Mobile Legends: Bang Bang (MLBB) and Jollibee launched their first and groundbreaking collaboration, connecting gaming and food, two staples of Filipino life. More details below on this collab between the flagship MOBA game of Moonton and the largest Philippine-based fast-food chain.
MLBB x Jollibee
A Jollibee-exclusive Battle Emote was launched to kick off the partnership. The WOW BIDA Emote, inspired by Jollibee's joy and personality, lets players bring a staple Filipino brand into the mobile game in a simple but meaningful way.
As Mobile Legends turns 10 in 2026, the collab shows how the game and its community have grown. What started as a competitive mobile game has become a way for Filipinos to relax and socialize online and offline.
Further, the crossover adds real-world activations to gaming. So stay tuned for the announcement of this partnership's spectacular prizes and surprises.
When combined, these elements provide a connected experience where different events like playing a match or eating a meal overlap.
Mobile Legends has evolved from a competitive mobile game into a Filipino staple. Many gamers play it to socialize, share experiences, and express themselves. This is reinforced by including PH-based brands like Jollibee in the game, reflecting both competition and players' daily cultural touchpoints.
The collaboration is a means for Jollibee to connect with its audience at the table, on their mobile phones, or during a game.
Mobile Legends and Jollibee intend to create a meaningful and scalable linked experience that combines community, entertainment, and brand involvement throughout the campaign.
Kevin Acuña, MOONTON Games (PH) head of game publishing business development and partnership, stated:
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.
Dorothy Ching, Jollibee (PH) VP for marketing, shared:
This is the first time Jollibee is entering the game. 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.
I should also add that WOW BIDA is a Philippines-exclusive emote. You can get it for free by logging in for 5 days starting April 22, 2026. – PinoyTechSaga
0 Comments