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MANILLA, Philippines, May 15, 2025 /PRNewswire/ -- Jollibee has just made its boldest move yet — and it all starts with the menu. With the launch of Gamejoy, the beloved fast-food brand steps into the gaming arena with an eat-to-earn campaign that's as culturally resonant as it is commercially sharp.
Led by game and brand experience design agency Octopus&Whale, Gamejoy goes beyond a typical brand collaboration — it's a first-of-its-kind ecosystem that unites Jollibee with UniPin's universal e-wallet platform and top game publishers like Garena, NetEase, and OurPalm to reward fans for what they already love doing: eating at Jollibee and playing games.
Launched across all Jollibee stores nationwide, the campaign introduces Gamejoy Credits — virtual currency earned with every Gamejoy Combo purchase, redeemable across UniPin's catalog of over 10,000 games. The activation flips the traditional "in-game" model, instead creating a real-world entry point into the gaming economy.
"We know gamers hate being interrupted," said Ferns Yu, Jollibee Philippines President, at Gamejoy Con, the brand's first gaming convention. "So instead of jumping into their games, we opened our doors and invited them into ours — with free rewards waiting."
Octopus&Whale's challenge: Create a campaign that honors 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 & 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."
"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?"
The result is a campaign that sets a new benchmark for QSR-brand participation in gaming:
What makes Gamejoy different?
- Playable IRL – Unlike typical gaming activations, Gamejoy starts in the real world with a meal and ends with in-game value. It's gaming you can taste.
- Every Meal is Currency – The more you eat, the more you earn. Each Gamejoy Combo comes with a code that unlocks Gamejoy Credits — making every meal a step closer to your next in-game reward.
- Ecosystem-Led, Not Brand-Intrusive – Gamejoy brings together multiple industry players — including UniPin, Garena, NetEase, and Ourpalm — in a seamless experience never before seen in regional brand marketing.
- Locally Relevant, Globally Scalable – Born out of Filipino gaming behavior but designed to expand across markets.
From a brand perspective, Gamejoy drives both foot traffic and cultural capital. From a gamer's perspective, it legitimizes fast food as part of the gaming lifestyle. And from an industry standpoint, it sets a precedent.
"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."
Garena's Game Publishing Producer Nicolas Ting added, "It's more than a campaign; it's a grassroots movement that brings play to people—wherever they are. 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."
Jollibee Gamejoy proves that when creativity is culturally tuned and ecosystem-driven, it can unlock new spaces for brands — not just to show up, but to belong.
Octopus&Whale is an affiliate partner of Stagwell (NASDAQ: STGW).
Contact
Joey Tiempo
joey.tiempo@octopusandwhale.com
ADDITIONAL RESOURCES:
VIDEO: https://www.youtube.com/watch?v=7EGuUixxx_M
MANILLA, Philippines, May 15, 2025 /PRNewswire/ -- Jollibee has just made its boldest move yet — and it all starts with the menu. With the launch of Gamejoy, the beloved fast-food brand steps into the gaming arena with an eat-to-earn campaign that's as culturally resonant as it is commercially sharp.
Led by game and brand experience design agency Octopus&Whale, Gamejoy goes beyond a typical brand collaboration — it's a first-of-its-kind ecosystem that unites Jollibee with UniPin's universal e-wallet platform and top game publishers like Garena, NetEase, and OurPalm to reward fans for what they already love doing: eating at Jollibee and playing games.
Launched across all Jollibee stores nationwide, the campaign introduces Gamejoy Credits — virtual currency earned with every Gamejoy Combo purchase, redeemable across UniPin's catalog of over 10,000 games. The activation flips the traditional "in-game" model, instead creating a real-world entry point into the gaming economy.
"We know gamers hate being interrupted," said Ferns Yu, Jollibee Philippines President, at Gamejoy Con, the brand's first gaming convention. "So instead of jumping into their games, we opened our doors and invited them into ours — with free rewards waiting."
Octopus&Whale's challenge: Create a campaign that honors 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 & 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."
"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?"
The result is a campaign that sets a new benchmark for QSR-brand participation in gaming:
What makes Gamejoy different?
- Playable IRL – Unlike typical gaming activations, Gamejoy starts in the real world with a meal and ends with in-game value. It's gaming you can taste.
- Every Meal is Currency – The more you eat, the more you earn. Each Gamejoy Combo comes with a code that unlocks Gamejoy Credits — making every meal a step closer to your next in-game reward.
- Ecosystem-Led, Not Brand-Intrusive – Gamejoy brings together multiple industry players — including UniPin, Garena, NetEase, and Ourpalm — in a seamless experience never before seen in regional brand marketing.
- Locally Relevant, Globally Scalable – Born out of Filipino gaming behavior but designed to expand across markets.
From a brand perspective, Gamejoy drives both foot traffic and cultural capital. From a gamer's perspective, it legitimizes fast food as part of the gaming lifestyle. And from an industry standpoint, it sets a precedent.
"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."
Garena's Game Publishing Producer Nicolas Ting added, "It's more than a campaign; it's a grassroots movement that brings play to people—wherever they are. 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."
Jollibee Gamejoy proves that when creativity is culturally tuned and ecosystem-driven, it can unlock new spaces for brands — not just to show up, but to belong.
Octopus&Whale is an affiliate partner of Stagwell (NASDAQ: STGW).
Contact
Joey Tiempo
joey.tiempo@octopusandwhale.com
ADDITIONAL RESOURCES:
VIDEO: https://www.youtube.com/watch?v=7EGuUixxx_M
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
A Game-Changer for QSR: Jollibee Enters Gaming with Octopus&Whale
A Game-Changer for QSR: Jollibee Enters Gaming with Octopus&Whale
BEIJING, Dec. 31, 2025 /PRNewswire/ -- On December 29, China's Ministry of Natural Resources released a survey report on the coral reef ecosystem of Huangyan Dao. Based on this report, CMG Voice of the South China Sea released the ecological documentary An Unfading Commitment: Why Huangyan Dao Needs Protection.
This latest report, spanning four decades from 1985 to 2025, draws on data from over 60 research voyages, and integrates 16 years of satellite remote sensing data. It shows that the coral reef ecosystem of Huangyan Dao National Nature Reserve is generally in good condition.
The documentary An Unfading Commitment: Why Huangyan Dao Needs Protection presents audiences with the healthy and lush seagrass, as well as the rare and endangered wildlife freely inhabiting the Huangyan Dao National Nature Reserve, such as the Green Turtle, Hawksbill Turtle, and Spotted Eagle Ray. At the same time, the film conveys scientists' concerns: threats represented by the fourth global coral bleaching event are ever present. This survey also identified the presence of a small number of crown of thorns starfish in the waters around Huangyan Dao, and the risk of future outbreaks cannot be ruled out.
Today, more than 2,500 marine protected areas involving coral reefs have been established worldwide. The establishment of Huangyan Dao National Nature Reserve is undoubtedly a solemn commitment made by the Chinese people, in the hope that it will inspire more people to help maintain and enhance the diversity, stability, and sustainability of the coral reef ecosystem of Huangyan Dao.
https://vscs.cri.cn/20251229/d487c6b7-8724-4ad6-bf75-968c8dcac4cc.html
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Release of the Latest Ecological Documentary on Huangyan Dao: An Unfading Commitment: Why Huangyan Dao Needs Protection
