💰€115 million in brand value, 85 billion gross impressions, and 32,000 offline audience members. Read on to find out how MOONTON Games and Shikenso Analytics teamed during the M6 World Championship (M6) to maximize partnership impact. This month, we're also celebrating the most inclusive edition of the Mobile Legends: Bang Bang (MLBB) Women's Invitational (MWI) yet!

Partner Success Story 🤝

€115M (~USD 129 million) in brand value: How the M6 was a partnership powerhouse

What happens when 2024's most-watched mobile esports title teams up with a leading analytics partner to transform tournament sponsorship? The result: over €115 million (~USD 129 million) in total brand value generated for partners at the M6.

Ahead of the M6 World Championship MOONTON Games set out to elevate its sponsorship opportunities, maximize tournament value, and unlock new avenues for partner success. Central to this was delivering authentic brand moments supported by data-driven insights. With MLBB esports attracting a growing network of partners, MOONTON Games was determined to accurately measure and showcase the value created with brands aligned to our vision. From gaming giants such as Qiddiya, ASUG ROG, and Secretlab to non-endemic brands like Meiji and Fairrie, all partners benefited from optimized exposure and measurable success throughout the tournament.

By tapping onto Shikenso's industry-leading analytics, MOONTON Games gained real-time visibility into brand performance across 3.4 million partner appearances on livestreams and social media. These insights empowered the team to fine-tune campaign strategies on the fly—leading to €63.4 million (~USD 71.4 million) in brand value generated on streaming platforms and €51.8 million (~USD 58.4 million) through social media exposure. For partners, this was about more than just visibility. It was about building meaningful connections with the audience. With support from Shikenso, MOONTON Games provided clear, transparent reporting that enabled partners to deepen their audience impact across the 85 billion gross impressions throughout the tournament.

Dive deeper into the data and strategies that helped create over €115 million (~USD 129 million) in brand value at the M6 by downloading the free case study here.

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

Top News 📰

History made for women's esports with expanded 16-team lineup for MWI at EWC 2025 👑

Taking place from 15 to 19 July, MWI at EWC 25 will be the tournament's most inclusive edition yet, featuring four additional teams competing for the most prestigious title in MLBB women's esports. A record-breaking 16 teams from 57 regions will take part, expanding the tournament's global reach with new qualifying teams from Africa, Mongolia, and Turkey. With a USD 500,000 prize pool, one of the biggest in women's esports history, MWI at EWC 2025 underscores MOONTON Games' commitment to building an inclusive and empowering esports ecosystem.

Speaking on the significance of the tournament, Ray Ng, Head of Esports Ecosystem at MOONTON Games, said: "At MOONTON Games, we believe that everyone has a place in esports. MWI at EWC 25 is our way of making sure women are seen, heard, and celebrated. The tournament serves as a platform for women to shine at the highest level and opens the door to esports as a viable career path. As we expand the tournament's reach, we're amplifying the voices of women worldwide. This is how we empower women esports athletes—by advancing the women's ecosystem and breaking down barriers."

Feature Stories

MOONTON Games launches global pre-registration for first-ever Gothic Vampire Aesthetic Role-Playing Game (RPG) title 🧛

MOONTON Games has officially launched its global pre-registration for Silver and Blood, a Gothic Vampire Aesthetic Role-Playing Game (RPG) that employs a fast-paced nine-grid turn-based combat system. The game features intricate vampire-inspired character designs, high-quality visuals, and animations, and brings together Animation, Comics, and Games (ACG) enthusiasts around the world. Silver and Blood worked with acclaimed composer Yasunori Nishiki and a stellar voice cast, including Takehito Koyasu, Akari Kito, Mamiko Noto, Takehito Koyasu, and Shinichiro Miki to bring the diverse characters to life.

Cherry Xia, Head of Publishing at MOONTON Games, said, "With the launch of Silver and Blood, we aim to diversify our portfolio of mobile games that our community can enjoy. Silver and Blood is for those who are into gothic-themed RPGs with enthralling stories. The game is meticulously crafted to provide fans with a breathtaking audio-visual experience, made possible through top-notch collaborations."

From grassroots to pro: third-party tournaments thrive within MLBB's esports fanbase

The MLBB esports ecosystem is gaining ground at every level, fueled by impactful third-party tournaments that drive the growing regional fan support. The ESL Snapdragon Pro Series: Mobile Masters 2025 led the way, drawing over 2.7 million Peak Concurrent Viewers during its Grand Finals in Jakarta—making it the most-watched MLBB tournament of the year to date according to Esports Charts. With an average concurrent viewership of 468,387, the event reinforced MLBB's position as a platform that drives both reach and retention, offering partners a powerful gateway to Southeast Asia's passionate and fast-growing gaming audience.

The MLBB x OPPO Smooth Legend Cup also showcased the game's ability to engage communities at the grassroots level. As MLBB's largest cross-regional grassroots tournament to date, it brought together experienced contenders and up-and-coming teams from across Southeast Asia. With 882 participating teams, the tournament not only highlighted emerging talent but also reinforced the value of MLBB as a scalable ecosystem for partners looking to connect with a broad and diverse player base.

Looking ahead, the Galaxy Gaming Academy Campus Series in partnership with Samsung will continue to strengthen the amateur pipeline across Indonesia, Malaysia, Singapore, and the Philippines. Targeted at university students, the series of tournaments offers players a platform to gain competitive experience and pursue future opportunities in esports. With national qualifiers underway and a regional final scheduled for June in Indonesia, the initiative is a key step in MOONTON Games' long-term commitment to building the next generation of esports talent.

New era for MLBB esports—MPL Immortal Cup unveiled 🏆

MOONTON Games has launched the MPL Immortal Cup, the evolution of the iconic MPL trophy, across all seven regional leagues. More than a design update, the MPL Immortal Cup reflects a step forward in reinforcing MOONTON Games' commitment to progress and innovation. The trophy's new design blends legacy and progress—retaining its signature winged motif while sporting fire design elements that reflect MLBB's new logo.

Since its launch in 2017, the MPL has firmly established itself as a pillar of global esports; the MPL Immortal Cup underscores this legacy as an elite, must-watch esports spectacle. The MPL recently became the first esports event series in the world to surpass 1 billion hours of watch time, according to Esports Charts.

Mark your calendars! 📅

Look forward to an action-packed 2025!

Key events:

• Mar to Jun 2025: First half of MPL circuit

• Jul to Aug 2025: MSC at EWC 2025 and MLBB Women's Invitational (MWI) at EWC 2025

• Aug to Nov 2025: Second half of MPL circuit

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

• Jan 2026: M7 World Championship

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:

• Game Marketing Manager – Singapore 🇸🇬

• Senior Finance Manager – Singapore 🇸🇬

• Localization Manager – Indonesian and Southeast Asia (SEA) Languages – Indonesia 🇮🇩

• Senior BD & Marketing Manager, EECA – Belarus 🇧🇾

• Game Marketing Lead, Malaysia – 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.