Jollibee turns gamers into its next power users with Gamejoy

Jollibee has never shied away from being more than a fast-food chain. It's a national symbol, a cultural touchstone, and now — with the launch of its new Gamejoy campaign — a player in the gaming economy.

At first glance, it may seem like just another brand tie-in. But behind the fried chicken and fries is a deeper strategy: a loyalty programme wrapped in digital skin, built on the rituals of modern Filipino life — gaming, mobile payments, and shared meals.

Launched nationwide, Gamejoy reimagines dining at Jollibee as a gateway into a sprawling digital ecosystem. Each Gamejoy Combo meal purchased comes with credits that unlock in-game currency through UniPin, redeemable across over 10,000 titles including hits from Garena, NetEase, and OurPalm.

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"We know gamers hate being interrupted," said Ferns Yu, president of Jollibee Philippines, speaking at the brand's inaugural Gamejoy Con, as quoted in a release. "So instead of jumping into their games, we opened our doors and invited them into ours — with free rewards waiting."

The move was crafted with the help of Octopus&Whale, a game and brand experience agency. The aim is to "create a campaign that honours Jollibee's heritage while speaking authentically to the hyper-connected, hyper-discerning gaming community."

"Contrary to the stereotype, gamers aren't a monolith; they are as diverse as the games they play," said Dorothy Dee Ching, VP and head of marketing at Jollibee. "So we created a reward that works across genres, platforms, and player types — something that brings all types of gamers together and brings the joy of eating and gaming to everyone. That's what Jollibee is all about."

Gamejoy's real innovation lies in its physical-to-digital loop — a reversal of the usual "in-game" activation. It begins not in a virtual realm, but at a cashier counter. It's gaming you can chew.

"This couldn't be just a simple brand partnership," said Joey David-Tiempo, founder and CEO of Octopus&Whale. "This is Jollibee — a global Filipino icon. The idea had to be culturally grounded, frictionless, and playable by anyone, whether you're into Call of Duty Mobile, Eggy Party, or MU Origins. If there's one thing Filipinos agree on, it's that we all eat at Jollibee. So we asked ourselves: what if eating at Jollibee meant you were already in the game?"

By aligning with UniPin's wallet and aggregating multiple publishers, the brand steps out of its own silo and into a role that's more akin to a platform host than a promoter. "A campaign like this uplifts the entire ecosystem," said DC Dominguez, country head of UniPin PH. "It brings inclusivity to a fragmented space — something Jollibee is uniquely positioned to do."

"It's more than a campaign; it's a grassroots movement that brings play to people—wherever they are," added Nicolas Ting, game publishing producer at Garena. "This is a strong example of how brands can connect with gamers not just through ads or sponsorships, but through experiences that are deeply rooted in local culture."

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