Burger King launches Free Fire combo, expands presence in Brazil’s eSports universe

The strategy is linked to Burger King's desire to approach a legion of young people, without losing step with the most popular trends among this audience.

With the partnership with Free Fire, the most downloaded mobile game in the world from 2019 to 2021, the network starts talking to a growing group of users who are also attuned to the digital universe.

Burger King's Free Fire combo comes with:

• Booyah Burger, consisting of two grilled meats, diced bacon, creamy cheddar cheese sauce, Furioso sauce and orange bread with paprika and black sesame seeds;
• Chicken Granada, composed of pieces of breaded chicken, crispy and with mild seasoning, in a new format with cheddar-flavored filling;
• Sundae Pisante, vanilla-flavored dough with blueberry-flavored syrup, which “warms up” in the mouth.

In-game rewards

In addition to the themed combo, consumers will also have access to codes to redeem online rewards. When purchasing the complete combo with Sundae Pisante, the chain will provide codes on the order invoice, containing a reward. Items vary, but the network anticipates including items like Angelic Pants and Dino Skin and basic weapon arsenals like grenades.

To redeem the promotional code, the customer must enter Garena's rewards website, login by choosing the same method used in the game itself, enter the "codiguin" and wait for a period of 30 minutes to 24 hours for the items to specials appear in the Free Fire Vault. A message will also be sent to the in-game mailbox.

As of March 1st, Burger King's old restaurant in the city of São Paulo will also receive a store refurb to suit the new theme. The Avenida Paulista unit will have an activation in which consumers will be able to experience immersive experiences that simulate the game's environment.

The Free Fire Phenomenon

Part of the popularity of Free Fire is explained by the democratic aspect of the game. Far from video game consoles, which are extremely sensitive to exchange rate fluctuations in their final price, Free Fire has become an accessible option for young people in search of connection and fun, as it can be downloaded and played for free.

Proof of this is that the popularity of the game is even more popular among Android phones — in the second quarter of 2022, there were more than 80 million downloads on devices with this operating system, according to Sensor Tower. Game matches can also be accessed without an internet connection, that is, there is no consumption of mobile data. The simple and easy-to-use game, even on older devices, brings a wave of loyal and casual players to the Free Fire universe.

In Brazil, one of Garena's key markets, Free Fire even mobilizes tournaments and competition with the right to prizes. The most famous championship is the Brazilian Free Fire League (LBFF), with prizes totaling R$750,000 (US$ 144,000).

Source: Exáme