Jollibee is bringing gaming and fast food together through a new partnership with Mobile Legends: Bang Bang (MLBB), launching a nationwide campaign aimed at Filipino players.
Called GameJoy, the campaign combines Jollibee meal bundles with in-game rewards and collectible items, giving gamers another reason to queue up between matches.
Why it Matters: Mobile gaming continues to be a major part of entertainment in the Philippines, and MLBB remains one of the country’s most played titles. A collaboration like this shows how brands are tapping gaming culture in more direct and localized ways.
The campaign will roll out in two phases. The first phase introduced the limited-time “WOW BIDA” Battle Emote, which lets players use a Jollibee-themed emote during MLBB matches. This redemption period runs until May 20.
The second phase, which officially launches on May 20 and runs until August 19, introduces the GameJoy Combos. These meal bundles are designed for gamers and come with both physical collectibles and digital rewards.
Jollibee says the campaign is meant to create a more engaging experience that combines food, gaming, and rewards for everyday players. MOONTON Games also said the initiative celebrates the strong Filipino MLBB community, from casual users to more competitive rank grinders.
The GameJoy Combos are priced at PHP 169 each and include handheld meal options meant for convenient eating while gaming. Available choices include Yumburger, Jolly Hotdog, Special Cheesy Yumburger, Crunchy Chicken Sandwich, and Original Cheesy Yumburger.
Each combo also comes with regular fries, a regular drink, and a Peach Mango Pie.
Every GameJoy Combo includes a GameJoy x MLBB Pack containing one collectible hero card and an instruction card with a unique PIN. Players can redeem the PIN inside the MLBB app to unlock mystery rewards.
Possible rewards include skins, emotes, fragments, avatar borders, and even the MLBB All-Skin Unlock.
Jollibee appears to be leaning deeper into gaming culture with this latest collaboration, turning a simple meal purchase into a collectible and reward-based experience.
Will this be enough to get more players to complete the full hero card collection?
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