From record-breaking viewership to historic championship wins, this edition of the newsletter dives into the history-making Mobile Legends Bang Bang (MLBB) Mid Season Cup (MSC) at 2025 Esports World Cup (EWC). Drawing over 3 million Peak Concurrent Viewers (PCV), MSC at EWC 25 is now the most-watched tournament in the event's history! Beyond the numbers and trophies, MLBB is breaking the mold for gaming and esports. With government support and successful business partnerships, read on to discover how we're shaping the future of competitive gaming and connecting fans around the world.

Top News 📰

MLBB Mid Season Cup etches itself into Esports World Cup history 🔥

History was made at the EWC 25! The MSC became the most-watched EWC tournament, smashing every viewership benchmark. According to Esports Charts, MSC at EWC 25 drew over 3 million PCV, surpassing the previous high of 2.3 million PCV set by MSC 2024.

But records were only half the story. On stage, Team Liquid PH (TLPH) etched their names into MLBB history. In a 4–1 victory over defending champions, Selangor Red Giants OG Esports (SRG.OG), they became the first roster to win every major MLBB title. At the heart of the win was Karl "KarlTzy" Gabriel Dacer Nepomuceno, who completed his long-awaited Career Grand Slam. The "Face of MLBB Esports" has now won both MLBB international titles alongside four MLBB Professional League (MPL) Philippines trophies.

The spotlight also shone on Sanford "Sanford" Marin Vinuya, who clinched the Grand Finals MVP. Sanford's story goes far beyond the trophy. Featured in Amazon Prime's Level Up docuseries, he opened up about the struggles of becoming his family's main breadwinner after his father's stroke. His victory stands as a testament to resilience turned into triumph—showing millions what it means to rise against the odds.

Under the banner One Game, Two Champions, MLBB took center stage at EWC 25 with two international tournaments—MSC and the MLBB Women's Invitational (MWI). Alongside MSC's success, MWI carved out history of its own. According to @Esports Charts, @Team Vitality's Grand Finals victory recorded 468,976 PCV to become 2025's most-viewed women's esports tournament. From being EWC's only women's tournament in 2024, it returned in 2025 bigger than ever. MWI at EWC 25 featured a record 16-team lineup (up from 12) and qualifiers spanning 57 regions (up from 46).

Together, MSC and MWI showcase MOONTON Games' vision for a diverse and inclusive global ecosystem. From grassroots qualifiers to championship stages, MLBB provides athletes from all walks of life with a pathway to compete on the world stage. But beyond the trophies and records, it's the passionate fanbase—millions tuning in and showing up in person—that powers the heartbeat of MLBB Esports. Their passion transforms tournaments into spectacles, elevating MLBB from a competitive title into a cultural force that unites communities worldwide.

Partner Success Story 🤝

MLBB Professional League Cambodia turns connectivity into community with cellcard 🛜

What does it take for a telco to go beyond connectivity and truly shape a country's gaming culture? For cellcard, it meant recognizing how gaming has grown far beyond a hobby. Today, gaming and esports represent passion, community, and career opportunities in a fast-growing industry. Cambodia's leading digital-first telco saw this potential and joined forces with MPL Cambodia for a three-year partnership, sending a clear message: gaming and esports are no longer just entertainment—they are a vital part of the nation's digital future.

Extending beyond traditional marketing, MPL Cambodia gave cellcard a platform to reach the country's most passionate gamers. In Season 8, cellcard introduced MLBB SIM Packs, embedding Diamonds (in-game currency) directly into prepaid SIM packages. This made it effortless for fans to enjoy MLBB while experiencing the power of cellcard's high-speed, low-latency network. By combining everyday products with in-game rewards, the partnership turned connectivity into a high-performance gaming experience for fans. The success was immediate and measurable with over 10,000 SIM Pack add-ons sold. Fans also passionately engaged with cellcard online, exceeding previous campaigns engagement by more than 2,000 times.

Building on the partnership's success, cellcard is extending their efforts into gaming and esports beyond competitive play. At a press conference, the telco revealed that they were exploring future plans to explore further collaboration with the MLBB ecosystem. Kok Leong Yap, Chief Executive Officer for cellcard, said: "Esports in Cambodia has grown tremendously, and we are proud to be part of this journey. As a local brand, we aim to merge MOONTON Games' industry-leading gaming expertise with our digital innovation leadership to help Cambodia and our players shine on the global stage."

