Anitta is the first female celebrity to turn into a playable Free Fire character, using the nickname her fans call her, The Boss. Along with the character, several exclusive in-game items and skins are released. Working with L.A. scene director Christian Breslauer, a new single, Squad, announces the partnership with a music video to portray the Boss' epic arrival in the game. 

With over 2.5M views in less than 24 hours, the video and partnership hit the headlines, exciting pop fans and gamers across Brazil. Anitta’s dance moves in the video became TikTok trends, and the partnership inspired a tournament to promote new female Free Fire players in The Boss’ Cup, broadcast live nationwide on a free-to-air TV channel. Showing that gaming is for everyone and Free Fire’s dedication to inclusivity.