MOONTON Games celebrated a double win at The Drum Awards Marketing APAC for its partnership with luxury accessory brand, Fairrie, at the M6 World Championship (M6). Held at the Suntec Singapore Convention & Exhibition Centre, the developer and publisher of Mobile Legends: Bang Bang (MLBB) took home Gold in the Gaming category and Silver in the Partnerships or Collaboration category. The campaign stood out for redefining luxury through gaming culture and seamlessly integrating Fairrie into MLBB esports' flagship international tournament. This recognition underscores MOONTON Games' ability to connect non-endemic brands with gaming and esports through impactful partnerships.
Gaming and esports as a strategic differentiator
Fairrie, a new luxury accessories brand, entered the jewellery market by stepping away from traditional luxury marketing playbooks and partnering with MLBB esports. Recognising the influence of the M Series, MLBB's flagship international tournament, Fairrie launched its brand on a global stage that united the world's top esports teams and millions of highly engaged fans. Fairrie understood that for the youth, gaming is more than play—it functions as a powerful form of self-expression and identity. By aligning with the M6's celebration of achievement and community, the brand brought this ethos to life through wearable symbols of in-game glory.
Ahead of the M6, the sixth edition of the tournament, the partnership launched co-created jewellery lines inspired by popular MLBB heroes and players' in-game achievements. Fairrie's vision to embody gaming excellence came to life at the M6, where the brand awarded the tournament champions and runners-up with medals, rings, and Swiss-made M Series watches. By linking in-game success with tangible accessories, Fairrie positioned itself authentically within the MLBB esports community. The partnership achieved a 6% conversion rate, three times the industry benchmark, demonstrating the strong results non-endemic brands can generate in gaming and esports.
Beyond product launches, Fairrie was prominently featured across broadcast and social media throughout the tournament. At the M6 Carnival, it transformed its retail space into an immersive MLBB experience by integrating products into in-game environments. Leveraging eXtended Reality (XR), the activation invited fans to step into the world of MLBB, enhancing Fairrie's engagement with over 16,000 attendees. The activations generated over USD 14 million in media value and 15 billion impressions, underlining the brand's success in the MLBB ecosystem.
Ringo Lung, Senior Regional Esports Sales Manager at MOONTON Games, said: "Partnerships like these showcase real business value that brands can unlock through MLBB esports. Our M Series tournaments offer more than global visibility. They provide a cultural moment for brands to become part of the fan experience. We're proud to work with partners who believe in the power of MLBB esports and the M Series. Fairrie's success at the M6 demonstrates how diverse, non-endemic brands can connect authentically with the MLBB gaming and esports community. This award is a true celebration of what's possible when passion, innovation, and collaboration come together."
Julius See, Chief Executive Officer of Fairrie, said: "MLBB esports gave Fairrie a platform to tell a new story, one where gaming achievements translate into real-world celebration. As a luxury jewellery brand that crafts pieces with meaningful stories, entering the gaming and esports ecosystem was a bold and exciting move for us. The success we've achieved shows that authentic stories resonate with audiences even across industries. Keep an eye out for our presence at the M7 World Championship!"
Record-breaking viewership cements MLBB's brand value
MLBB was recently named the world's most-watched mobile esports title of 2024 by Esports Charts. The sixth edition of its flagship international tournament, the M6, recorded over 85 million Hours Watched (HW) with over 4.1 million Peak Concurrent Viewers (PCV). The MLBB Professional League (MPL) also made history as the first esports circuit to surpass 1 billion HW, underscoring the title's growing global footprint and fan engagement in esports. MLBB is one of the world's most popular mobile Multiplayer Online Battle Arena (MOBA) games, boasting over 1.5 billion installations and 110 million active monthly users.
The upcoming MLBB Mid Season Cup (MSC) at 2025 Esports World Cup (EWC) will be held in July. At the inaugural EWC, MSC emerged as the multi-title event's most-watched tournament, recording 2.38 million PCV and over 29 million hours HW, according to Esports Charts. Looking ahead, the M7 World Championship is set to take place in Jakarta, Indonesia, in January 2026. MPL Indonesia, the country's local MLBB league, has drawn over 100 million HW for three consecutive seasons, underscoring the game's strong fanbase in the country.
For partnership opportunities, please reach out to partnerships@moonton.com
