Jollibee has partnered with Moonton Games’ Mobile Legends: Bang Bang (MLBB) in a collaboration developed by Octopus&Whale, following Jollibee’s earlier GameJoy gaming initiative.
MLBB has 1.48 billion registered users and 113 million monthly active users, according to the release.
The partnership launched with an exclusive Jollibee x MLBB battle emote called ‘Wow Bida.’ Additional activity is planned, moving from mobile screens into Jollibee stores, the release said.
MLBB heroes have appeared at Jollibee stores across the Philippines as part of the campaign. Since June 6, fans have been able to visit the House of Claude at Jollibee Molino Bayanan in Cavite. Jollibee Friendship in Pampanga opened its House of Wanwan location on June 13. The House of Nana is available to fans in Cebu at Leon Kilat starting June 20, and the House of Clint will open at Jollibee MTS Davao by July 5.
“This is the first time Jollibee is stepping into the world of MLBB,” said Pam Reyes, Assistant Vice President for Marketing, Jollibee Philippines.
“By bringing Jollibee into one of the country’s most-loved games, we’re creating new ways for fans to experience and share joy. Through this partnership, we’re bringing the joy of Jollibee into every match, victory, and celebration.”
“For MLBB, this is more than a milestone; it is a celebration of our players and community as the game enters its 10th year. Collaborating with an iconic Filipino brand like Jollibee allows us to bring the Land of Dawn closer to everyday Filipino experiences and further strengthen MLBB’s connection with fans across the country,” said Kevin Acuña, Head of Game Publishing Business Development and Partnership for the Philippines, MOONTON Games.
“This collaboration proves that gaming has moved beyond the screen to become a shared national experience, and having the right strategic partner in Octopus&Whale was vital to making that vision a reality.”
During MLBB’s 10th year, more than 10 million players have used the Jollibee Wow Bida battle emote, which the release describes as a first for MLBB. The release also describes the on-ground Houses of Heroes activations at select Jollibee locations as a first, along with a giveaway of a 700-skin unlock premium account valued at 2 million pesos, which the release describes as the first time such a prize has been offered.
“Gaming has become a powerful part of Filipino culture, and GameJoy is Jollibee’s way of joining that conversation,” said Joey David Tiempo, Founder and CEO, Octopus&Whale.
“We’re excited to see gamers embrace Jollibee not just as a brand they love, but as a part of play itself.”
The agency said the collaboration is intended to go beyond typical industry activations by delivering high-value in-game items alongside Jollibee meals, adding that it “has created a blueprint for how brands can authentically inhabit the gaming world, providing a meaningful reward for the millions who call the Land of Dawn their second home.”
