Mobile Legends: Bang Bang (MLBB), the flagship game title of MOONTON Games, and Jollibee, the largest fast-food chain in the Philippines, officially announce their first and landmark collaboration that connects gaming and dining, two spaces that are deeply embedded in everyday Filipino life.
The partnership commences with the launch of a Jollibee-exclusive MLBB Battle Emote, rolling out today. Inspired by Jollibee's signature joy and expressiveness, the emote introduces a simple but meaningful way for players to bring a piece of a well-loved Filipino brand into the game.
As MLBB marks its 10th year, the partnership reflects how the game has grown alongside its community in the Philippines. What began as a competitive mobile title has become part of how many Filipinos connect, unwind, and spend time together, whether online or in person.
Building on this, the collaboration introduces a series of activations that link gameplay with real-world participation. So stay tuned for the epic reveal of the exciting prizes and surprises this partnership has in store!
Taken together, these elements create a connected experience where moments that usually happen separately, like playing a match or sharing a meal, begin to overlap.
Over the years, MLBB has grown beyond its role as a competitive mobile game to become part of everyday culture in the Philippines. For many players, it is a space to connect with friends, express themselves, and share experiences. Integrating familiar Filipino brands like Jollibee into the game builds on this, allowing gameplay to reflect not just competition, but also the cultural touchpoints that players recognise in their daily lives.
Kevin Acuña, Head of Game Publishing Business Development and Partnership, Philippines, at MOONTON Games, said: "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 neighborhoods 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."
For Jollibee, the collaboration is a way of connecting with its audience in the moments that matter most to them, whether at the table, on their phones, or in the middle of a game.
“This is the first time Jollibee is entering the game,” said Dorothy Ching, Vice President for Marketing of Jollibee Philippines. “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."
As the campaign unfolds, MLBB and Jollibee aim to deliver a connected experience that goes beyond a single touchpoint, bringing together entertainment, community, and brand interaction in a way that is both meaningful and scalable. (PR)
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