MLBB, Jollibee team up to bring Filipino culture into gameplay with in-game emote

Mobile Legends: Bang Bang (MLBB) and Jollibee have announced a landmark collaboration that brings together gaming and dining – two pillars of everyday Filipino life – starting with the launch of an exclusive in-game emote.

The partnership, the first between the two brands, introduces a Jollibee-themed MLBB Battle Emote, rolling out on 23 April. Inspired by the fast-food chain’s signature joy and expressiveness, the emote allows players to incorporate a recognisable piece of Filipino culture directly into gameplay.

The move comes as MLBB marks its 10th anniversary, underscoring how the title has evolved from a competitive mobile game into a broader social platform for connection and shared experiences in the Philippines.

Don't miss: MLBB brings back SexBomb Girls’ ‘Get, Get, Aw!’ for a new generation of players

Beyond the initial emote launch, the collaboration will expand into a series of activations designed to bridge digital gameplay with real-world engagement. While details remain under wraps, both brands signalled upcoming rewards and experiences aimed at deepening participation across platforms.

Over time, MLBB has embedded itself into Filipino daily life as more than just entertainment. For many, it serves as a social layer – connecting friends, enabling self-expression, and fostering community. Integrating a household name such as Jollibee builds on this positioning, bringing familiar cultural cues into the gaming environment.

Kevin Acuña, head of game publishing business development and partnership, Philippines, at MOONTON Games, framed the collaboration as a natural alignment of values.

“We feel a deep, personal connection to Jollibee’s warmth and spirit, an icon that sparks smiles, family hugs, and the comfort of home, whether you’re in Manila or thousands of miles away. Jollibee’s celebration of togetherness mirrors what we strive for in Mobile Legends: Bang Bang – moments of joy, friendship, and fierce pride shared across living rooms. We pour our hearts into crafting thrilling experiences that bring generations and neighbourhoods together, and partnering with Jollibee lets us amplify that Pinoy pride to the world: a taste of home on every table, and Filipino MLBB gamers,” Acuña said.

For Jollibee, the collaboration represents an entry into gaming as a channel to meet consumers within their existing habits and behaviours.

“This is the first time Jollibee is entering the game. Through our partnership with Mobile Legends: Bang Bang, Jollibee is now present in the gaming space where players already spend their time, adding more moments of joy, connection, and celebration while they play,” said Dorothy Ching, vice president for marketing at Jollibee Philippines.

As the campaign develops, both brands are positioning the partnership as more than a one-off activation. Instead, it signals a broader strategy to integrate entertainment, community, and brand interaction into a scalable platform.

With MLBB’s global footprint – spanning more than 1.5 billion downloads and 110 million monthly active users – the collaboration also presents an opportunity to export Filipino cultural touchpoints to a wider audience, anchored in familiar, everyday experiences.

Further details on upcoming activations are expected to be released via MLBB’s official channels.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

Related articles:
How Visa's M7 play signals a broader rethink of eSports as a serious brand channel
MLBB redraws global eSports map as brands follow expanding audience
Red Bull makes first move into MLBB's M Series as official energy drink partner for M7