GARENA

FREE FIRE

2021 Mobile Game of the Year

At the top of Q3 2020, I was brought into the fold at Lemonade the Agency as Freelance Creative Director, to handle the Garena Free Fire account. Relatively unknown in the US, it is recognized around the world as one of the most popular battle royale mobile games.

In an effort increase U.S. downloads and daily active users, we partnered with Netflix to pull off a social media “Money Heist,” ran several successful paid media campaigns, and produced a popular Free Fire branded magazine show for the gaming community.

Q1 of 2021, Free Fire took the lead across top-grossing mobile battle royale games in the U.S. over popular competitors such as PUGB and Call of Duty.

By Q2 of 2021, Free Fire had a peak of 150 million daily active players. An 87.5% increase from the year prior.