‘Uy, Jollibee! echoes across the Land of Dawn in new MLBB collab with Octopus&Whale

For the first time ever and for the first time for a local QSR brand, one of the Philippines’ most loved icons officially enters the Land of Dawn!

“Uy, Jollibee!” is no longer something you’ll just hear inside a Jollibee store. Starting April 22, Filipino gamers now are seeing and celebrating the country’s beloved mascot inside Mobile Legends: Bang Bang itself, through the launch of an exclusive Jollibee Battle Emote! No hacks, no gimmicks – an official and monumental partnership!

More than just a collaboration, this marks a significant next step in a much bigger journey: Jollibee’s serious entry into gaming culture. A milestone that began with their creation of last year’s GAMEJOY – the world’s first universal gamer money, where gamers simply had to eat Jollibee combo meals to earn a new kind of gaming currency that can be spent  across 10,000+ titles on PC, Console and mobile.

This time around, Jollibee’s quest into the gaming platform solidifies with its official partnership with Moonton, developer / publisher of Mobile Legends: Bang Bang, or as avid Filipino fans refer to: MLBB, The Land of Dawn!

With over 113 million monthly active users globally, Mobile Legends: Bang Bang has become far more than a mobile game. It is where millions of Filipinos compete (and win globally as world champions!), connect, celebrate victories, and build communities together every single day. And for a brand as deeply woven into Filipino life as Jollibee, entering that world authentically matters.

The partnership was developed together with Octopus&Whale, the game and experience design agency behind the project, helping shape a collaboration designed not as an interruption to gaming (a default to most brands entering gaming), but as a natural extension of the joy, energy, and community both brands already share with thousands of Filipinos, every day.

Instead of simply placing ads and slapping their logos around games, Jollibee puts collaboration directly into the player experience itself  – allowing fans to express themselves in-game through an exclusive Battle Emote that instantly feels familiar and culturally true.

And while this cute, funny and irreverent Emote may be the first drop, it is only the beginning.

Behind the scenes, much bigger plans are already underway as Jollibee continues exploring how brands can meaningfully exist inside gaming worlds, not as outsiders trying to force relevance, but as genuine participants in the experiences gamers already love.

“This is the first time Jollibee is entering the game, quite literally,” said Dorothy Dee Ching, Head of Marketing at Jollibee. “Gaming is such a huge part of how today’s generation connects and expresses themselves, and we wanted to show up in a way that feels authentic to that experience. The Battle Emote is just the start.”

“For gaming partnerships to work today, brands need to stop treating gaming as ad space and start treating it as culture,” said Joey David Tiempo, Founder and CEO of Octopus&Whale. “Gamers know when brands are only trying to ‘hack’ attention. The goal here was to create something players would genuinely enjoy seeing inside the game because it feels naturally part of their world.”

As gaming continues to become one of the biggest entertainment and social ecosystems in the world, collaborations like Jollibee x MLBB signal a major shift in how brands participate: less interruption, more immersion; less sponsorship, more belonging.

And somewhere in the Land of Dawn, when the Emote appears mid-match, don’t be surprised if somebody suddenly remarks: “Uy, Jollibee!”

Jollibee x MLBB Wow Bida Emote available for free download till May 20 only.

The post ‘Uy, Jollibee! echoes across the Land of Dawn in new MLBB collab with Octopus&Whale appeared first on adobo Magazine Online.