If you use Firefox on your phone, Mozilla has a surprise for you. The company announced a partnership with Anschutz Entertainment Group across major Berlin venues, including the Uber Arena, Uber Eats Music Hall, and Uber Platz.

Starting this month, concertgoers and sports fans heading to the Uber Arena can bypass the regular line through a dedicated Firefox Fast Lane. All you need to do is show the Firefox browser installed on your phone at the gate.

If you arrive without the app, Mozilla has placed QR codes right next to the entrance so people can download it on the spot and walk right through. They are even bringing out Kit, the Firefox mascot, to wander around the venues and point people toward the faster entry.

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It’s definitely an unconventional way to promote software, but it fits Mozilla’s recent effort to get noticed beyond computer screens. A few months ago, the company took a similar grassroots approach, putting the Firefox logo on Wrexham AFC’s shirts for the current season.

Mozilla’s CMO, John Solomon, said the move to Berlin is a direct benefit for people who make thoughtful choices about the tech they use.

“People who use Firefox tend to choose things deliberately, their browser, their music, their nights out. This partnership is for them. A first for Firefox. Most browsers want more of your time online. We want you at the show, faster,” Solomon explained, pointing out that Mozilla’s Berlin office sits right across the river from the arena.

This partnership comes hot on the heels of Firefox’s big UI update on the desktop, alongside privacy-minded tools like the Mistral AI-powered Smart Window to help organize tabs. But mobile market share remains notoriously hard to grow when Chrome and Safari come preinstalled on nearly every device sold today.

 
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PiunikaWeb’s Take

Turning casual eventgoers into regular mobile browser users won’t be easy. Most people waiting outside in the cold will gladly scan a QR code to get into a show ten minutes early, but that doesn’t mean they’ll keep using the app after the night is over.

Still, you have to appreciate Mozilla trying something grounded in physical convenience rather than burning cash on digital display ads that everyone scrolls past. Giving people an immediate real-world incentive gets the app onto their home screen, and from there, it comes down to whether the browsing experience is smooth enough to make them stay.

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Dwayne Cubbins
3100 Posts

I cover fast-moving stories across apps, online platforms, and everyday tech — phones, wearables, consoles, and whatever else people are fighting with this week. Bugs, rollouts, scams, policy enforcement, and the occasional internet-culture rabbit hole are all fair game. My goal is simple — make confusing tech news readable. When I'm not working, I'm working out or chilling with my dog. Got a tip? You can find me on X @dcubbins.