Jollibee enters gaming space with new campaign ‘Gamejoy’

It is now live across all Jollibee stores nationwide.

Jollibee has launched Gamejoy, a campaign that rewards customers with in-game credits for buying meals.

Unveiled across all Jollibee stores in the Philippines, Gamejoy rewards customers with Gamejoy Credits, a new virtual currency earned through the purchase of Gamejoy Combos.

These credits can be redeemed via UniPin, a universal e-wallet platform for gamers, and spent across a catalog of over 10,000 games from major publishers including Garena, NetEase, and OurPalm.

According to Dorothy Dee Ching, Jollibee’s VP and head of marketing, the goal was to build a rewards system that would work across genres and platforms.

Joey David-Tiempo, CEO of Octopus&Whale, said that the campaign had to be more than a typical brand tie-up. “This is Jollibee — a global Filipino icon,” he said. “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.”

Customers earn in-game value by purchasing meals, and each combo comes with a code to unlock Gamejoy Credits.