Mobile Legends: Bang Bang, Jollibee debut partnership with exclusive in-game emote

Manila, Philippines – Mobile Legends: Bang Bang and Jollibee have announced a collaboration that links gaming and dining experiences in the Philippines, marking the first partnership between the two brands.

The initiative begins with the release of a Jollibee-themed in-game Battle Emote, designed to reflect the brand’s recognisable tone and character. The emote is now available to players, offering a way to incorporate a familiar Filipino brand into gameplay.

The collaboration comes as Mobile Legends: Bang Bang marks its 10th year, highlighting the game’s continued presence in the local market. Over time, the title has evolved from a competitive mobile game into a widely used social platform where players interact and spend leisure time.

The partnership reflects a broader trend of integrating local cultural elements into digital platforms, particularly within gaming communities. By incorporating established consumer brands, developers aim to create experiences that resonate more closely with players’ everyday lives.

Kevin Acuña, Head of Game Publishing Business Development and Partnership, Philippines, at MOONTON Games, said, “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.”

Kevin added, “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.”

On the other hand, Dorothy Ching, Vice President for Marketing of Jollibee Philippines, added, “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.”

Both parties indicated that the campaign will continue to roll out in phases, to combine entertainment, community engagement, and brand interaction across digital and physical touchpoints. Further activations tied to the partnership are expected to be introduced to connect in-game activity with offline engagement.