{"id":23760,"date":"2025-05-15T07:41:41","date_gmt":"2025-05-15T00:41:41","guid":{"rendered":"https:\/\/thaipropertynews.com\/feeds\/?p=23760"},"modified":"2025-05-15T07:41:41","modified_gmt":"2025-05-15T00:41:41","slug":"a-game-changer-for-qsr-jollibee-enters-gaming-with-octopuswhale","status":"publish","type":"post","link":"https:\/\/thaipropertynews.com\/feeds\/?p=23760","title":{"rendered":"A Game-Changer for QSR: Jollibee Enters Gaming with Octopus&Whale"},"content":{"rendered":"\n\n\n
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MANILLA,\u00a0Philippines<\/span>, May 15, 2025<\/span><\/span> \/PRNewswire\/ — Jollibee has just made its boldest move yet \u2014 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.<\/p>\n

Led by game and brand experience design agency Octopus&Whale, Gamejoy goes beyond a typical brand collaboration \u2014 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.<\/p>\n

Launched across all Jollibee stores nationwide, the campaign introduces Gamejoy Credits \u2014 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.<\/p>\n

“We know gamers hate being interrupted,” said Ferns Yu, Jollibee Philippines President<\/b>, 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 \u2014 with free rewards waiting.”<\/p>\n

Octopus&Whale’s challenge: Create a campaign that honors Jollibee’s heritage while speaking authentically to the hyper-connected, hyper-discerning gaming community.<\/p>\n

“Contrary to the stereotype, gamers aren’t a monolith; they are as diverse as the games they play,” said Dorothy Dee Ching<\/span>, VP & Head of Marketing at Jollibee<\/b>. “So we created a reward that works across genres, platforms, and player types \u2014 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.”<\/p>\n

“This couldn’t be just a simple brand partnership,” said Joey David-Tiempo<\/span>, Founder and CEO of Octopus&Whale<\/b>. “This is Jollibee \u2014 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<\/span>, 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?”<\/p>\n

The result is a campaign that sets a new benchmark for\u00a0QSR-brand participation in gaming:<\/p>\n

What makes Gamejoy different?<\/p>\n