Global – In a surprising blend of gaming and pizza nostalgia, Microsoft introduced a limited-edition Xbox Series X/S controller inspired by Teenage Mutant Ninja Turtles (TMNT) in July 2023. The unique controller features graffiti-style art of the four turtles along with their respective weapons. But the real twist is the attachable diffuser that allows gamers to infuse the controller with a pizza-scented liquid, filling their gaming room with the aroma of a freshly baked New York pizza. In the event that the user tires of the smell, they can remove the diffuser and game scent-free.
The promotion marks the launch of Teenage Mutant Ninja Turtles: Shredder’s Revenge, a highly anticipated 2023 game of the year contender. Xbox is giving fans a chance to win these pizza-scented controllers through a contest by following the Xbox Game Pass Twitter account and retweeting the sweepstakes post.
Xbox’s pizza-scented controller aligns with our Gastro Gaming Market in which we assessed how food and drink brands are turning to gaming to offer tastes, skins and experiences that transcend the screen.
Smell is a powerful sense that helps invoke nostalgic memories and can help people transport themselves outside of their environment. When used well, scent can create longing, which is powerful when marketing products or services