MrBeast Bets on Fortune Outside the Algorithm—and Dallas Is in the Mix » Dallas Innovates

MrBeast, the most-followed creator on YouTube, has found a new channel: the fortune cookie.

A campaign tied to “Beast Games Season 2: Strong vs. Smart” launched January 13 across the U.S. and Europe, including Dallas–Fort Worth. The MrBeast-created Prime Video reality competition, which premiered January 7, pits 100 “strong” contestants against 100 “smart” 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.

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—written by MrBeast himself—are mixed in at random.

Fortune cookies—as media

The campaign is powered by OpenFortune, a media platform built around the fortune cookie as a physical distribution channel. 

“Innovation drives everything we do at Beast Industries,” Jeff Housenbold, president and CEO of Beast Industries, said in announcing the partnership, describing the goal as turning “an everyday moment into one of discovery and fun for millions of people.”

As digital ad costs rise and algorithms constantly change, marketers are eying physical channels as part of the mix.

“Fortune cookies are one of the few moments people still slow down for, read out loud, and share,” said Shawn Porat, co-founder of OpenFortune.

“What MrBeast saw immediately is that this ritual already behaves like a game,” he said. “There’s anticipation, chance, and meaning built into it. At this scale, it becomes a powerful way to let people experience the show in real life.”

Dallas–Fort Worth is one of the metro areas where the campaign is live.

A longer Dallas connection

There’s also some history here. While Jimmy Donaldson’s rise began in North Carolina, a key phase of his brand expansion ran through Dallas, where talent agency Night Media—then based in the city—announced its representation of MrBeast in early 2019. At the time, co-founder Reed Duchscher described Donaldson as “a cornerstone addition” to the agency’s talent lineup. The partnership lasted roughly six years, with both sides reportedly parting ways in May 2024 on good terms.

Donaldson hasn’t slowed down. His net worth is now estimated at $2.6 billion, and his holding company, Beast Industries, is valued at approximately $5 billion. Earlier this month, Bitmine Immersion Technologies announced a $200 million equity investment in the company.

The “Beast Games” series, which broke viewership records in its first season, was renewed by Amazon MGM Studios through Season 3. For Season 2, Starbucks signed on as a partner, giving contestants 24/7 access to coffee and launching a limited-edition “Cannon Ball Drink“—a tart lemonade with Strawberry Açaí and Mango Dragonfruit—for fans on January 14.

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

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