From brand activations to IP-driven blockbusters, this newsletter edition breaks down how MOONTON Games turned campaigns into real-world wins. Learn how Mobile Legends: Bang Bang (MLBB) launched its largest IP collaboration ever with NARUTO. Leveraging localized, on-ground campaigns, we created a powerful connection with fans that translated into real-world engagement. Plus, check out how we launched an award-winning jewelry partnership with Fairrie. The results? A 6% conversion rate (3 times the industry benchmark), USD 14 million in media value, 15 million impressions, and over 16,000 booth visitors.

Top News 📰

Mobile Legends: Bang Bang brings NARUTO collaboration to life 🥷

The MLBB x NARUTO collaboration featured the game's biggest content drop in history. The landmark collaboration brought one of the most celebrated anime series into the Land of Dawn in the form of exclusive hero skins, a limited-time map and game interface, and plenty of in-game rewards. Beyond the game, the campaign extended into the real world with on-ground activations that brought the MLBB x NARUTO universe to life for fans.

In the Philippines, MOONTON Games brought MLBB x NARUTO to life beyond the screen—transforming malls, subways, and conventions into real-life ninja adventures. Fans stepped into the Hidden Leaf Village through five immersive subway pop-ups and five major offline events, including Naruto-style ramen stalls, and anime-themed booths. Over 3 million commuters encountered MLBB x NARUTO takeovers across 20 train stations, while 50,000+ fans walked away with exclusive merchandise. Cosplayers brought beloved characters to life, while blind box trading turned malls into bustling ninja hubs. From ramen to rare collectibles, the campaign delivered a fantastic summer holiday where the MLBB universe collided with iconic NARUTO nostalgia.

In Malaysia, the MLBB x NARUTO collaboration transformed the Pavilion Bukit Jalil mall into a real-world ninja battleground. Fans took on a five-stage mission challenge, collecting stamps along their ninja journey, to redeem exclusive merchandise. Meanwhile, 30 cosplayers charged through the mall in a full-scale Naruto Run parade, recreating the iconic Shadow Clone Jutsu. From trivia challenges, to jutsu hand seals, and influencer show matches, the NARUTO Duel Arena offered fans a gateway into both worlds. Over 1,500 participants completed mission cards to claim rewards, while specially designed merchandise like tote bags and luggage tags combined local Malaysian style with NARUTO themes. This event was more than just a gathering—it was a celebration of anime culture and MLBB's commitment to bringing in-game experiences to life.

Partner Success Story 🤝

Award-winning partnership: Fairrie x M6 World Championship take home Gold and Silver

What happens when a luxury accessory brand trades the fashion runway for the global esports stage? For Fairrie, a new jewelry brand, it meant achieving a conversion rate three times higher than the industry average. For the brand, success meant rewriting the rules—building trust not through heritage, but by championing a culture where identity and achievement go hand-in-hand. The Fairrie x M6 partnership was recently recognized at The Drum Awards Marketing APAC, earning Gold in the Gaming category and Silver in Partnerships or Collaboration. The campaign redefined how non-endemic brands can embed authentically into esports—blending luxury with gaming culture to create real business impact.

The campaign delivered outstanding results—over USD 14 million in media value, 15 billion impressions, and a 6% conversion rate (three times the industry benchmark for retail jewelry). How did Fairrie achieve this? Launching in a market dominated by legacy names, Fairrie saw an opportunity in mobile gaming. Instead of following traditional luxury playbooks, the brand chose the sixth edition of MLBB's flagship international tournament as its launchpad. The mission was to turn gaming milestones into real-world moments of celebration for a passionate gaming audience. That vision came to life at M6, where Fairrie awarded the champions and runners-up with custom medals, rings, and Swiss-made watches, turning competitive triumphs into symbols of real-world prestige. Fairrie brought its story to life across every part of the tournament. Broadcast features, social media content, and on-air product placements built brand visibility. At the M6 Carnival, Fairrie's Extended Reality (XR) pop-up recreated the world of MLBB, drawing over 16,000 attendees into an immersive retail experience.

