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Dave & Buster's is an arcade sports bar hybrid filled with games designed to make people feel like a winner. Mother New York’s idea was to express all the winning feelings you get at Dave & Buster's through sound, and make that sound its tagline. The agency sampled winning sounds from arcade games and winning moments inside Dave & Buster's and crafted them into more than 35 unique content pieces across all channels. Each piece triggers one of the many different winning feelings found at Dave & Buster's, rewarding the listener and making them feel like winners.