency: Preloaded · Mechanic: Racing & Sports · Platform: Roblox
Mattel wanted UNO to work on Roblox for players of every age, so Preloaded dropped the turns. Teams grab cards and lay them down by colour to build a bridge to the Golden UNO Card, then race it back to base. Wild powers get in the way: a tornado that wrecks bridges, a curse that turns rivals into slow zombies, speed shoes and shields for teammates (Preloaded). It can still be played on Roblox.
Result: 1 million players in the first month, 55% of them female, according to the agency (Preloaded). Roblox's public game data showed 4,751,887 visits on 2 November 2026 (Roblox).
Untamed Heroine — Max Mara (2025)
Agency: Adoratorio Studio · Mechanic: Adventure & Quest · Platform: Web
Max Mara turned its FW25 campaign, built on storms and moors, into a slow browser game for Europe, the US and Asia. A heroine in a long coat crosses three scenes; where the path breaks, the player draws a bridge for her. Each diary page she finds adds a stanza to an eight-stanza poem, voiced in 12 languages, and the walk ends with an invitation to the collection.
Result: More than 270,000 users in the first month, and 54,327 of them, over 20%, went on to the FW25 collection on maxmara.com, according to the studio's entry on Awwwards.
The Golden Zone — McDonald's (2025)
Agency: DDB Colombia, TBWA\Colombia · Mechanic: Racing & Sports · Platform: App
As Formula 1's regional partner in Latin America, McDonald's wanted more from the rights than a logo. On each circuit, a run of corners shaped like the golden arches became the Golden Zone. When the race leader entered it, an app coupon opened for only as long as the car stayed in the zone. It was first rolled out widely at the São Paulo Grand Prix at Interlagos and later extended to other races and Latin American markets (Wirtualne Media, in Polish). It is a second-screen game in its simplest form.
Result: A Silver Lion in Direct and a Bronze Lion in Creative Commerce at Cannes Lions 2026, Wirtualne Media reported. We found no sales figures with a named source.
Neohaven Noodles — National Citizen Service (2025)
Agency: Preloaded · Mechanic: Simulation & Strategy · Platform: Web
To teach 15- to 17-year-olds about money (Preloaded), the UK's National Citizen Service gave them a noodle shop in a near-future city for ten in-game days. Players cook, buy ingredients and settle trouble with customers; when cash runs short, a loan shark offers help, and the debt follows them through the story. The game was co-designed with young people to improve financial literacy, says the UK government's evaluation.
Result: Almost a quarter of a million participants in just over two months, according to the evaluation; its launch added about 280,000 digital experiences, taking the programme's 2023–2025 digital total to 297,872 against a target of 75,000. No research was run with the young people who took part online.
December — Neck Deep (2025)
Agency: Wayward Creative · Mechanic: Arcade & Action · Platform: Web
For the tenth anniversary of the band's song "December", fans sign in with Spotify or Apple Music, or skip, and play an 8-bit runner: an alien on a skateboard rolls down a snowy street, dodging obstacles with three lives while the song plays. Players can add their name to a leaderboard. The game is still online at december.neckdeepuk.com.
Result: Reporting the game's release, SLR Magazine noted the song's biggest streaming day to date, 540.8k plays across its three versions on 1 December, and 48k TikTok creations on 30 November (SLR Magazine). The report does not credit the game for either figure.
Build Your Body — Fitness Park (2026)
Agency: RushBee · Platform: Fortnite
The French gym chain launched a tycoon game in Fortnite on 1 October 2026. One lap takes about 15 minutes: six in-game challenges (sprint, parkour, balance, reflexes), each paired with a real 30-second bodyweight exercise such as a plank or burpees. Coins earned build the player's own Fitness Park club in the game. Streamers run laps in a subathon, and each lap gifts subscriptions to their community; a final at a Paris club is set for January 2027 (J'ai un pote dans la com, in French).
The Cat In The Hat Roblox Takeover — Warner Bros. (2026)
Agency: Sawhorse · Platform: Roblox
Rather than build a new world, Warner Bros. put its film into three Roblox games with more than 7 billion combined visits: Dreamville and two Keyboard Escape obbies. From 19 October to 8 November 2026, around the 6 November release, players could unlock six film items, including a Thing Box, a Glitter Trumpet and a Hat Cannon Launcher (Marketing Dive).
Result: One free item, the Narwhal Backpack, limited to one per player, had been claimed more than 26,800 times out of 30,015 by 2 November, about 89% of the stock, according to the tracker Rolimons.
Karate Kid Training Simulator — Karate Kid (2025)
Agency: Gamefam · Mechanic: Simulation & Strategy · Platform: Roblox
Sony Pictures opened this free, limited-time Roblox game on 2 May 2025, four weeks before Karate Kid: Legends opened in US and Canadian cinemas. Players trained with Daniel LaRusso and Mr. Han on New York streets, a rooftop dojo and Victory Pizza, learned moves, fought other players and completed weekly film quests for avatar items such as a Victory Pizza box backpack (Gamefam). It has ended.
Are You Really Gen Z? — Flipkart (2026)
Agency: McCann · Mechanic: Quiz & Trivia · Platform: Web
For the Big Billion Days sale, Flipkart and McCann India poked fun at people and brands that force Gen Z slang, then sent viewers to AreYouReallyGenZ.com. The site looks like a CAPTCHA, but its three stages test Gen Z culture, fashion, beauty and internet habits; clear all three and Big Billion Days fashion and beauty offers open (Branding in Asia). A quiz as the gate to a sale is a quick format that fits the brief.
