Justin Bieber to debut exclusive track on Garena's Free Fire game

Online game developer Garena is teaming up with megastar Justin Bieber to celebrate the fifth anniversary of its Free Fire game. As part of the collaboration, Justin Bieber debuting an exclusive track on Free Fire’s first ever in-game performance on 27 August.

The interactive set up allows fans an opportunity to perform with Justin Bieber's avatar on stage. There will also be exclusive content created along with rewards and giveaways.  Free Fire will fire up a series of collaboration events and activities, both in-game and beyond. MARKETING-INTERACTIVE has reached out to Garena for additional information. 

“The tremendous support we have received from our global community of fans and players over the years has made Free Fire what it is today and this celebration is for them,” said Harold Teo, producer of Free Fire, Garena. He explained that the company was excited and humbled to partner with Bieber, whose influence in fashion and music has inspired many worldwide, including its Free Fire community which expresses their own creativity through battling in style.

“I’m excited to partner with Garena Free Fire to have this opportunity to entertain my fans across the globe,” said Bieber. He added that the collaboration with Free Fire has allowed people to explore various dimensions in which his music can be integrated with games. 

Rachel Schlegel, account director of UTA Esports, whose team brokered the deal between Bieber and the agency’s marketing client Garena, said: "Consumers are looking for immersive experiences that converge their passions in a unique, but organic way." While integrations are not new, the sheer scale of unique in-game opportunities with a globally renowned artist is what makes this partnership dynamic, she added. 

Meanwhile, Garena also snapped up South Korean boy band BTS as Free Fire's global ambassador in March. Teo explained then that bringing BTS into the Free Fire universe will offer its players more ways to engage with the game, socialise with the community, and enjoy new experiences.

"BTS is a global phenomenon; their appeal and influence are unrivalled. We are absolutely excited to welcome BTS as our latest brand ambassador, and can not wait to share the collaboration plans we have in place,” he added previously. 

In December 2020, Free Fire also appointed Cristiano Ronald as its global brand ambassador. The partnership sought to build on its strategy to continuously bring exciting content for all users worldwide to enrich, engage, and inspire users to battle in their own styles while having fun along the way. As part of the collaboration, users could play as Cristiano Ronaldo in the game, in a character called Chrono. 

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