MOONTON Games claimed top honours at The Marketing Events Awards 2025! The team took home the Gold award for its standout campaign at the M6 World Championship (M6). Recognised in the Best Hybrid Event category, the win affirms Mobile Legends: Bang Bang (MLBB) Esports as the leading platform for brand impact in gaming and esports. The recognition at year's awards highlights how MOONTON Games turns sponsorships into strategic wins through results-driven campaigns.
MOONTON Games is the developer and publisher of MLBB—one of the world's most popular mobile Multiplayer Online Battle Arena (MOBA) games. In 2024, the title became the world's most-watched mobile esport of the year, according to Esports Charts. Recording over 475 million Hours Watched (HW), this milestone reinforced MLBB's position at the forefront of gaming and esports. But beyond the viewership, MLBB has evolved into a platform where brands engage fans through meaningful, immersive campaigns that leave a lasting impact.
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!"
Turning esports into a brand-building powerhouse
Held in Kuala Lumpur, Malaysia, the tournament was the centrepiece of the Gold award. Recording over 4.12 million Peak Concurrent Viewers (PCV) and 85 million HW, the M6 closed out the year to cement MLBB as the world's most-watched mobile esports title of 2024!
More than a tournament, the M6 became a launchpad for immersive brand storytelling. At the heart of the fan experience was the M6 Carnival, MLBB's first-ever fan festival. The carnival welcomed more than 16,000 attendees into a vibrant extension of the game. From meet-and-greets to branded activations, every moment was designed to be immersive, emotional, and shareable. The M6 Opening Ceremony presented by Qiddiyaturned the Grand Finals into a cultural spectacle. It transformed the iconic Axiata Arena into an audiovisual experience, showcasing how esports can elevate branded storytelling on a global scale. MOONTON Games brought the game to life—demonstrating how strategic esports partnerships resonate beyond the digital realm.
Online, the campaign engaged over 1.26 billion users though in-game integrations, social media, and streaming platforms. A gamified leaderboard fuelled co-streaming efforts that drove over 17 million HW. This boosted creator engagement and drove an unprecedented surge in fan interaction. Complementing this, the Qiddiya Play of the Day campaign turned fans into creators by inviting them to share their favourite tournament moments. Exclusive in-game rewards further amplified participation by gamifying fan interaction and strengthening community involvement. Altogether, these initiatives delivered breakthrough engagement to position MLBB Esports as a direct marketing line to millions of players.
Fairrie's breakthrough with MLBB Esports
Fairrie's bold debut through gaming and esports broke the mould of traditional jewellery marketing by choosing esports as its launchpad. Debuting at MLBB's flagship international tournament, Fairrie aligned itself with a community built on glory and identity.
At the M6, Fairrie unveiled exclusive jewellery lines inspired by MLBB heroes and tournament champions. These pieces became more than accessories; they were wearable symbols of victory for the MLBB community. The M6 Champions Series—featuring medals, rings, and watches—was awarded to the winning team which anchored Fairrie at the pinnacle of MLBB Esports. The successful partnership achieved a 6% conversion rate—three times the industry benchmark—marking a standout market entry for Fairrie.
Fairrie's presence extended beyond jewellery and awards. At the M6 Carnival, the brand brought extended reality (XR) to life with a hybrid retail experience. The immersive booth transformed luxury retail into an interactive destination within the MLBB universe. Fairrie's visibility soared beyond the jewellery case with the campaign generating over 15 billion impressions and USD 14 million in media value, according to Shikenso Analytics. This success illustrates how MLBB Esports offers non-endemic brands more than just exposure. It sets them up for a lasting legacy with a passionate global fanbase.
Julius See, Chief Executive Officer of Fairrie, said: "Being a part of the M6 allowed us to connect with a player base that values stories of triumph and identity—values at the core of our jewellery and Swiss watches. This partnership was a strategic move to launch Fairrie where passion and storytelling resonate deeply. It was a bold move for a jewellery brand, but the response has been incredible! The audience connects with us because we speak their language. Through the M6, we've been able to introduce Fairrie in a way that brings our vision to life."
Powering growth through strategic partnerships
MOONTON Games' partnership-first approach continues to set it apart in esports marketing. This commitment was also recognised at The Drum Awards Marketing APAC, where MOONTON Games took home Gold (Gaming) and Silver (Partnerships or Collaborations). By going beyond traditional sponsorships, MOONTON Games empowers non-endemic partners like Fairrie to leave a lasting mark in gaming and esports. Through culture, competition, and creativity, these collaborations spark authentic connections that resonate with fans worldwide.
The legacy of the M6 has laid a powerful foundation for what is to come next. Jakarta, the host city for the M7 World Championship (M7), sits at the heart of one of MLBB's most passionate communities. With MLBB Professional League (MPL) Indonesia drawing over 100 million HW in four consecutive seasons, all signs point to the M7 becoming another landmark moment. One that continues to expand MLBB Esport's reach and impact for players, fans, and partners across the world.
