From left to right: Morten Holst, Director of Game Partnerships & Activations at the Esports Foundation; Ray Ng, Head of Esports Ecosystem at MOONTON Games; Danny Engels, Chief International Officer at Team Vitality
Football took more than a hundred years to grow from a working-class weekend pastime into a global entertainment empire—one built on broadcast rights, star power, and civic loyalty that now moves billions of dollars a year. Mobile esports is retracing that same arc in a fraction of the time, with flagship tournaments drawing multi-million peak audiences and generating nine-figure brand value—scale once reserved for the world's biggest traditional sports and entertainment properties.
Mobile gaming is now the world's largest gaming segment, worth US$113.3 billion and reaching more than 3 billion players—accounting for roughly 56% of global games industry revenue, according to Newzoo. That backdrop set the stage for The Global Rise of Mobile Esports, an invite-only executive roundtable jointly organised by MOONTON Games and the Esports Foundation on the sidelines of the 2026 Esports World Cup (EWC).
The session brought together Ray Ng, Head of Esports Ecosystem at MOONTON Games; Morten Holst, Director of Game Partnerships & Activations at the Esports Foundation; and Danny Engels, Chief International Officer at Team Vitality. Drawing on perspectives from across the esports value chain, the thought leaders identified three factors driving the global growth of mobile esports:
1. Mobile esports reaches audiences on par with major sporting events.
2. Proven regional ecosystems attract long-term commercial confidence.
3. Domestic leagues irreplaceable to ensure high standards of global competition.
Industry leaders point to sustainable regional ecosystems as the bridge between mobile esports' commercial scale and long-term esports growth, with Mobile Legends: Bang Bang (MLBB) standing as a clear example of the model at work
1. Mobile esports reaches audiences on par with major sporting events.
Strong regional ecosystems enable mobile esports to command global audiences at a scale comparable with major sports broadcasts. MLBB's international success sets the benchmark, demonstrating how sustained regional participation translates into global viewership.
Morten Holst, Director of Game Partnerships & Activations at the Esports Foundation, said: "MLBB has established itself as a Tier 1 mobile esport through the scale of its player base, global audience and international competitive ecosystem. Its continued growth across multiple regions demonstrates the global reach and competitive strength of mobile esports. By bringing the world's leading mobile, PC, and console titles together on a shared platform, the Esports World Cup accelerates this momentum—elevating mobile esports within the wider industry and creating new opportunities to engage audiences and attract commercial partners and investors worldwide."
That recognition is reflected in MLBB's record-breaking audience engagement. The MLBB Mid Season Cup (MSC) was the most-watched esports title in Esports World Cup history in 2025 outside of China. This year's MSC once again topped the Esports World Cup's viewership charts in 2026 outside of China with more than 2.8 million Peak Concurrent Viewers (PCV), according to Esports Charts. These milestones reflects MLBB's continued global momentum and the growing prominence of mobile esports on the international stage.
2. Proven regional ecosystems attract long-term commercial confidence.
MLBB Esports' strong competitive ecosystem is strengthening long-term commercial confidence among leading esports organisations. That confidence is reflected in Team Vitality's continued investment in the ecosystem. In 2024, the organisation entered MLBB Esports through the acquisition of Bigetron Era's women's roster in a US$550,000 deal, one of the largest transactions involving a mobile esports team at the time.
Danny Engels, Chief International Officer at Team Vitality, said: "Our decision to enter MLBB was driven by the strength of its competitive ecosystem. Since then, our Southeast Asian operations have delivered positive returns, and our team has continued to succeed at the highest level. That combination gives us the confidence to keep investing in mobile esports for the long term. Retaining the Bigetron identity has been central to our strategy. Strong local brands and communities are assets to build on, not replace. As MLBB expands into more regions, we see a model that can scale globally—invest locally, grow sustainably, and compete at the highest level."
Since entering MLBB Esports, Team Vitality's investment has translated into sustained success on the international stage, with its MLBB Women's roster defending the MLBB Women's International (MWI) title at EWC 26 to become back-to-back champions and claim a record-extending fourth MWI title.
The commercial momentum extends beyond team investment. According to a joint study by MOONTON Games and Shikenso Analytics, the M7 World Championship generated €158.39 million in brand value for partners, a 37.7% year-on-year increase over M6. M7 was also the only mobile esports event to rank among the world's leading esports events by media value, according to Esports Charts, placing it alongside major PC and console properties. Its partner roster—which includes Red Bull, Visa and the National Basketball Association—demonstrates the calibre of global brands the MLBB ecosystem attracts.
3. Domestic leagues irreplaceable to ensure high standards of global competition.
Long-term investment in domestic leagues, talent and communities produces a broader field of internationally competitive teams, raising the quality and appeal of global tournaments.
Earlier this year, MOONTON Games unveiled its five-region esports blueprint, creating a unified framework across Southeast Asia (SEA), Eastern Europe and Central Asia (EECA), Europe, the Middle East and Africa (EMEA), East Asia (EA), and the Americas (AMER). Central to the blueprint is the MLBB Championship Tour (MCT), which strengthens regional competition and creates structured pathways for emerging talent to progress from local competition to the international stage.
Ray Ng, Head of Esports Ecosystem at MOONTON Games, shared: "We have always believed that global esports must be built from the ground up. Our five-region strategy allows each region to develop in a way that reflects its own communities, while creating clear pathways to international competition. We are already seeing this approach deliver steady year-on-year user growth across Europe. Hosting the M8 World Championship in Türkiye marks the next step in our long-term commitment to the region—and in the continued growth of MLBB's global esports ecosystem."
Southeast Asia remains the world’s largest mobile gaming region, with a 47% market share and 9.9% year-on-year growth, according to Newzoo. Within the region, Indonesia demonstrates the long-term value of a region-first approach. Its professional franchise league, dedicated local operations and public-sector partnerships have helped create one of MLBB's most mature esports ecosystems. MOONTON Games is taking this approach into new territories through investment in local partners, player communities and competitive infrastructure. Europe, which accounts for 10% of the global games market, is a major priority. The MLBB European Championship gives Western European teams their first dedicated route into MLBB’s international circuit.
The discussion gained immediate relevance days later, at the conclusion of the MLBB Mid Season Cup (MSC) at EWC 26. Team Spirit became the first team from Eastern Europe and Central Asia (EECA)—and the first team outside Southeast Asia—to win an official international MLBB major. The victory made EECA the fourth region to lift the MSC trophy after Indonesia, the Philippines, and Malaysia, demonstrating how sustained regional development is broadening the competitive landscape of MLBB Esports.
