MLBB turns 10 in Malaysia with a 133-hero parade in Kuching

Mobile Legends: Bang Bang (MLBB) brought 133 cosplayers to Kuching for a parade featuring every hero in the game, as the mobile game marked its 10th anniversary in Malaysia with a three-day carnival.

Held at Vivacity Megamall from 9 to 11 October, #Karnival10BersamaMLBB brought together grassroots players, college students, influencers, professional players, casters and cosplayers, with all activities open to the public for free.

The carnival also featured a fan match and meet-and-greet with Selangor Red Giants, an exhibition match between veterans Team Saiyan and Bigetron MY by VIT, and performances by Malaysian artists Ara Johari, Ismail Izzani, SonaOne and Insomniacks.

Don’t miss: Visa and MOONTON Games extend MLBB partnership through 2029

The Kuching carnival is the centrepiece of MLBB's local anniversary celebrations under “ALL IN MLBB”, the game's global 10th anniversary campaign. For Malaysia, the theme was localised as “Segalanya bersama MLBB”, which translates roughly to “all with MLBB”.

The campaign runs beyond the carnival, with activations spanning in-game mini games and skin giveaways, out-of-home placements and community events. These will continue until the end of the year.

Speaking to A+M, Jeffery Chan, publishing lead for business development and campus marketing (Malaysia) at MOONTON Games, said the anniversary campaign was designed to thank the players who have grown alongside the game, rather than focus on acquiring new users.

“We are finally 10, and we want to thank you,” he said.

While the campaign has business deliverables, Chan said its primary focus is engagement, rather than winning new or returning players. The idea is to recognise how MLBB has become part of players’ lives, accompanying them through everyday commutes, traffic jams, good times and bad.

The campaign was developed by MLBB's global team, with the Malaysian team adapting it for the local market around three to four months before execution. This included translating the global anniversary theme into a message that reflects the relationship Malaysian players have built with the game over the past decade.

Taking the celebrations beyond the Klang Valley was another part of that local approach. While many MLBB events take place in the Klang Valley, the team chose Sarawak to reach communities that may not typically have access to such large-scale events.

“We wanted to go into communities that we don’t usually get to reach out to,” said Chan. “We brought the event to them, instead of them having to figure out how to travel.” 

MLBB previously took its seventh anniversary to Sabah, where it found passionate fans.

However, staging the carnival in Kuching presented logistical challenges, from finding a venue accessible to the public to balancing production quality with support for local suppliers and vendors. Of the 133 cosplayers involved, some were brought in through MLBB's global team, while others were hired locally in Sarawak.

Malaysia remains an important market for MLBB, Chan said, with localisation playing a role in sustaining its connection with players. This includes collaborations with local intellectual property and the introduction of Malaysian-inspired hero Badang.

According to MOONTON Games, nearly one in five Malaysians plays MLBB monthly, while the game has recorded more than 90 million cumulative downloads in the country.

From 2026, MLBB Professional League Malaysia has also shifted to a partnership programme, giving eight strategic partners guaranteed slots and greater access to commercialisation opportunities. 

Related articles:  
MLBB, Jollibee team up to bring Filipino culture into gameplay with in-game emote 
MLBB redraws global eSports map as brands follow expanding audience  
Red Bull makes first move into MLBB's M Series as official energy drink partner for M7