Jollibee teams up with Octopus&Whale to turn fast food into game currency with Gamejoy

Jollibee has just made its boldest move yet — and it begins with what it knows best: 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.

Gamejoy, led by game and brand experience design agency Octopus&Whale, goes far beyond a typical brand collab. It’s a first-of-its-kind ecosystem connecting Jollibee, UniPin’s e-wallet platform, and top 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).