Uber Eats Mexico: Gaming Market Entry

In Mexico, Uber Eats was associated with family meals: familiar, efficient and convenient, but not necessarily part of Gen Z’s gaming culture. The challenge was to make the brand relevant to a highly engaged audience and define its first-ever gaming strategy in the Mexican market. The strategic shift was clear: move from “mom’s delivery app” to a gamer’s snack sidekick. The work treated food as part of the gaming ritual rather than a separate interruption. Its central thought was seamless continuity—helping players stay “AFK from la cocina,” or away from the kitchen, while remaining in the flow of play. As creative and strategy director at Game Code, Felipe Delphorno led the market-entry consultancy and shaped a multi-platform, multi-phase campaign. The portfolio describes a gamer-native platform built around bilingual humor and language such as “AFK from la cocina” and “dream dúo,” supported by Twitch and creator partnerships, PR and cultural activations, in-game collaborations, snack drops, and social-first interactive formats on Instagram Stories and TikTok. The reported impact was qualitative: stronger perception among Gen Z, greater relevance within Mexican gaming culture, and a blueprint for expansion into other Latin American markets. No quantitative performance figures are published for this case.