Filipino fast-food chain Jollibee has announced its entry into the gaming sector with the launch of “Gamejoy,” an eat-to-earn campaign.
This initiative represents a significant move for the brand as it seeks to engage with the gaming community through a novel approach.
Spearheaded by game and brand experience design agency Octopus&Whale, Gamejoy establishes an ecosystem that integrates Jollibee with UniPin, a universal e-wallet platform, and prominent game publishers including Garena, NetEase, and OurPalm.
The campaign aims to reward consumers for their existing engagement with Jollibee and various online games.
Jollibee launches eat-to-earn gaming campaign nationwide
The nationwide rollout across all Jollibee stores in the Philippines introduces Gamejoy Credits.
These virtual credits are earned with each purchase of a designated Gamejoy Combo and can be redeemed within UniPin’s extensive catalog of over 10,000 games.
This activation presents a departure from conventional in-game reward systems by establishing a real-world mechanism for entry.
“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.”
“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.”
What is Gamejoy all about?
Gamejoy presents a notable departure from typical gaming activations by implementing a real-world to digital integration. Unlike campaigns that primarily exist within digital environments, Gamejoy initiates user engagement through the tangible act of purchasing a meal at Jollibee. This physical interaction then directly translates into valuable in-game benefits for the consumer.
At the core is a meal-based currency system. Each purchase of a designated Gamejoy Combo includes a unique code that unlocks Gamejoy Credits.
This mechanism directly links consumption at Jollibee with the potential to earn in-game rewards, effectively making each meal a step towards digital value within the gaming ecosystem.
Rooted in an understanding of Filipino gaming culture and consumer preferences, the Gamejoy platform also possesses inherent global scalability. Its foundational framework and mechanics have been developed with the intention of potential adaptation and expansion across various international markets.
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