Daniel Chew, Head of Esports for Cambodia and Singapore at MOONTON Games, said: "The results we've seen with cellcard showcase how we propel brands forward through MLBB Esports. Our multi-year partnerships give brands the chance to connect with gamers in meaningful ways, turning campaigns into lasting engagement. MLBB Esports is more than just a marketing tool. We've evolved into a long-term platform for brands to grow alongside the passionate MLBB community."

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

Feature Stories 📰

Government officials endorse MLBB Esports as key driver of national growth 💪

From Malaysia to the Philippines, government leaders are recognizing MLBB Esports as a driver of national development and youth empowerment. At a press conference during MSC at EWC 25, YB Adam Adli, Deputy Minister of Youth and Sports Malaysia, highlighted how the game has moved beyond entertainment. Integrated into national programs, MLBB now nurtures talent across coaching, broadcasting, and nutrition, while contributing Malaysia's digital economy. YB Adam noted that the "popularity and accessibility of the game have helped further strengthen the national agenda", reflecting MLBB's contributions through economic value, job creation, and youth empowerment.

In the Philippines, Atty. Erose Marlo C. Laeno, Chief Legal Officer at the Games and Amusements Board (GAB), emphasized MLBB Esports' transformative potential. Official recognition of MLBB as a professional sport has legitimized the industry and inspired youth to pursue careers beyond traditional paths. "The power of esports to change lives… it also encourages the youth to be able to dream and to choose paths for themselves that might not be the traditional path," she shared.

Faisal Bin Homran, Chief Product Officer at the Esports World Cup Foundation, underscored the importance of building a structured development pipeline for esports. With the backing of publishers like MOONTON Games, Saudi Arabia has rolled out collegiate leagues designed to nurture young talent and prepare players for both regional and international competition. Faisal also pointed to MWI as a standout example of inclusion in action. By giving women players a global stage, MOONTON Games not only drives participation but also strengthens the foundation for long-term esports growth.

These developments are more than policy milestones—they are a reflection of MLBB Esports' growing influence in shaping youth opportunities and national agendas. Through tournaments, education programmes, and official partnerships, MLBB is building a global esports ecosystem that spurs social and economic growth for nations.

MOONTON Games glitters Gold at The Marketing Events Awards 2025 ✨

MOONTON Games has done it again, claiming Gold at The Marketing Events Awards 2025! Recognized in the Best Hybrid Event category, its M6 World Championship (M6) campaign showcased MLBB Esports' ability to turn sponsorships into strategic, results-driven campaigns. The M6 was more than a tournament—it was a full-scale fan experience. From over 4.1 million PCV to 85 million Hours Watched, the event combined immersive activations like fan carnivals and in-game integrations to engage over 1.26 billion users worldwide. This marks MOONTON Games' second major industry award this year, reinforcing MLBB Esports as a platform for brands to create meaningful, lasting connections with millions of fans.

Luxury jewelry brand, Fairrie, made its debut at M6, using MLBB Esports to reach a highly engaged audience. Through MLBB-inspired accessories and an Extended Reality (XR) fan experience at the M6 Carnival, Fairrie achieved a 6% conversion rate—three times the industry benchmark. The campaign shows how non-endemic brands can authentically embed into esports culture, turning competitive milestones into real-world impact. Together, MOONTON Games and partners like Fairrie continue to redefine the possibilities of fan engagement, brand storytelling, and measurable success.

Ringo Lung, Senior Regional Esports Sales Manager at MOONTON Games, said: "Winning Gold at this year's event is a huge milestone for us. But more importantly, it reflects the kind of partnership impact that we strive for. We don't just create great games and run world-class events, we build campaigns that help brands speak to players in ways that matter. At MOONTON Games, we're always looking to go beyond traditional sponsorships. We're excited to keep creating meaningful, lasting connections between brands and the MLBB community!"

Upcoming events 🗓️

Look forward to an action-packed 2025!

Key events:

• 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 Esports Business Development Manager - Middle East and North America (MENA) / Europe, Middle East, and Africa (EMEA)

• Overseas Public Relations Manager - Singapore

• Finance Manager - Singapore

• Senior Marketing Manager - Vietnam

• Senior Marketing Manager - Eastern Europe and Central Asia

• Game Marketing Specialist/Senior - 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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