Garena Expands Free Fire Licensing Ahead of 10th Anniversary

Garena is expanding the global licensing programme for its mobile battle royale game Free Fire as the franchise prepares for its tenth anniversary in 2027.

From October 6 to 8, 2026, Free Fire will exhibit at Brand Licensing Europe 2026 at Booth D190, where it aims to build new partnerships across consumer products, retail, and entertainment.

Since its 2017 launch, the game has steadily broadened its collaborations across entertainment, music, and popular culture.

It has partnered with leading entertainment properties including Netflix’s Squid Game, Spider-Man: Across the Spider-Verse, Devil May Cry, Assassin’s Creed, Venom, Jujutsu Kaisen, and NARUTO SHIPPUDEN, as well as brands such as Lamborghini.

These collaborations have taken a variety of forms, from themed gameplay and music to community and live activations, demonstrating Free Fire’s ability to bring globally recognised intellectual properties to its gamers.

The franchise will take another major step with Free Fire Daybreak, an anime adaptation co-produced by Garena and KADOKAWA that is scheduled to premiere worldwide in Spring 2027.

Set in the futuristic city of New Dawn, the series follows Free Fire characters Kelly, Hayato, and Moco as they uncover the mystery surrounding Horizon Corporation’s “Project Bloom.”

Garena said the production will represent the brand’s biggest entertainment expansion to date and will create new opportunities for licensed products, retail programmes, and promotional collaborations.

Alongside its entertainment initiatives, Free Fire continues to expand its consumer products and brand partnerships across multiple categories.

In food and beverage, a nationwide SNICKERS promotion in Brazil linked product purchases with Free Fire redemption codes and exclusive in-game rewards, while partnerships with Red Bull across Southeast Asia connected the energy drink with Free Fire’s player community through esports and consumer activations.

In consumer electronics, collaborations with Infinix, realme, and nubia have resulted in limited-edition smartphones, co-branded packaging, gaming-performance optimisation, and tournament integrations, helping brands reach gaming audiences across key regional markets.

Free Fire is also growing its presence in toys and collectibles through KAYOU trading cards, with upcoming licensed products spanning collectible figures, plush, action toys, and other play products.

Together, these initiatives demonstrate how partners can connect physical products and retail experiences with Free Fire’s active global player community.

With hundreds of millions of players worldwide and a particularly strong presence across Southeast Asia, Latin America, South Asia, and the Middle East, Free Fire offers brands access to one of the world’s most engaged mobile gaming communities.

As Free Fire approaches its tenth anniversary, Garena is looking to build new relationships with licensing agencies, regional representatives, licensees, manufacturers, distributors, retailers, and promotional partners to further expand the franchise through consumer products, retail experiences, and localised brand activations.

Garena invited potential partners to meet the Free Fire team at Booth D190 during Brand Licensing Expo 2026 or to contact a dedicated email to arrange a meeting.