The campaign proved that gaming is more than entertainment—it's a platform that merges fan identity, storytelling, and commerce. By meeting gamers where they were, Fairrie turned esports into a credible brand launchpad and demonstrated how engaging a passionate community drives business results. With MLBB recently named the world's most-watched mobile esports title of 2024, MLBB Esports has grown into a valuable platform for brands seeking authentic audience engagement. The M6 World Championship alone recorded over 85 million Hours Watched (HW) and more than 4.1 million Peak Concurrent Viewers (PCV). Fairrie's journey is a case in point, with the right partnership and a fan-first mindset, even luxury can find a new home in esports.

Want in on the MLBB esports action? Get in touch with us today!

Feature Stories 📰

Governments across Southeast Asia rally behind the power of MLBB Esports 💪

In Southeast Asia, MLBB Esports has drawn increasing government support as national leaders recognise its potential beyond gaming. From Indonesia, to the Philippines, and Malaysia, local MLBB Professional Leagues (MPL) are increasingly seen as platforms for governments to engage with the youth, drive tourism, and champion digital innovation.

MPL Indonesia: A nation behind its champions

Minister of Youth and Sports, Ario Bimo Nandito Ariotedjo, attended the MPL Indonesia Season 15 Grand Finals, where he wished the country's representatives success ahead of the MLBB Mid Season Cup (MSC) at the 2025 Esports World Cup (EWC). His presence underscored the government's recognition of esports as a powerful force for youth development and digital innovation. Reflecting on the Grand Finals, he said: "The atmosphere and energy from the crowd were exactly what you'd expect from our local fans. The Velodrome was packed, and the outdoor area was so full they had to set up a giant LED screen for the watch party. It felt just like watching a basketball, football, or badminton final." This record-breaking energy was reflected in the viewership numbers. The MPL Indonesia Season 15 Grand Finals became the most-watched esports event of 2025, with the seven-game series drawing over 4.1 million PCV—the highest in MPL Indonesia history.

MPL Philippines: MLBB Esports as a tourism driver

The Department of Tourism's Sports Director, Roberto Alabado III, showed his support for MLBB Esports by attending the MPL Philippines Season 15 Playoffs. During the Grand Finals, he highlighted how the M5 World Championship gave the Philippines the chance to host international tournaments, elevating the country's status within the global esports community. Alabado also shared MPL Philippines' impact in uplifting local tourism as fans from across the nation travel to support their favourite teams during the season. The growing momentum behind MPL Philippines was reflected in Season 15's record-breaking 1.8 million PCV—highlighting the league's expanding influence and nationwide appeal.

MPL Malaysia: National leader rallies investment support for MLBB Esports

Malaysia's Deputy Minister of Youth and Sports, YB Adam Adli, made an appearance at the MPL Malaysia Season 15 Grand Finals to send off the local MSC and MWI at EWC 25 representatives. YB Adam highlighted the unifying power of esport as he reflected on MSC 2024, where Selangor Red Giants OG Esports secured Malaysia's first major MLBB esports championship. He said: "It is truly remarkable to witness how MLBB has united Malaysia through esports. This year, I want Malaysians to rally behind our teams as they represent us on the world stage." YB Adam also rallied for increased corporate involvement in Malaysia's esports scene, noting the impact such investment has on the financial, social, and economic sectors. He added: "Together, we can build a sustainable ecosystem that benefits our youth, our digital economy, and Malaysia's standing as a global esports powerhouse."

Upcoming events 🗓️

Look forward to an action-packed 2025!

Key events:

• Jul to Aug 2025: MSC and MWI EWC 25

• Aug to Nov 2025: Second half of MPL circuit

• Dec 2025: 33rd Southeast Asian (SEA) Games

• Jan 2026: M7 World Championship

Get in touch

We're hiring – apply to be part of our dynamic team!

MOONTON Games is always on the lookout for driven and skilled individuals. Embark on a journey within our expanding family, and let's explore the future of gaming together!

Key openings below:

• Senior Finance Manager — Singapore 🇸🇬

• Game Marketing Manager — Singapore 🇸🇬

• Game Publishing Marketing Manager — Malaysia 🇲🇾

• Senior BD and Marketing Manager — Eastern Europe and Central Asia

• Game Marketing Lead — Malaysia 🇲🇾

📧 Interested in getting in touch? Here's how to work with us:

Whether you're curious about how we can work with each other or our plans down the line, we'd love to hear from you!

Reach out via our email address to get connected with MOONTON Games.

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