{"id":532864,"date":"2026-01-21T19:45:18","date_gmt":"2026-01-21T19:45:18","guid":{"rendered":"https:\/\/www.europesays.com\/us\/532864\/"},"modified":"2026-01-21T19:45:18","modified_gmt":"2026-01-21T19:45:18","slug":"mrbeast-bets-on-fortune-outside-the-algorithm-and-dallas-is-in-the-mix-dallas-innovates","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/532864\/","title":{"rendered":"MrBeast Bets on Fortune Outside the Algorithm\u2014and Dallas Is in the Mix \u00bb Dallas Innovates"},"content":{"rendered":"

MrBeast, the<\/strong> most-followed creator<\/a> on YouTube, has found a new channel: the fortune cookie.<\/strong><\/p>\n

A campaign tied to \u201cBeast Games Season 2: Strong vs. Smart<\/a>\u201d launched January 13 across the U.S. and Europe, including Dallas\u2013Fort Worth. The MrBeast-created Prime Video reality competition, which premiered January 7, pits 100 \u201cstrong\u201d contestants against 100 \u201csmart\u201d ones for a $5 million prize. Now millions of the slips people read at the end of a meal are carrying messages tied to the show.
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According to an email shared with Dallas Innovates, about a dozen restaurants in the region are participating, though exactly where remains part of the mystery. Most of the fortunes were written for the season, while a limited number\u2014written by MrBeast himself\u2014are mixed in at random.<\/p>\n

Fortune cookies\u2014as media<\/p>\n

The campaign is powered by OpenFortune, a media platform built around the fortune cookie as a physical distribution channel.\u00a0<\/p>\n

\u201cInnovation drives everything we do at Beast Industries,\u201d Jeff Housenbold, president and CEO of Beast Industries, said in announcing the partnership, describing the goal as turning \u201can everyday moment into one of discovery and fun for millions of people.\u201d<\/p>\n

As digital ad costs rise and algorithms constantly change, marketers are eying physical channels as part of the mix.<\/p>\n

\u201cFortune cookies are one of the few moments people still slow down for, read out loud, and share,\u201d said Shawn Porat, co-founder of OpenFortune.<\/p>\n

\u201cWhat MrBeast saw immediately is that this ritual already behaves like a game,\u201d he said. \u201cThere\u2019s anticipation, chance, and meaning built into it. At this scale, it becomes a powerful way to let people experience the show in real life.\u201d<\/p>\n

Dallas\u2013Fort Worth is one of the metro areas where the campaign is live.<\/p>\n

A longer Dallas connection<\/p>\n

There\u2019s also some history here. While Jimmy Donaldson\u2019s rise began in North Carolina, a key phase of his brand expansion ran through Dallas<\/a>, where talent agency Night Media\u2014then based in the city\u2014announced its representation of MrBeast in early 2019. At the time, co-founder Reed Duchscher described Donaldson as \u201ca cornerstone addition<\/a>\u201d to the agency\u2019s talent lineup. The partnership lasted roughly six years<\/a>, with both sides reportedly parting ways in May 2024 on good terms.<\/p>\n

Donaldson hasn\u2019t slowed down. His net worth<\/a> is now estimated at $2.6 billion, and his holding company, Beast Industries, is valued at approximately $5 billion<\/a>. Earlier this month, Bitmine Immersion Technologies announced a $200 million equity investment<\/a> in the company. <\/p>\n

The \u201cBeast Games\u201d series, which broke viewership records in its first season, was renewed by Amazon MGM Studios through Season 3<\/a>. For Season 2, Starbucks signed on as a partner, giving contestants 24\/7 access to coffee and launching a limited-edition \u201cCannon Ball Drink<\/a>\u201c\u2014a tart lemonade with Strawberry A\u00e7a\u00ed and Mango Dragonfruit\u2014for fans on January 14.<\/p>\n

MrBeast is game to experiment\u2014and the fortune cookie campaign fits an empire that now spans screens, shelves, and soon, bookstores. Donaldson is co-writing a thriller<\/a> with James Patterson, set for a 15-language global release in 2026.<\/p>\n

Don\u2019t miss what\u2019s next. Subscribe\u00a0to\u00a0Dallas\u00a0Innovates.<\/p>\n

Track Dallas-Fort Worth\u2019s business and innovation landscape with our curated news in your inbox Tuesday-Thursday.<\/p>\n

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\tR E A D\u00a0\u00a0 N E X T\t<\/p>\n