From gaming to a global festival: Why Mobile Legends: Bang Bang is the next big thing for brands

This post is sponsored by MOONTON Games.

Gaming and esports are no longer a niche – they have become an intersection where youth, gaming, and brands converge. And nowhere is this more evident than in Mobile Legends: Bang Bang (MLBB). As one of the most popular mobile multiplayer online battle arena games worldwide, the title has developed a loyal following with over 1.5 billion installations and 110 million active monthly users.

With 60% of MLBB’s fanbase between the ages of 19 and 32, the game is the core of youth culture. For millions, MLBB is more than just entertainment – it’s a stage for connection and aspiration which has resulted in it becoming a powerful cultural touchpoint for today’s generation.

MLBB esports fans cheering for their teams at the Axiata Arena in Kuala Lumpur.

At the heart of MLBB’s popularity is its esports ecosystem. According to esports Charts, MLBB was 2024’s most-watched mobile esport with 475 million hours watched, the most-watched title in Esports World Cup history, and the first esports circuit to surpass one billion hours watched.

These achievements earned MLBB industry-wide recognition. The title won 'esports Mobile Game of the Year' twice at the esports Awards, as well as 'Most Competitive Game and Live Event of the Year' (M5 World Championship) at the 2024 Mobies.

At the pinnacle lies the M World Championship – better known as the M Series. This annual travelling spectacle began in Malaysia in 2019 and has since lit up Singapore, Indonesia and the Philippines. Each host city brings its own identity to the global stage, demonstrating how MLBB Esports flourishes as a cultural celebration and an international competition.

A standout example of brand success was Fairrie. The Malaysian jewellery brand made its market entry through MLBB Esports and achieved a remarkable 6% conversion rate – three times the industry benchmark.

As a newcomer in a space dominated by legacy names, Fairrie knew it needed to connect with the next generation of consumers. The brand recognised that for youth, gaming is self-expression, identity, and community. That insight shaped its launch strategy: to meet young consumers on the global stage where their passion burns the brightest.

King "K1NGKONG" Perez of champion team, Fnatic ONIC PH, celebrates victory with the Fairrie-produced ring, medal, and trophy.

At the M6 World Championship (M6), the brand unveiled accessories inspired by MLBB heroes (characters) and tournament champions, turning pieces into wearable symbols of victory. By weaving its products into the fan experience, Fairrie's partnership went beyond visibility. The brand connected with a global audience and saw orders extended worldwide which established it as part of the global MLBB community.

Fairrie was not the only brand that tasted success at the M6. From F&B to lifestyle, banking, and government sectors, every partner benefited.

The 2025 M6 recorded 4.2 million peak concurrent viewers and over 85 million hours watched. A detailed case study by sponsorship analytics firm Shikenso Analytics and MOONTON Games revealed that the M6 generated over ~US$135 million in brand value for partners, ~US$74.5 million from streaming platforms, ~US$60.8 million from social media across 85 billion gross impressions, and 170 million hours of brand asset view time. This impact was a glimpse into why the M Series resonates so strongly with fans and brands.

Official partners of the M6 World Championship.

What makes the M Series so powerful is its dual appeal: local, yet truly global. Fans on-site immerse themselves in a celebration of local culture, while millions abroad tune in to be part of the global spectacle.

The M6 was broadcast in 16 languages, tailoring the experience across regions while making every moment feel universal. For partners, this balance of local flavour and global scale creates a unique marketing platform – one that delivers worldwide reach, yet resonates with each community.

Casters showcasing official snack partner, Meiji, across different language streams.

This dual appeal is also reflected in the structure of MLBB Esports itself. The M Series is the pinnacle of MLBB competitiveness, where regional leagues feed onto the international stage.

From the MLBB Professional League (MPL) powerhouses in Indonesia, the Philippines and Malaysia – where millions of fans rally behind their teams – to emerging regions such as Eastern Europe, Central Asia, and Japan, every league carries its local identity while contributing to the global spectacle.

MPL Indonesia alone has demonstrated this momentum, with each of its past four seasons surpassing 100 million hours watched. At the heart of this is the MPL ID Festival, where the finals are reimagined as a five-day celebration of MLBB esports.

Fans fill the city with energy through watch parties, celebrity show matches, parades, cosplay, and appearances by MPL Indonesia stars. This blend of competition and culture highlights the deep engagement MLBB inspires, and the opportunities to connect with a generation that lives the game and the lifestyle around it.

Thousands of MLBB Esports fans pack the Jakarta International Velodrome as the MPL ID Festival comes alive.

Ringo Lung, senior regional esports sales manager at MOONTON Games, said: “What’s special about the M Series is its ability to connect brands with youth on multiple levels. Being a mobile game, MLBB is incredibly accessible since fans can engage anytime and anywhere.

“Locally, we create opportunities for authentic cultural engagement. Across the world, we have unmatched reach through one of the largest gaming and esports ecosystems. It’s this mix of accessibility, local relevance, and global scale that makes MLBB Esports such a powerful space for partners who want to build lasting connections with the next generation of consumers.”

As MLBB continues to expand, the M Series demonstrates how esports is not just a competition. For partners, it serves as a gateway to be a part of a phenomenon that millions experience on their phones and in arenas. As the M7 World Championship approaches in January 2026, the seventh iteration aims to continue this tradition, giving fans – and brands – another front-row seat to the action.

Reach out to work with us: partnerships@moonton.com.