MLBB brings back SexBomb Girls’ ‘Get, Get, Aw!’ for a new generation of players

Mobile Legends: Bang Bang (MLBB) is leaning into cultural nostalgia as it launches a new collaboration with Filipino pop group SexBomb Girls, transforming one of the country’s most recognisable dance moments into an interactive in-game experience.

The initiative, part of MLBB’s Summer Break campaign, introduces the “Get, Get, Aw!” Battle Emote – a nod to the group’s signature catchphrase that once dominated early 2000s television and everyday vernacular in the Philippines. Available for free via a limited-time login event from 5 to 19 April, the emote anchors a broader push to convert nostalgia into active player engagement.

At the centre of the campaign is a community milestone challenge targeting 12 million emote claims, positioning the activation as a large-scale participation play rather than a passive brand moment. Tiered rewards and unlockables are designed to drive repeat logins and social sharing, reinforcing MLBB’s community-first mechanics.

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“At MLBB, we’re always looking for ways to make the game feel more meaningful and closer to our players. Partnering with the SexBomb Girls allows us to bring a familiar and well-loved part of Filipino culture into the game in a way that feels fun and authentic. We hope this gives Filipino players a new way to express themselves, while also showing how gaming can bring people, culture, and shared experiences together,” said Jay Wang, head of publishing, Philippines at MOONTON Games.

The campaign features original members Aira Bermudez, Rochelle Pangilinan, and Mhyca Bautista, extending the collaboration beyond in-game assets into content and storytelling.

A reimagined version of the group’s hit track Halukay Ube, infused with MLBB-themed elements, serves as the campaign’s hero content – bridging legacy media formats with platform-native distribution across social channels.

This cross-generational strategy appears deliberate. Much like the SexBomb Girls once shaped mainstream entertainment, MLBB has become embedded in how younger audiences socialise and compete – particularly in Southeast Asia’s mobile-first markets.

Beyond nostalgia, the collaboration also taps into a deeper narrative around longevity and reinvention. Pangilinan highlighted how the partnership challenged assumptions about age and opportunity: “In a way, this is a wake-up call for women – when you think that once you get older, everything stops. That you’re ‘just a mum’… but that’s not true.”

Supporting the campaign are multiple in-game events, including a Free Elite Skin Event and Battle Privilege Event, designed to reward both new and returning players. Additional incentives – from exclusive merchandise to in-game currency – are unlocked as the community progresses toward the participation milestone.

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