Old Spice is reaching out to millennials with the launch a series of personalized games, according to a report published by The Drum.

Youland, as the game is called, is fronted by Old Spice spokespeople Isaiah Mustafa and Terry Crews. The game taps into the user’s facebook data on sign-in to create bespoke characters based on the player and his friendship circle.

This is the P&G-owned brand’s second foray into gaming, with a Terry Crews-inspired game launched last summer.