Garena Free Fire
Garena is a leading global publisher of online games and part of Sea Limited. According to Garena, its mobile battle royale Free Fire was the most downloaded mobile game worldwide from 2019 to 2021 and the most downloaded mobile battle royale in 2022 and 2023.
Most Free Fire announcements originated at regional or global level, with little local relevance on arrival. Garena also needed visibility beyond gaming media, in general, business and economy sections, in both French and Arabic.
We tied each release to a news moment, distributed it in French and Arabic, and anchored every story with Tier 1 outlets before relaying it across digital media.
The Challenge
BOXCOM Africa identified three strategic challenges that shaped the PR approach:
From esports tournaments to an anime adaptation, each announcement needed a Moroccan angle to be worth publishing.
Garena needed visibility with general, business and economy readers, not only with the community already following the brand.
French-only distribution would have missed a large share of readers, and Arabic-only would have missed the business audience.
The Strategy
BOXCOM Africa designed a news-led press relations program of five campaigns between February and July 2024.
Each campaign was built around an event journalists wanted to cover: Free Fire's confirmed place at the Esports World Cup in Riyadh (10 to 14 July), the FFMSC MEA 2024 finals, the Garena and Kadokawa anime adaptation, the Eid Royale charity campaign and the launch of Battle of Morocco.
Every press release was written for and distributed to French and Arabic media, so each story reached both press ecosystems.
MAP Business, MAP Finance, Media7 and Al9anat anchored the key announcements, before a wide relay across Tier 2 and Tier 3 digital publications.
The Results
The campaign delivered strong press and digital coverage across every news moment:
Tell us the story, the market and the timing. A senior member of the team will help identify the questions worth answering first.
3 Rue El Jihani, Quartier Racine, Casablanca, Morocco 20250
