PUBG MOBILE has rolled out its FRIEND FEST event, a hybrid initiative combining in-game activities with offline meetups that runs until February 16. The campaign opened with a coordinated Guinness World Record™ attempt that brought together players from multiple regions, framing the event around the idea of social connection rather than competitive play alone.
On January 25, 392 players participated simultaneously in an attempt to set the record for the Most Pairs Performing a Choreographed Handshake across multiple venues. The effort was officially recognized by Guinness World Records and took place in four public locations: Lapangan Banteng Park in Jakarta, Fişekhane in Istanbul, the Guzeria Youth Center in Cairo, and Fatima Jinnah Park in Islamabad. These sites were selected as accessible civic spaces, emphasizing the game’s reach across different cultures and everyday community settings. While largely symbolic, the record attempt served as a visible starting point for FRIEND FEST and highlighted how mobile games increasingly function as social platforms as much as entertainment products.
Within the game, FRIEND FEST introduces limited-time features designed to encourage cooperative play. Players can visit Bonding Tree checkpoints in Erangel and Livik, where the environment temporarily changes to reflect a Valentine’s Day theme. When enough players gather, the area triggers a short stage performance with visual effects that vary depending on participation. Additional mechanics allow players to collect and gift floral items to teammates, unlocking cosmetic elements such as Floral Veil and Sunflower Cover items for single matches. These additions are lightweight in terms of gameplay impact, but they reinforce shared moments rather than individual progression.
Offline activations form the second half of the event. In select regions across Western Europe, Africa, and Southeast Asia, pop-up FRIEND FEST flower shops are offering free flowers to visitors who show PUBG MOBILE-related content. In Türkiye, a related handshake-themed event combined workshops and photo areas, while in Paris a community river cruise on the Seine brought together players and creators for casual, game-inspired challenges. None of these activities directly affect gameplay, but they reflect a broader industry trend of publishers experimenting with real-world engagement to sustain long-term player communities.
Indonesia is hosting additional in-person experiences through late January and February, including café-based Experience Zones with small tournaments and creative modes, alongside novelty events such as pan-design exchanges and short-format 1v1 matches in a transparent arena at Lapangan Banteng Park.
Alongside FRIEND FEST, PUBG MOBILE continues to reference its existing gameplay management system aimed at younger players. The system, active in several regions since 2019, includes age confirmation, playtime reminders, and mandatory breaks for minors, positioning the game within ongoing discussions about responsible mobile gaming.
FRIEND FEST concludes on February 16, with the game available on iOS and Android. The event does not fundamentally change how PUBG MOBILE plays, but it illustrates how large live-service games are increasingly using social and cultural touchpoints to keep global audiences engaged beyond the screen.
