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Sunday, December 3, 2023

Garena Free Fire partners with Justin Bieber for its first in-game performance

Justin Bieber has been announced as a partner in Garena’s 5th anniversary celebrations of Free Fire. As part of the celebration, Garena will bring back players’ favorite themed contents, as well as exclusive rewards and giveaways, and a series of in-game events.

“I’m excited to partner with Garena Free Fire to have this opportunity to entertain my fans across the globe,” said Justin Bieber. “This collaboration with Free Fire has allowed us to explore various dimensions in which we can integrate my music with games and I can’t wait for everyone to enjoy what we have worked hard on behind the scenes.”

Free Fire’s in-game performance with Justin Bieber

As part of the 5th anniversary celebrations, Free Fire will host its first-ever in-game performance on August 27. With an interactive set-up, custom emotes, minigames, and the possibility of performing with Justin Bieber’s avatar on stage, players will get to experience Bieber’s world like never before. More details will be released over the coming weeks.

“The tremendous support we have received from our global community of fans and players over the years has made Free Fire what it is today and this celebration is for them,” said Harold Teo, Producer of Free Fire, Garena. “We are excited and humbled to partner with a global icon such as Justin Bieber, whose influence in fashion and music has undoubtedly inspired many worldwide, including our Free Fire community which expresses their own creativity through battling in style. Free Fire’s 5th anniversary celebrations will be the biggest yet and I’m sure the lineup of events we have planned will thrill our fans and players.”

“Consumers are looking for immersive experiences that converge their passions in a unique, but organic way,” said Rachel Schlegel, Account Director of UTA Esports, whose team brokered the deal between Bieber and the agency’s marketing client Garena. “Integrations aren’t new, but the sheer scale of unique in-game opportunities with a globally renowned artist is what makes this partnership so dynamic.”


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