Manila, Philippines,, May 15, 2025 / Prnewswire / – Jollibee has just made its most daring movement to date – and it all starts with the menu. With the launch of Gamejoy, the beloved fast food brand begins the play arena with an Eat-to-Garn campaign which is as culturally as commercially sharp.
Directed by Game and Brand Experience Design Agency Octopus & Whale, Gamejoy goes beyond a typical brand collaboration-it is a first ecosystem of its kind which unites Jollibee with the Universal E-Wallet Universal Platform and the best game publishers like Garena, Netease and Ourpalm to reward fans for what they already like to do: Play games.
Launched in all Jollibee stores on a national scale, the campaign has Gamejoy credits – a virtual currency won at each purchase of the Gamejoy combo, exchangeable in the Uninpin catalog of more than 10,000 games. Activation returns the traditional “at stake” model, creating a real entry point in the game economy.
“We know that players hate to be interrupted,” said Ferns Yu, Jollibee Philippines PresidentAt GameJoy Con, the brand’s first game agreement. “So, instead of jumping in their games, we opened our doors and invited them to ours – with free pending rewards.”
Défi Octopus & Whale: Create a campaign that honors Jollibee’s heritage while speaking authentically to the community of hyper-connected and hyper-dececering games.
“Unlike stereotype, players are not a monolith; they are as diverse as the games they play,” said Dorothy Dee ChingVP and marketing manager at Jollibee. “So we have created a reward that works through genres, platforms and types of players – something that brings together all types of players and brings together the joy of eating and playing everyone. This is what Jollibee is.”
“This could not be a simple brand partnership,” said Joey David-TempsFounder and CEO of Octopus & Whale. “It is Jollibee – a world Philippine icon. The idea had to be culturally anchored, without friction and playable by anyone, that you are in Call of Duty Mobile, Reveleror Mu origins. If there is one thing on which the Philippins agree, it is because we all eat in Jollibee. So we wondered: what if eating in Jollibee meant that you were already in the game? “”
The result is a campaign that establishes a new reference for the participation of the QSR brand in the game:
What makes GameJoy different?
- IRL playable – Unlike typical activations of the game, Gamejoy begins in the real world with a meal and ends with a value in play. This is the game you can taste.
- Each meal is currency – The more you eat, the more you win. Each GameJoy combo is delivered with a code that unlocks Gamejoy credits – make each meal one more step from your next reward.
- Directed by ecosystem, not intrusive brand – Gamejoy brings together several players in the industry – including Uninpin, Garena, Netease and Ourpalm – in a transparent experience ever seen before in regional brand marketing.
- Relevant locally, worldwide – Born out of the behavior of the Philippin games but designed to develop on the markets.
From the brand’s point of view, Gamejoy leads both pedestrian traffic and cultural capital. From a player’s point of view, he legitimizes fast food as part of the game lifestyle. And from the point of view of the industry, it establishes a precedent.
“A campaign like this raises the entire ecosystem,” said DC Dominguez, Chief of the Uninin PH campaign. “It brings inclusiveness to a fragmented space – something that Jollibee is only well placed.”
The Garena Nicolas Ting game publication producer Added: “It’s more than a campaign; it is a basic movement that brings the game to people – where they are. This is a solid example of the way brands can connect with players not only through announcements or sponsorships, but through experiences deeply rooted in the local culture.”
Jollibee Gamejoy proves that when creativity is culturally adjusted and focused on ecosystems, it can unlock new spaces for brands – not only to present herself, but to belong.
Octopus & Whale is a Stagwell affiliate partner (Nasdaq: STGW).
Contact
Joey Time
Joey.tiempo@octopusandwhale.com
Additional resources:
VIDEO: https://www.youtube.com/watch?v=7eguixxx_M
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Source Stagwell Inc.
