Chex Quest
A non-violent Doom conversion that came in cereal boxes.
Chex Quest is a non-violent first-person shooter video game created in 1996 and released in 1997 by Digital Café. Originally intended as a Chex cereal promotion aimed at children aged 6–9 and up, it is a total conversion of the more explicitly violent video game Doom (specifically The Ultimate Doom version). It is known today for having been the first video game ever to be included as a cereal box prize.
- field
- Video game
- known_for
- First video game included as a cereal box prize; non-violent total conversion of Doom
- release_year
- 1997
- developer
- Digital Café
- publisher
- Ralston Foods (via WatersMolitor promotion agency)
- awards
- Golden EFFIE Award for Advertising Effectiveness (1998); Golden Reggie Award for Promotional Achievement (1998)
Lore & Background
Set on a distant planet named Bazoik, the game follows the Chex Warrior, a soldier clad in a Chex-shaped suit of armor, as he foils the invasion of the planet by the 'Flemoids': a species of slimy, green invertebrates. The Chex Warrior must save captured colonists using devices called 'zorchers', which teleport enemies to their home dimension. The game starts at the landing pad of the research center on Bazoik; other levels include the laboratory, the arboretum, and the caverns of Bazoik. The Flemoids' principal weapon is the use of mucus as a projectile.
Reader's Guide
Chex Quest was produced with a small team of developers on a budget of around $500,000 by the WatersMolitor promotion agency, hired by Ralston Foods to promote the Chex cereal brand. The original game concept was created by Dean Hyers and Mike Koenigs as a non-violent CD-ROM computer game to be released with 5.7 million boxes of Rice Chex, Wheat Chex, and Corn Chex cereals. The game was offered to consumers for free with no increase to the cost of the cereal box. Development differed from traditional video game development in that the basic game engine had already been created; an inexpensive license was obtained from Id Software for the Doom engine, considered obsolete after the release of Quake. Chex Quest won both a Golden EFFIE Award for Advertising Effectiveness and Golden Reggie Award for Promotional Achievement in 1998. In 2019, General Mills re-released Chex Quest, as well as its previously unofficial 2008 sequel, and produced a mini-documentary available on YouTube. The game's cult following has been described as being composed of unusually devoted fans of an advertising vehicle from a bygone age.
Did You Know?
- Chex Quest was the first video game ever to be included as a cereal box prize.
- The game's zorchers were originally intended to look like a classic raygun but were changed to resemble a remote control or Star Trek tricorder due to Ralston's concerns about appearing too violent.
- Early designs for the Chex Warrior had his head and body as one giant Chex piece, but this was changed due to aesthetic similarities to the M&M's animated characters.
- The Flemoids were originally yellow but were changed to green due to limitations in the Doom color palette.
Frequently Asked Questions
What is Chex Quest?
Chex Quest is a family-friendly first-person shooter developed by Digital Café in 1996 and shipped to consumers in 1997. It was created as a promotional tie-in for the Chex cereal brand.
What game is Chex Quest based on?
The title is a total conversion of The Ultimate Doom, with all weapons, enemies, and violent content stripped out and replaced by cereal-themed puzzles and non-threatening challenges.
Why is Chex Quest considered a landmark in advertising?
It is widely recognized as the first video game ever bundled as a free prize inside a cereal box, setting a precedent for brand-sponsored gaming distribution.
What industry awards did Chex Quest receive?
The project took home both a Golden EFFIE Award for Advertising Effectiveness and a Golden Reggie Award for Promotional Achievement, each presented in 1998.
Who was the target audience for Chex Quest?
It was pitched at children roughly six through nine years old and up, with a lighthearted, non-violent design meant to feel safe and fun for young players.
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