Jollibee, MOONTON Games deepen partnership with collectible-led 'GameJoy' activation

Jollibee is doubling down on its appeal to younger, digitally engaged audiences through a new partnership campaign with Mobile Legends: Bang Bang (MLBB), combining food purchases with in-game rewards, collectibles and community-driven experiences.

The nationwide “GameJoy” campaign, launched with game publisher MOONTON Games, reflects how brands are increasingly integrating themselves into everyday gaming rituals rather than relying solely on traditional sponsorships or advertising placements.

The collaboration unfolds in two phases. The first introduced the “WOW BIDA” Battle Emote, a limited-time in-game item redeemable by players. The second phase, which runs from 20 May to 19 August, centres on GameJoy Combos – meal bundles paired with physical hero card collectibles and digital rewards designed to sustain engagement beyond a one-off campaign interaction.

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“With GameJoy Combos, we wanted to create a fun and rewarding experience that brings together great food, gaming and everyday moments of joy,” said Dorothy Ching, vice president of marketing at Jollibee Philippines. “This collaboration allows more people to enjoy Jollibee in a fresh and exciting way, whether they’re gaming, bonding with friends or simply treating themselves.”

This builds on the initial collaboration between MLBB and Jollibee, which was launched as part of MLBB’s 10th anniversary. The partnership is expanding into broader activations that blend gaming and dining to deepen player engagement.

For MLBB, one of the country’s most-played mobile games, the partnership also reinforces the title’s local cultural relevance through rewards and mechanics tailored specifically for Filipino players.

“Filipino players have helped shape MLBB into the cultural phenomenon it is today. With Jollibee, we wanted to create a campaign that genuinely feels local, fun, and rewarding for the community, by combining food, collectibles, and in-game experiences in a way that celebrates how Filipinos enjoy gaming together,” said Kevin Acuña, head of game publishing business development and partnership at MOONTON Games.

Priced at 169 pesos (US$2.74), the GameJoy Combos include handheld menu items such as the Yumburger, Jolly Hotdog, Crunchy Chicken Sandwich and Cheesy Yumburger variants, alongside fries, a drink and Peach Mango Pie. The meal design itself appears tailored to gaming convenience, emphasising portability and mess-free eating during gameplay sessions.

Each combo also includes a GameJoy x MLBB Pack containing a collectible hero card and a PIN-enabled instruction card that unlocks mystery rewards inside the MLBB app. Rewards range from skins, emotes and avatar borders to the campaign’s headline prize: an MLBB All-Skin Unlock.

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