Club Days Scratch & Win — Sprinter (2025)
Agency: none credited · Mechanic: Mini-Games · Platform: Web
For its 30th anniversary, the Spanish sports retailer gave Sprinter Club members who shopped during the anniversary month a scratch card game they could play once a day. Prizes included €150 vouchers and packs of sports gear; new members got 10% off a first purchase and existing ones bonus points (Easypromos).
Result: Over €3,000 in prizes were given out, says the platform's case study (Easypromos).
Toca Boca World — Netflix (2026)
Agency: none credited (Spin Master's Toca Boca) · Platform: App
From 27 October 2026, Netflix's KPop Demon Hunters moved into a sandbox game that, its publisher says, has close to 60 million players. Players dress their characters in HUNTR/X and Saja Boys outfits, everyday or stage looks, and for a limited time play four songs from the film, including "Golden" and "Soda Pop", as the soundtrack to their own stories (Spin Master via Yahoo Finance).
Also new from 2025 and 2026: Ali G's Drive City quest in Fortnite, WWE's Search For Cena in Clash of Clans, the Monopoly GO! Monster Mash season (covered in our Halloween brand games) and the Dodgers' VR Real Data Baseball in Tokyo.
| Game | Brand | Year | What it did | Result |
|---|---|---|---|---|
| Bridge Clash | UNO | 2026 | Real-time card race on Roblox | 1 million players in month one (agency) |
| Untamed Heroine | Max Mara | 2025 | Poem game for a collection | 54,327 went on to the collection (studio) |
| The Golden Zone | McDonald's | 2025 | F1 corners unlock app coupons | Silver and Bronze Lions, 2026 |
| Neohaven Noodles | National Citizen Service | 2025 | Money lessons in a noodle shop | Almost a quarter of a million participants |
| Club Days Scratch & Win | Sprinter | 2025 | Daily scratch card for members | Over €3,000 in prizes given |
| The Cat In The Hat | Warner Bros. | 2026 | Film items in three Roblox games | Over 26,800 free backpacks claimed |
From the archive: which older games joined?
Sixteen of October's additions date from before 2000. The classic advergames collection, now 27 games, gathers the canon, and our advergames history puts it in order. A selection from October:
Cartridges and arcades, 1983–1984
- Chase The Chuck Wagon, Purina (1983): an Atari 2600 maze where Chuck the dog runs for the chuck wagon past a dog-catcher.
- Kool-Aid Man, Kool-Aid (1983): an Atari 2600 cartridge you got by mailing in 125 proof-of-purchase points, or 30 points plus $10.
- Tapper, Budweiser (1984): Bally Midway's bar game, sliding full mugs down four lanes to thirsty patrons.
Mascots on consoles and PCs, 1989–1999
- Avoid The Noid, Domino's (1989): a delivery driver carries a pizza up a high-rise full of Noids.
- Yo! Noid, Domino's (1990): Capcom's platformer sends the Noid with his yo-yo through 14 cartoon versions of New York.
- Global Gladiators, McDonald's (1992): Mick or Mack blast slime through four worlds.
- Cool Spot, 7 Up (1993): the red spot in sunglasses fires soda bubbles across a beach and a toy store.
- Chex Quest, Chex (1997): a first-person shooter built on Doom's engine, on a CD-ROM in cereal boxes.
- Moorhuhn, Johnnie Walker (1998): shooting cartoon moorhens on a Scottish moor.
- Pepsiman, Pepsi (1999): the mascot sprints through streets that never stop (our story).
Downloads and discs, 2002–2010
- America's Army, U.S. Army (2002): basic training first, then squad missions online.
- Sneak King, Burger King (2006): the King creeps up on hungry passers-by to hand them food.
- Crash Course, Doritos (2010): obstacle runs as your own Xbox avatar.
Worlds inside other games, 2020–2024
- The Uncensored Library, Reporters Without Borders (2020): a domed library on a Minecraft server.
- Lewisham X Fortnite, Landsec (2024): teams race through a future town centre on a Fortnite island.
Where to find them
Browse the whole library, newest first, on the games page. The classic advergames collection holds the older canon, and still playable gathers games you can still open today. For more Roblox launches like the Warner Bros. and Karate Kid entries, see brands on Roblox.
FAQ
How often does the library add new games?
The catalogue grows through the month, and this digest sums it up. It appears on the second Tuesday and lists the games the editors approved in the month before that are now live. October 2026 brought 130: 15 campaigns from 2025 and 2026 and 115 other games, the oldest from 1983.
What makes a game eligible for the library?
A brand commissioned it for a marketing task, and the player does something that changes the outcome. That includes light formats such as Sprinter's daily scratch card or Flipkart's slang quiz, as well as larger worlds like Bridge Clash on Roblox. Filters, configurators and videos without player action are left out.
Can I still play the games added in October?
Some of them. Bridge Clash is live on Roblox and December still runs in the browser. Others have ended, including Karate Kid Training Simulator and Neohaven Noodles; each game page says whether it can still be played.
Made a game that belongs in next month's list? Send it to us.